Enzo Sunahara Interview(s)

AdForum and PHNX are well recognized institutions. I was seeking to give my contribution to the creative market by partnering up with you.

Theoretically, it's wonderful. I think it's a good way to get less biased decisions and bring more realistic criteria. Besides that, all people participating make them realizing the importance of creativity and getting inspired to do more creative work as well. After all, creativity can come from strategy and even the clients' briefings.

I have mixed feelings. It will stimulate more entries for sure, but it may lead people to submit work with less criteria.

A real-life campaign with great creativity and better results. I'd hate to see spec campaigns winning.

I believe the two current buzzwords are AI (Artificial Intelligence) and UGC (User-Generated Content). Both encourage us to think more and execute less, focusing on ideas, content, activations, and also on how our work can impact culture and people's lives.

To be frank, I hesitate to single out individuals. I think the era of the 'creative genius' is behind us. Everything is a result of teamwork, so I prefer to draw inspiration from the work itself or individuals with whom I closely collaborate and understand their values.