Tiago Daltro Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Being a juror means continuing to be a student. When we judge creative campaigns from around the world, we can see what the market trends are, what the best minds have been thinking and how creativity has adapted to the constant changes in society.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
Creativity is democratic. Anyone can see when something is good or not. So the more people with different backgrounds we have on the judging team, the better our evaluation will be. Because if people with different mentalities can see that an idea is good, it's probably really good.
What do you think of the idea of free entry until the shortlist stage?
I think it's amazing! Because this allows smaller agencies with less investment to be part of it, too. I've worked in small agencies that came up with good ideas, but weren't able to participate in creativity festivals. This way, we allow good ideas to always win, no matter where it came from.
How would you define the perfect PHNX Awards winner?
In my opinion, a perfect winning idea should:
1- be simple and clear;
2- be socially and culturally relevant;
3- be innovative in the message or media;
4- be true;
5- be a solution to the customer’s problem.
1- be simple and clear;
2- be socially and culturally relevant;
3- be innovative in the message or media;
4- be true;
5- be a solution to the customer’s problem.
What is having the biggest impact on creative trends at the moment?
Trends have been changing very quickly in our market. A couple of years ago, the main topic was NFT. Before, it was metaverse. I believe that 2024 is the year of Artificial Intelligences and ideas that use it to impact the audience.
Who would you nominate as your two or three “creatives of the year”?
There's a creative duo called João Corazza and Bruno Reis, from David Miami, that have been incredible in recent years. Despite being young, in their early 20s, they have already been among the 10 most awarded creatives at the main festivals. And last year, they produced some of the best ideas of the year in both Brazil and the US. Save these names. We will be hearing a lot about them in our industry in the coming years.
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