Gabriel Lara Interview(s)

It is my first time that I dared to apply. I think what is authentic about this festival is how open and free it is to creativity and creatives. That to me is important and what I want to be a part of.

It is enriching. Each professional has a valid criterion towards a piece or idea and that is notable for the transparency of the event itself.

Democratic and accessible to agencies and especially the desire to start participating in creative competitions. Please don't stop doing it ?

In my humble opinion, it must have the perfect balance between a brand's communication problem and a refreshing and, above all, easy-to-understand solution. At the end of the day, we are creators of communication and if it is not understood or is complex to explain, it does not work. What's more, if the idea is explained in a newspaper headline, that's it.

It depends on the category, but what is and is still understanding - above A.I. and its applications, sustainability, humanitarian problems, BIG DATA, marketing brief, etc. - is the idea. And if there is an insight behind it that supports it, the better. In short, what never stops being trendy is the way in which ideas are applied.

More than "creatives of the year", for me they are those who lead their creatives: from pushing, motivating and accompanying their teams to make things happen. Under that criterion, I would nominate Anselmo Ramos, John Forero and Tomas Ostiglia.