Arturo Benlloch Interview(s)
PHNX Tribute Jury
Why did you think it was important to join the PHNX jury?
We have to keep going, we need joy and fun, we need to be encouraged. We have worked very hard and we like our work to be recognized. Now more than ever we need it, and I love to recognize people´s work.
What impact do you think the event might have on the industry?
We might not have Cannes, but we need to see the best work. We want to see what we have done, we want to share what we are. PHNX will be the speaker that (hopefully) everyone on the industry listens.
What do you think of the hybrid jury, which includes strategists and journalists alongside creatives?
In Spain, in our national creative awards (CdeC), we do that to compound the jury. We also include a couple of clientes per year and I have to say that it has worked very well. Their perspective is interesting and useful, and it is a great idea to see how it works in PHNX. I m sure we will all learn a lot sharing our thoughts or enjoying the awards.
What will you be looking for when you start judging the entries?
What I always done: great ideas that involve real people. Ideas made for everyone, not only the creative community.
What lasting impact might the current crisis have on creative work?
Our way of working will change, as well as agency structures. Maybe we can live in a different city than our agency and go a few times a month. There is nothing wrong with this. Covid 19 has also taught us that we have to respect production values if brands want to be fresh and notorious. I hope we do not suffer budget reductions as we did on 2008! We all have seen the same stock images ads in every country, and we need this to be something temporary.
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