Gus Haffling Interview(s)

Award shows hold particular importance in general as they push the individuals in the advertising business forward and allow us to develop the business as a whole. And the beauty of the PHNX award show is that it is free to enter, democratizing the award shows.

By having a jury from all corners of the industry, we can also ensure that ideas and entries are judged better. To me, it's natural that we all come together, as that's what we should be doing on a daily basis in our jobs, too. It's fun to talk to people who have different views and starting points from yourself.

This opens up the stage for more people, allowing more people and agencies to get recognition for their hard work.

It's a hard question, but my perfect winner is the one who makes me feel, the one who evokes some sort of emotion and does so in a way I didn't expect it to. Let it tickle or sting, make me feel.

I would say the AI winds are still blowing quite hard, but I would like to believe that humans are still the core. At the end of the day, we're still creating for other humans, whether we're using AI or not.

This is a difficult question because it can be answered using so many different criteria. During the last year, I have worked very closely with a creative account manager, Gil Voigt de Oliveira, and he's one of the good ones.
Another great creative I've been fortunate to cross paths with recently is Saymon Medeiros, a great creative but also a very nice person.