André Santos Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
I believe that creative events like this benefit a lot from having a wide diversity of perspectives to truly capture the essence of creativity around the world.
Having judges from different parts of the world at their disposal means that each one brings their own experiences and culture to the event in order to have a more comprehensive assessment.
Having judges from different parts of the world at their disposal means that each one brings their own experiences and culture to the event in order to have a more comprehensive assessment.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
By including representatives from various roles within the industry, we can ensure that all aspects of an idea, from its creativity and innovation to its strategic relevance and client appeal, are thoroughly evaluated.
This approach allows us to check all the different parameters necessary to determine whether an idea truly stands out as a great one.
This approach allows us to check all the different parameters necessary to determine whether an idea truly stands out as a great one.
What do you think of the idea of free entry until the shortlist stage?
It's really great, because it gives everyone the chance to take part in an international awards show. From the biggest creative agency to the smallest studio, this idea gives everyone an equal opportunity to showcase their work.
How would you define the perfect PHNX Awards winner?
For me, the perfect PHNX Awards winner is an idea that's both impactful and memorable. It's all about the creativity and insight behind the concept, and its ability to make a meaningful difference in people's lives.
What is having the biggest impact on creative trends at the moment?
At the moment, it's the fusion of technology and storytelling that's driving creative trends. We're seeing a dynamic blend of cutting-edge tools and timeless narratives shaping the landscape. But amidst all the innovation, it is the power of a convincing idea that remains essential. A brilliant concept can thrive in any format or medium, proving that creativity truly knows no bounds.
Who would you nominate as your two or three “creatives of the year”?
Creatives as it were, I find it difficult to name just two or three, instead I prefer to give as an example creative campaigns such as #AbsolutelyHeinz or more recently the Dunkin' Donuts campaign for the Superbowl without forgetting the David's campaign Dove #TurnYourBack, that marked 2023 and for me fulfills all the creative "checks".
Rather than naming two or three creatives, I'd like to give a shot to all the people involved in these campaigns, because campaigns like these are made up of the whole collective involved
Rather than naming two or three creatives, I'd like to give a shot to all the people involved in these campaigns, because campaigns like these are made up of the whole collective involved
.