Luis Alburqueque Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
The PHNX festival gives many creatives from all sectors and agencies the opportunity to continue showcasing and enriching their work. It makes me very happy to keep contributing with my expertise this new year as a juror. I’m looking forward to seeing all the fantastic work this year!
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It is the best way to judge ideas, not only by having recognized creatives but also by having different professional experts from various advertising areas; it strengthens the decision and enriches the ideas that are participating.
What do you think of the idea of free entry until the shortlist stage?
In a world where fee entries are more expensive than ever, it is an excellent strategy so more creatives could have more opportunities.
How would you define the perfect PHNX Awards winner?
For me, the winning idea must be very simple to understand, convey something extra, and make us react and feel emotions. Not all ideas achieve this, and that dramatically differentiates the big ideas from those that are just regular pieces of advertising.
What is having the biggest impact on creative trends at the moment?
Definitely, it is the technology and the evolution of AI tools. This year has been a nice year for technology launches, such as websites that create videos with artificial intelligence or the new Apple Vision. The future of advertising belongs to those who know how to take advantage of these trends intelligently.
Who would you nominate as your two or three “creatives of the year”?
As a Peruvian creative, I am motivated by Peruvians who are making a significant impact abroad and in my own country. Creative like Lanfranco y Córdova, Alvaro Soto, André Toledo, Daniel Lobatón, Tin Sanchez, Charlie Tolmos and many others.
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