Fernando Morais Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
It is my first time as a jury member, since adforum seems to be legit, I want to have this experience.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I think it brings different backgrounds and different points of view, I am up with it always, if the work is good for a diverser public, it might be better then.
What do you think of the idea of free entry until the shortlist stage?
I think it is great, the whole idea of paying to be awared seems little odd. I would keep it free, even after shortlist. I would make a fee only for the event (if there would be one) for the thropies and costs. I pretty much think finding sponsors would make a better profit.
How would you define the perfect PHNX Awards winner?
I think PHNX should go for the accessable advertising, the best use of media but boosted. Since the festival is about giving chance to the small ones, I think it would be a good idea to celebrate the ones who makes great ideas with almost NO budget.
What is having the biggest impact on creative trends at the moment?
Generative AI tools. It is a chance to create great ads with little budget.
Who would you nominate as your two or three “creatives of the year”?
I think Anselmo Ramos GUT, he is one of the most inspiring Ad heads. And Khaby Lame tik-tok superstar, talking about making creative content viral, he is the man.
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