Guto Kono Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

It's very important to stay on top of what's happening in our industry. A great way for lovers of advertising to breathe it in is to take part in an international award show as the PHNX awards. It's a great honor and it's going to be a great experience.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

This changes the whole context of how the work will be judged.
Different points of view from different areas make the discussion more enriching and timely.

What do you think of the idea of free entry until the shortlist stage?

It's a great opportunity to bring more work that may not have a chance to be entered into any other award.
More possibilities are opened with the aim of making a prize accessible to any disrupting idea.

How would you define the perfect PHNX Awards winner?

Advertising has always played an important role in our lives and today many brands understand that they need to be relevant in a cultural context. How to build a community with great ideas to interact and engage will always be the challenge of a winning idea.

What is having the biggest impact on creative trends at the moment?

AI is making a huge impact. It's part of our creative routine.
We have an incredible tool that brings us great discoveries and helps us find what we want by optimizing our time.
Furthermore, this technology makes communication more comprehensive, diverse and relevant.

Who would you nominate as your two or three “creatives of the year”?

Pedro Americo, Fabio Natan and Luis Gatti.