Lucia Mendezona García-Borreguero Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Seeing what others come up with is always a valuable learning experience, no matter how much you already know, there is always something to learn from.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
Just like everybody's got ideas, everybody's got opinions. Advertising is to entertain the public, not only our community.
What do you think of the idea of free entry until the shortlist stage?
It's really encouraging for people to apply without the fear of losing money "in case others don't see what I see". Younger and people without any means have an opportunity to take part.
How would you define the perfect PHNX Awards winner?
Bold, unseen, fresh. We are not meant to be inventors, but creatives. And we tend to forget this.
What is having the biggest impact on creative trends at the moment?
AI.
Who would you nominate as your two or three “creatives of the year”?
I want to say anyone of the Forsman and Bodenfors Sweden creatives. Always a surprise.
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