Camila Ordoñez Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
The PHNX awards have recognized the best creativity around the world, and for 10 years I have worked hardly to have some of them. I admire deeply the Awards and platforms that recognize the ideas that stand out, but mostly the ones that changes behaviors, creates new cultures and come closer to our reality. It's motivating not just to learn and enjoy the work submitted here, but to give and share all my knowledge and criteria to make them better and recognize the people behind great ideas.
As a Creative latin woman I will share a new point of view judging ideas, I will find the rational and emotional strength in every case and surely, I will notice the unseen potential in some of them. I have worked with a lot of resources and with any of them, so I like both: the big ideas that are executed with less and the little powerful ideas that innovates with a lot.
As the first creative senior copywriter at DAVID The Agency Colombia, I have work with local but mostly global brands giving me the opportunity to master myself in how advertising works as a business and as a universe of powerful ideas that can break boundaries with infinite use of formats. Finally, I've seen many great creatives been part of this jury, and their experience have inspired and motivate me to be part of it.
As a Creative latin woman I will share a new point of view judging ideas, I will find the rational and emotional strength in every case and surely, I will notice the unseen potential in some of them. I have worked with a lot of resources and with any of them, so I like both: the big ideas that are executed with less and the little powerful ideas that innovates with a lot.
As the first creative senior copywriter at DAVID The Agency Colombia, I have work with local but mostly global brands giving me the opportunity to master myself in how advertising works as a business and as a universe of powerful ideas that can break boundaries with infinite use of formats. Finally, I've seen many great creatives been part of this jury, and their experience have inspired and motivate me to be part of it.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
A good idea is always a good idea, no matter the format, the discipline or de POV, and the beautiful thing about the AD world is precisely the fact that we are getting surprised every day with executions that are either innovating the "how it works" or the solution in a common field.
Nevertheless, I think the ideas and campaigns that have the ability of finding new problems and POV of necessities and solve them with creativity, are outstanding. Now, i think the effective use of new technology is bringing a new conversation over the table as long as the solution involve the consumer and tell a powerful story, and finally, I'm a fan of the unexpected use of traditional formats, giving them a twist with a sense of craft/technology unity that impacts the audience directly (Hopefully in the heart).
Nevertheless, I think the ideas and campaigns that have the ability of finding new problems and POV of necessities and solve them with creativity, are outstanding. Now, i think the effective use of new technology is bringing a new conversation over the table as long as the solution involve the consumer and tell a powerful story, and finally, I'm a fan of the unexpected use of traditional formats, giving them a twist with a sense of craft/technology unity that impacts the audience directly (Hopefully in the heart).
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Latin America is growing intensely every year. The most important festival shows those results and the fact that Global Brands are seeking to work with the region talks a lot of the level of creativity of the industry. Every time more agencies are prioritizing to open their door to work with big markets outside their countries, and other continents are prioritizing to hire the latin talent because of the art direction and storytelling. Specially, Brazil and Colombia.
If we look for emerging markets, we definitely have to highlight Peru that is making more global advertising, winning a lot in creativity festivals, Dominican Republic building their own festivals to award the best o the best at the country and Honduras that for the first time ever is appearing on the big screens and the stages of the biggest award shows.
If we look for emerging markets, we definitely have to highlight Peru that is making more global advertising, winning a lot in creativity festivals, Dominican Republic building their own festivals to award the best o the best at the country and Honduras that for the first time ever is appearing on the big screens and the stages of the biggest award shows.
What trends or cultural shifts do you think will define the most impactful creative work this year?
Definitely AI is going to be the main asset that will change the way Advertising is executed. We will see it almost in every smart execution, as an effective tool to bring alive an idea or even as a centric idea of a campaign.
In the other hand, the new use of formats will be leading the conversations: Short formats, 9:16 formats, social media, use of influencers and how I like to call it "advertising that doesn't feels like advertising". The political situation will be an inspiration to help people or to be the voice of the ones that doesn't have it, the world's wars should be a tension to be solved or to be highlighted and the new tech ways to connect with brands too.
In the other hand, the new use of formats will be leading the conversations: Short formats, 9:16 formats, social media, use of influencers and how I like to call it "advertising that doesn't feels like advertising". The political situation will be an inspiration to help people or to be the voice of the ones that doesn't have it, the world's wars should be a tension to be solved or to be highlighted and the new tech ways to connect with brands too.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Make people have fun with advertising again. The humor is coming back again, even to solve problems or just to connect with audiences. The world needs to smile more.
Which creative minds are inspiring you the most right now?
I'm being inspired by the work of many small and big agencies but I have in mind some genius people:
Adriana Weinberg - Creativity Excellence at Ogilvy
Andrés Ordonez - Regional CCO at FCB
Juan Pablo García - Managing Director at DAVID
Tatán Rodríguez - ACD at DAVID
Laura Arcila - Art Director at VML Chicago
Pancho Cassis - Global CCO & Partner at DAVID
Natalia Perez - Managing Director & Founder at NAME
Julián Olivares - Art Director at DAVID
Juan Cabral
David Kruger
And I could keep naming people...
Adriana Weinberg - Creativity Excellence at Ogilvy
Andrés Ordonez - Regional CCO at FCB
Juan Pablo García - Managing Director at DAVID
Tatán Rodríguez - ACD at DAVID
Laura Arcila - Art Director at VML Chicago
Pancho Cassis - Global CCO & Partner at DAVID
Natalia Perez - Managing Director & Founder at NAME
Julián Olivares - Art Director at DAVID
Juan Cabral
David Kruger
And I could keep naming people...
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