Kauê Barbosa Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Creativity needs to break barriers. We require more diversity, greater inclusion, diverse viewpoints, and different perspectives on the same idea, as well as various stances and concepts.
For the past 4 years, I have been a part of the Jury because I believe that the multicultural environment fostered by PHNX is crucial for the development of the future of advertising and society as a whole.
Results emerge from a comprehensive view of the industry, not from a small fraction of creatives sitting around a roundtable. The Festival embodies a philosophy of integration and the appreciation of creativity from various perspectives.
Therefore, in my opinion, the festival's model is the most suitable for the future, and I feel truly honored and privileged to be a part of it.
For the past 4 years, I have been a part of the Jury because I believe that the multicultural environment fostered by PHNX is crucial for the development of the future of advertising and society as a whole.
Results emerge from a comprehensive view of the industry, not from a small fraction of creatives sitting around a roundtable. The Festival embodies a philosophy of integration and the appreciation of creativity from various perspectives.
Therefore, in my opinion, the festival's model is the most suitable for the future, and I feel truly honored and privileged to be a part of it.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
In our profession, no one creates anything alone.
This concept also needs to be embedded within a jury because, after all, creativity is
not a magical gift accessible only to creative individuals.
The diverse skills from various sectors contribute to fostering a deeper discussion about the direction of creativity in the coming years. It is crucial that the jury encompasses such diversity and a multitude of perspectives.
This concept also needs to be embedded within a jury because, after all, creativity is
not a magical gift accessible only to creative individuals.
The diverse skills from various sectors contribute to fostering a deeper discussion about the direction of creativity in the coming years. It is crucial that the jury encompasses such diversity and a multitude of perspectives.
What do you think of the idea of free entry until the shortlist stage?
I believe that this process is the most coherent and, above all, inclusive.
Entrance fees can be a determining factor for a piece not to be submitted,
thus missing the opportunity to possibly see great work.
Attaching a fee after the shortlist stage enhances the number of submissions and also builds confidence in advertisers towards the festival. After all, we can submit without fear, and the money becomes just a detail, not a hindrance.
Entrance fees can be a determining factor for a piece not to be submitted,
thus missing the opportunity to possibly see great work.
Attaching a fee after the shortlist stage enhances the number of submissions and also builds confidence in advertisers towards the festival. After all, we can submit without fear, and the money becomes just a detail, not a hindrance.
How would you define the perfect PHNX Awards winner?
I always say that the award is the consequence of excellent work. We all know that bringing a great idea to life is not that simple and involves hundreds of details, discussions, approvals, and a combination of other factors.
The perfect PHNX winner, for me, is the idea that navigates through these challenges and gives you a thrill when you see it. It's the idea that fits seamlessly, and everything seems to make sense from that moment on.
The perfect winner is the one that genuinely solves business problems with the use of creativity. It's the kind of work where you are certain that, if you could, you would want it in your portfolio.
The perfect PHNX winner, for me, is the idea that navigates through these challenges and gives you a thrill when you see it. It's the idea that fits seamlessly, and everything seems to make sense from that moment on.
The perfect winner is the one that genuinely solves business problems with the use of creativity. It's the kind of work where you are certain that, if you could, you would want it in your portfolio.
What is having the biggest impact on creative trends at the moment?
Without a doubt, inclusion.
Campaigns created for real people with real problems.
Work that now includes audiences who were once marginalized and excluded from society. Advertising becomes a tool not only for conversion but also for initiating conversations,
shining a spotlight on everyday issues.
Brands take on a more significant role in dialogue, and consequently, work becomes
increasingly authentic and inclusive.
Campaigns created for real people with real problems.
Work that now includes audiences who were once marginalized and excluded from society. Advertising becomes a tool not only for conversion but also for initiating conversations,
shining a spotlight on everyday issues.
Brands take on a more significant role in dialogue, and consequently, work becomes
increasingly authentic and inclusive.
Who would you nominate as your two or three “creatives of the year”?
This is a tricky question because it's impossible to name just two or three.
My partner, Tiago Daltro, has a phrase that I really like:
"We creatives are fortunate to work side by side with our idols."
I think this phrase is an excellent summary of our profession and the people within it.
However, in the past year, I had the pleasure of working directly with some creatives who showed me another perspective that I didn't think existed within our profession: Humanization.
For this reason, I'll have to break the rules and mention five names.
Renata Leão (David Brazil) and Joana Plautz (David Miami) are two leaders with an incredible respect for the personal and professional aspects. They were extremely attentive bosses who showed tremendous confidence in my work, allowing me to do what I do best. They provided space and, above all, respect.
Last but not least, Hugo Veiga and Diego Machado for creating such a welcoming and respectful environment at AKQA Brasil. They showed me that good ideas and excellent results don't have to come from exhaustive days of work. We can be effective and still have a peaceful and positive life.
And Mauricio Dias, also from AKQA Brasil, for being a leader who works side by side, trusts, and propels me to be a better creative every day.
My partner, Tiago Daltro, has a phrase that I really like:
"We creatives are fortunate to work side by side with our idols."
I think this phrase is an excellent summary of our profession and the people within it.
However, in the past year, I had the pleasure of working directly with some creatives who showed me another perspective that I didn't think existed within our profession: Humanization.
For this reason, I'll have to break the rules and mention five names.
Renata Leão (David Brazil) and Joana Plautz (David Miami) are two leaders with an incredible respect for the personal and professional aspects. They were extremely attentive bosses who showed tremendous confidence in my work, allowing me to do what I do best. They provided space and, above all, respect.
Last but not least, Hugo Veiga and Diego Machado for creating such a welcoming and respectful environment at AKQA Brasil. They showed me that good ideas and excellent results don't have to come from exhaustive days of work. We can be effective and still have a peaceful and positive life.
And Mauricio Dias, also from AKQA Brasil, for being a leader who works side by side, trusts, and propels me to be a better creative every day.
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