Gabe Guedelha Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
It's a free to enter award show so that make the volume of work to be huge. Looking at all the submissions is a great thermometer of our industry trends.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It reflects really well the multifaceted nature of advertising itself. This diversity of thought ensures that the awarded ideas are not just creatively inspiring but also strategically sound, well crafted, and resonant with the market, proving they're not only innovative but practical and impactful.
What do you think of the idea of free entry until the shortlist stage?
High entry fees often act as a gatekeeper against smaller and independent shops. There are lots of boutique places with amazing ideas that can't afford to submit the same work to multiple categories like big network agencies often do. A free to enter award show is a step towards making the competition more about great ideas and less about big budgets.
How would you define the perfect PHNX Awards winner?
A perfect PHNX Awards winner, in my view, captures that moment of awe we experience when we see work that makes us think, "How did they make this happen?" It's about those great ideas that initially seem impossible, yet are executed with such simplicity.
What is having the biggest impact on creative trends at the moment?
Definitely AI. I'm curious to see how it will show on the ideas submitted. Collective, the jury need to evaluate if the idea is actually good or are we just excited about a new technology.
Who would you nominate as your two or three “creatives of the year”?
Anyone who are being resilient on the industry at this moment, and are still fighting to get back and bring their best creative ideas forward.
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