Alvaro Carvalho Interview(s)

I think it's a way of contributing to the market. After many years as a Senior Creative, working in big agencies, and winning some awards, I know what it's like to fight for another trophy on the shelf. And it has been that way for the last 3 years as a judge. Plus, I have a lot of fun judging the campaigns. Watching good advertising is something I really enjoy. It keeps me entertained and at the same time keeps me up to date with creative and technological developments in the advertising market.

I think it's fair that we have different views within the same jury. After all, we create advertising for the target audience and not for advertisers. I understand that the idea of PHNX is to reward creativity first, however, we cannot forget why we are here. I believe that there must be a balance between what is creative and what generates results, which is why this diversity makes everything more interesting.

I think it's excellent. This makes the festival more accessible to agencies of all sizes, and increases competitiveness, thereby elevating the significance of winning, in my view.

I would define it as someone capable of responding to the brief with intelligence, relevance, creativity, and accuracy. Of course, we have a lot of new resources nowadays, like AI, for example, but I think creativity doesn't depend on that. You can use the most modern resources out there and still create a completely boring campaign, or you can win an award with a QR Code idea. That's the beauty of creativity.

Certainly AI.

Liz Taylor (Oglivy), Debbi Vandeven (VMLY&R), and Tim Hawkey (Area 23).