Vicente Concha Interview(s)

I really like the format of the PHNX awards. There are so many type of professionals, in different positions, with different criteria, judging each piece, which means that a winning idea must be clear and good enough to connect with all these profiles. Is good to be part of this jury and taste your knowledge to see how globally connected you are with creative people around the world.

Like I said in the first question, this diversity of juries really test your idea to see how clear, good and insightful is. It’s not easy to connect with so many individuals with a unique way of thinking. So, when you got a shortlist, you’ll know your idea is good enough to make a professional thousand miles away like it, even if it was inspired by a local insight.

It means not closing the doors to anyone. It is giving any creative the opportunity to test their ideas. If the idea is not at a good level, it would make no sense to pay a registration fee, so being able to try it first is a huge help for everyone.

A really good idea, insightul and cleverly clear. Fresh enough to surprise everyone, and with a perfect storytelling to connect emotionally.

Activism is still the choice of young creatives, along with brands that want to lead their corporate philosophy to a better-world one or with brands that are already changed it. To me realism (docu and photography) is also a trend that we gonna see again this year. And finally I smell comedy is getting back stronger and younger. Ah, we cant forget AI.

In the last few months, I followed more the ideas than the names. Everyday work have me with less time so I just see the idea or cases, but I think people of GUT will surprise us with creatives of the year.