Boonasak Bunnahirun Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

I love the concept and thinking behind of PHNX that help raise the standard of advertising industry around the world without internal politics. So I'm proud to be a part of PHNX.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

I think it's good idea to have variety people in jury panel. In my opinion, great advertising suppose to be a great and disruptive idea that answer marketing objective in the reality.

Now PHNX has many perspective of juries so it's great.

What do you think of the idea of free entry until the shortlist stage?

Great. I think is fair!!!

How would you define the perfect PHNX Awards winner?

Great advertising that serve all dimension of advertising. Included great and fresh idea, strategy and also help marketing objective that measurable.

What is having the biggest impact on creative trends at the moment?

I accept that variety of digital platform is impact to creative trend.
But the key is Consumer attention!! It's short span.

We suppose to create humanize idea that catch attention and emotion in the same time!!!
For me attention is not hard to catch from the audience.
But it has to get through emotion of the audience as well.
If each idea reach consumer's emotion, they will love product and brand then lead to purchase, love the brand or understand what advertising want to communicate.

Who would you nominate as your two or three “creatives of the year”?

Ronald Ng : Global Chief Creative Officer at MRM
Sompat Trisadikun : Chief Creative Officer, GreyNJ United, Thailand