Nicoleta Bujor Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
I believe it can be an interesting experience to analyze advertising projects and different perspectives of creativity along with that.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It's an interesting approach, especially since the analysis can be more objective, precisely because many facets of a project are examined. It's like obtaining the result of multiple perspectives, like a conclusion to a market research where the sample is indeed very representative.
What do you think of the idea of free entry until the shortlist stage?
It's a good approach. I think a test that slightly filters, or a form of demo analysis of some campaigns that would generate initial feedback on the positioning of those entering the jury, would be even more suitable.
How would you define the perfect PHNX Awards winner?
Functional creativity should be the benchmark for anyone who wins this award. We need campaigns that shock you with the idea, but even more so, shock you because once implemented, they generate evident results. It should annoy you that you didn't come up with that idea yourself.
What is having the biggest impact on creative trends at the moment?
To surprise consumers with new ways of seeing what you promote. To create campaigns like music in chaos.
Who would you nominate as your two or three “creatives of the year”?
Fiat, with ‘Operation No Grey’ Campaign, all Heinz Campaign based on It has to be Heinz (Draw Ketchup & Ketchup Fraud were my favorite campaigns) and Barbie Movie Campaign.
.