Renato Salvador Interview(s)

Joining the PHNX jury this year, I see it as an exceptional opportunity to witness firsthand the emerging trends in our industry, offer a contemporary perspective as a younger member of the jury, and importantly, to contribute a Latin perspective that is often underrepresented in such festivals. This role not only allows me to stay at the forefront of creative innovation but also enables me to ensure that diverse voices and viewpoints are recognized and valued, reflecting a more inclusive and holistic view of creativity that transcends geographical and cultural boundaries.

I believe that our hybrid jury, comprising not only creatives but also strategists, clients, and individuals from all corners of the industry, presents an excellent opportunity to embrace a multitude of perspectives. This inclusive approach not only enriches the evaluation process by integrating diverse viewpoints but also fosters a collaborative environment where creativity is championed as a universal solution to market challenges. By bringing together a wide range of expertise, we ensure that our deliberations and outcomes are reflective of the multifaceted nature of our industry, ultimately driving innovation and excellence in a way that resonates across different sectors and disciplines.

The idea of free entry until the shortlist stage is a brilliant initiative that democratizes the competition by lowering entry barriers. This approach encourages wider participation from diverse talents, ensuring creativity and innovation are the sole criteria for advancement, not financial capacity. It enriches the contest with a broader variety of submissions, making the selection process more inclusive and reflective of the industry's full spectrum of creativity.

The perfect PHNX Awards winner, in my view, should embody clever execution that transcends immediate results, signifying a significant cultural shift. I believe it's crucial for the grand winner to incorporate comedy—an element often undervalued within the industry but holds immense value beyond it, resonating deeply with a broader audience. The winning work must be memorable, leaving a lasting impression that not only showcases creative brilliance but also marks a milestone in how we perceive and engage with advertising. It's about striking a balance between innovation, cultural impact, and the universal appeal of humor, setting a new benchmark for what is considered exemplary in the world of advertising.

Currently, comedy is making a strong comeback, overshadowing brands that position themselves as "heroes" for saving the planet without genuinely making significant contributions. This shift indicates a growing preference for authenticity and relatability in advertising, where humor is used to connect with audiences on a more genuine level. Additionally, the use of Artificial Intelligence (AI) is becoming increasingly pivotal, revolutionizing how creative content is generated, personalized, and distributed. AI's role in creative trends is not just about technological innovation but also about its potential to enhance creativity, enabling the creation of more engaging and tailored content. Together, these factors are shaping the landscape of creative trends, highlighting the importance of sincerity and innovation in engaging today's audiences.

For "creatives of the year," I would nominate Hideo Kojima, renowned for his recent groundbreaking projects in the video game industry that blend storytelling, technology, and interactivity in unprecedented ways. His work continues to push the boundaries of narrative and engagement, influencing not only gaming but also how stories can be told across media. Additionally, I would nominate Feo Revollo, who has made a significant impact through his social media presence. Revollo's innovative approach to content and his contributions to the advertising world from this platform showcase how creativity can flourish and reach audiences in new, meaningful ways outside traditional channels. Both Kojima and Revollo exemplify creativity that not only entertains but also challenges and inspires, making them standout figures in their respective fields this year.