PUBLICIS BUENOS AIRES
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today and play an important role in selecting the World’s Best Advertising. NYF’s Grand Jury review entries from over 100 countries worldwide and determine which creative campaigns move on to the medal round.
Grand Jury member, Bruno Barbosa is Creative Director for Publicis Buenos Aires. Bruno is a creative from Natal, a small surfing city in the Brazilian northeast. He graduated with B.A in Advertising and also studied Art Direction, Visual Arts, and photography. He began working in advertising 10 years ago, working for small independent shops in his hometown.
Since 2009 Bruno has been living and working in Buenos Aires where he has been part of some of the most respected agencies of the country, such as Kepel&Mata, BBDO, Saatchi & Saatchi, and Publicis. He's collaborated with top global and local brands such as Nike, Budweiser, Renault, Coca-Cola, P&G, PepsiCo, Nestlé, Telecom, Universal Music and more. Bruno’s work has been recognized and awarded in some of the most respected festivals in the industry. He shares his creative knowledge teaching at the Escuela Superior de Creativos in Buenos Aires, where he leads the program "School Agency" and is passionate about photography.
New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
Bruno Barbosa: It´s an opportunity to meet great people and work from all over the world and engage and debate about ideas.The most interesting part of sharing and discussing entries with a such multicultural jury is when you have a strong point of view about a project and the opinions of other jurors make you rethink them and see things through a different lens that can help you to improve your own work.
Judging is a strong dose of inspiration and this is what I want to share with the people who work with me.
New York Festivals: What are your personal criteria for choosing award-winning work?
Bruno Barbosa: The work has to be simple, with a human truth, well-crafted and relevant to the brand.
Ideas that transcend what has been done before and can connect with consumers and not only with judges.
Technology its important, absolutely, but the idea should not be disguised behind a technological gimmick.
New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make a resurgence?
Bruno Barbosa: Many brands are doing campaigns with a social purpose, but some themes have been too repetitive and will continue to be this year.
It's very important that brands have a point of view of the facts and current context of the world, but many of them are talking about the same themes. Talk to me about something new please!
An “old school” trend I want back, is that I hope to see more fun ideas, more humor and less “dead serious” ads.
New York Festivals: What was the hardest ad you ever had to create and why?
Bruno Barbosa: Candies for Tarjeta Naranja (an Argentinian credit card) while working at BBDO Argentina. An 8-minute animated branded content short film that we did back in 2015. This project took more than a year just in animation, two from scratch to be launched since the idea was approved, enough time for my anxiety to kill me and a big part of the team involved in the project even left the agency for other jobs. Definitely a great learning experience that mixed concept, storytelling and craft.
By the way, it is the work I’m most proud of.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Bruno Barbosa: I did not have a mentor exactly, but I was fortunate to meet very talented and patient people at key moments of my career. That helped me grow up and build to what I am as a creative and I am deeply grateful to all of them.
New York Festivals: What are your top 5 favorite ads from the last 60 years?
Bruno Barbosa: This is a hard one, but here are 5 ads that I always come in to my mind.
The beauty inside, Intel (Pereira&Odell)
Whopper Virgin, Burguer King (CP+B)
The Most Interesting Man in the World, Dos Equis beer (EuroRSCG NY)
Drugstore, Levi´s (BBH)
Owners, Hipotecario Bank (Madre), I couldn´t not name an Argentinian ad.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Bruno Barbosa: Erik Kessels.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Bruno Barbosa: Maybe it'll sound cliché, but I really believe in the power of traveling. When I come back from a trip, I'm always full of ideas and motivated to make things happen. Travel makes you a more interesting person, just because it forces you to see things through other lenses and this is very important for creativity.
I'm also very interested in artistic and documentary photography and I try to focus my spare time in it to be as far away from advertising as I can. For a while.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Bruno Barbosa: Instagram. I love how quickly you can consume aesthetic references with that platform.
New York Festivals: If you’re binge watching…what are you watching?
Bruno Barbosa: Dystopian and crime thrillers.
Black Mirror, The Handmaid´s Tale, Twin Peaks, Fargo and Bron Broen are some of my preferred TV shows.
New York Festivals: Who’s a creative icon that inspires you?
Bruno Barbosa: George Lois