Christian Caldwell Navarro
CHRISTIAN CALDWELL NAVARRO
CHIEF CREATIVE OFFICER
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
2018 Grand Jury member, Christian Caldwell Navarro is Vice President Creative for McCann Peru. He brings 15 years of advertising experience to the jury panel. In 2011 he was appointed by the prestigious Iberoamerican advertising magazine, ADLATINA, as one of the 20 best Ibero-American creative directors of the 2000s decade. As both a writer and a creative director, Caldwell's has won more than 700 recognitions at the most important festivals in Asia, Europe, and America, such as Cannes (7 Lions), D&AD, Clio, London International Awards, ANDYs, FIAP, El Sol, El Ojo, New York Festivals, Wave and Effie.
New York Festivals: Why judge…and how do you find the time?
Christian Caldwell Navarro: When I'm judging I try to free up a couple of hours first thing in the morning, so judging will be my first task, that way my mind is clear. I always try to analyze the work I receive in an honest and responsible way, putting myself in the shoes of the consumer and asking myself, would this idea really win my time? should I pay attention to it or ignore what the brand is trying to tell me?
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Christian Caldwell Navarro: Most people today think more about "us" than "me". In fact, there are many studies that show how more and more consumers expect brands to take an active role in the face of the main social problems that affect our planet. Because of this, much of the work of the brands is focused on creating positive movements or educating the consumer, seeking in this way an active role before issues such as bullying, gender equality, environmental pollution, famine or inclusion issues.
This type of work is valuable for these times in which we live, and consumers appreciate it. That is why I hope to see many ideas of this type with very good results in terms of engagement.
New York Festivals: What are your personal criteria for choosing award-winning work?
Christian Caldwell Navarro: Ideas that not only make you feel jealous as a creative but also solve problems or brands needs in a different way.
A good idea should not only be good for advertisers but also entertaining and empathetic for the consumer, if the idea achieved that, the results will reflect it.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Christian Caldwell Navarro: It's like answering this question in 6 seconds... you don't have the time to say anything.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Christian Caldwell Navarro: Since I was a kid I loved advertising and how entertaining that world looked, I was struck by such classic things like ¨Tony¨ the Tiger or any other cereal character from the 80's.
Working on something that entertained me is what motivated me to choose this career, curiously, my main goal has always been to get people to engage with ideas in the same way that I was hooked with those cereal boxes characters.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Christian Caldwell Navarro: I think part of the magic of advertising agencies is to create strategies and ideas for brands from a neutral point of view, that is, outside the circle of the client or the advertiser. In this way brands receive fresh ideas with a different approach to what as a customer they could see.
However, these in-house departments achieve exactly the opposite, since brand ideas and strategies are being created from the same circle, making it more difficult to find new things for the brand.
New York Festivals: What philosophy drives your career?
Christian Caldwell Navarro: Working on advertising it's like having a Lego, the fun part isn't doing what the box shows you, instead creating something different from what you see.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Christian Caldwell Navarro: Approach each project as if I had taken a box of Prozac! Motivation is the best trigger of creativity.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Christian Caldwell Navarro: Facebook! it's like a newspaper updating every minute.
New York Festivals: If you could live anywhere, where would it be?
Christian Caldwell Navarro: London
New York Festivals: Who’s a creative icon that inspires you?
Christian Caldwell Navarro: Michael Jordan
New York Festivals: Favorite music album of all time?
Christian Caldwell Navarro: The Very Best of The Eagles
New York Festivals: Favorite travel destination?
Christian Caldwell Navarro: Costa Rica's beaches.