Daniel Piza

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DANIEL PIZA

CREATIVE DIRECTOR

 


GREY

 


COLOMBIA

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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.

The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.

2018 Grand Jury member Daniel Piza brings his passion and creativity for writing radio scripts and creating innovative digital strategies to the Grand Jury panel.  Currently Daniel serves as a Creative Director, leading his team at Grey Medellí, Colombia, with over 10 years of creative experience working for local and global agencies on such prominent brands as Coca-Cola, Citibank, Mastercard, GSK, Millicom, Microsoft, Hotels.com and others. Throughout the years he and his team have earned awards at numerous advertising festivals including Cannes Lions, D&AD, The One Club, LIA, CLIO & local festivals.


ON JUDGING:

New York Festivals: Why judgeand how do you find the time? 

Daniel Piza: Judging is the best way to understand, where colleagues thinking is going. And to know the job from the other side of the barrier and the way to feel the responsibility of choosing which ideas are the ones that build brands, that can be game changers, that are built upon strategy or aid community or even the world and not only ideas seeking an award.

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?

Daniel Piza: I expect to find ideas worthy of excitement. Ideas that not only solve problems, but also entertain (also the other way around, but we are used to be solving problems and entertainment has being left in the shadows), but always surprising.
I want to bring back to my team lessons of what is going on the other side of the planet. What trends are hot and what flaws we have, how to attack them and be stronger when we want to start thinking about clever ideas to our clients.

New York Festivals: What cultural/social changes do you think will influence this years work?

Daniel Piza: I think solvertising will start to be more local, more focused. it will stop trying to be heroes and start to solve small issues that we have in our communities every day. No more life savers, and more day savers. 

New York Festivals: New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?

Daniel Piza: I would like to see more ideas that can breathe without a brand. Ideas that a 5 YO kid can do or even ideas inspired by 5 YO kids.

New York Festivals: What are your personal criteria for choosing award-winning work?  

Daniel Piza: Fresh ideas; ideas that can make people laugh or just say: “I can do this at home, to improve my life” Not things that are just possible to a few. Ideas that at their core purpose is helping everyday people’s life. My criteria are: If that idea makes our planet, a nicer place to live, is worth of winning an award.

New York Festivals: When judging, what trends do you hope will fade away, and what old schooltrends do you hope will make a resurgence?

Daniel Piza: I think heroes solving problem ideas will fade. Those ideas that are planned to save the world.
And I think that old school (cool) radio and print ideas, will resurge. Basic (but clever), A to B ideas.


ON ADVERTISING:

New York Festivals: What was the hardest ad you ever had to create and why?

Daniel Piza: A digital platform for Millennials for a nutritional drink, (when the word Millennial
didn´t even existed). It was a platform to challenge teens to move, to do any physical activity or a sport. It was a big challenge because teens at my country (Colombia) are worried about anything but sports and don’t believe in brands. Any brand that tries to reach them, dies. At the end, we achieve our goal successfully and the platform is currently ongoing after 5 years. 

New York Festivals: In 3 words or less, what do you think about 6 second commercials?

Daniel Piza: F”$”ng big challenge.

New York Festivals: was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?

Daniel Piza: It was a Renault Clio TV Ad. It was a conversation between the Devil and a guy that was about to crash with a big truck. The Devil tries to negotiate the guys soul if he saves him. He offers the guy, girls, money and power but the guy says no because he has a car that can save him. https://www.youtube.com/watch?v=6comgPM0K5g 

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?

Daniel Piza: I think it will not affect the industry. I think it will be just a trend. What maintains is that fresh creatives minds will think today on a brand and tomorrow on any other brand or brief. In house creatives will be bore as hell very soon and return to their alma mater. (Or Im just an agency groupie?) 

New York Festivals: New York Festivals: the relationship between agency and client changed at all and if so how?

Daniel Piza: Clients are now closer to agencies. Clients are more confident on what we do, are trying to take more risky decisions. (sometimes) But relations are more open, sincerer. 

New York Festivals: What philosophy drives your career?  

Do job as if it weren’t a job. Don’t take it too seriously. 

New York Festivals: Whats the single best piece of career advice that youve ever received? 

Daniel Piza: The one at the question above; My CCO from Y&R told me that once and since that, I have used as #1 believe. 

New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years? 

Daniel Piza: Meet the Super humans -  Channel 4 (https://www.youtube.com/watch?v=tuAPPeRg3Nw )
Lucozade Radio Spots (https://www.youtube.com/watch?v=iin6VJQXbk0 )
Nike, The game before the game (https://www.youtube.com/watch?v=v_i3Lcjli84 )
Nike, humans VS demons (https://www.youtube.com/watch?v=BOM1k4oLGJU )
Bafici, Festival de Teatro (https://www.youtube.com/watch?v=bJ4vOAjb9MU ) 

New York Festivals: Who gave you your big break in advertising?  

Mauricio Rocha, who is now CCO at Y&R Tapsa, Madrid. 

New York Festivals: New York Festivals: /do you have a mentor and what have you learned from them? 

Daniel Piza: Ricardo Uribe who is now at Goodby / Silverstein. He´s the one that taught me to write, and to love writing Radio scripts. 

New York Festivals: Where do you see ads showing up in the future that we dont have now?

Daniel Piza: In our eyeballs, just like in Black Mirror.

New York Festivals: If you could work in advertising alongside any one person past or present, who would it be? 

Daniel Piza: Lee Clow!


ON LIFE:

New York Festivals: How do you tap into creativity?  What do you personally do to fan the creative flames?

Daniel Piza: Think when I’m about to sleep; in the shower, walking.

Whats the one smartphone app you couldnt live without? 

Daniel Piza: Uber. 

New York Festivals: If you could live anywhere, where would it be?

Daniel Piza: Barcelona or Madrid

New York Festivals: Whos a creative icon that inspires you?

Daniel Piza: Lee Clow, Pablo del Campo.

New York Festivals: Favorite music album of all time?

Daniel Piza: Master Puppets, Metallica.

New York Festivals: Favorite travel destination?

Daniel Piza: Barcelona (& Cannes obviously).

New York Festivals: What is your mantra for life? 

Daniel Piza: FAIL HARDER (Wieden + Kennedy´s mantra).

What movie or book best depicts the theme of your life?

Daniel Piza: Fantastic Mr. Fox.

If you’re binge watchingwhat are you watching?

Daniel Piza: Stranger Things (Season 2).