Diego Paz Berois

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DIEGO PAZ BEROIS

 


CREATIVE DIRECTOR

 

 


KEY PUBLICIDAD

 


URUGUAY

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2018 Grand Jury member Diego Paz Berois is one of the 300+ powerhouse Grand Jury members responsible for selecting the World’s Best Advertising. These award-winning international 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. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.

Diego was born in Montevideo. He started his career in 2008 as a Copywriter at Publicis Ímpetu, and after five years he assumed the role of Creative Director at Key Publicidad, an independent agency. 

Throughout his career, Diego has worked on numerous prestigious brands including Citi, Conaprole, DIRECTV, Fundación Alejandra Forlán, IBM, L’Oréal, Movistar, Nestlé, Nike, PernodRicard and Petrobras.  The creative work that the teams he’s worked with have earned many awards at both international and local festivals.

Diego shares his knowledge while mentoring the next generation as an Adjunct Professor at Universidad Católica del Uruguay. 

On Judging:

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

Diego Paz Berois: There are a lot of things happening at the same time in the world, and international festivals are the opportunity to get to know many good works that are trying to solve local problems all over the globe. Despite that, there are three or four topics that we are all working for: gender equality, child abuse and multicultural coexistence. 

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

Diego Paz Berois: Winning works in the New York Festivals, should be powerful and deep-thinking solutions to communication problems.       

 On Advertising:

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? 

Diego Paz Berois: We will lose the guts to defy the brands communication tone. Creators need to separate for a while from the creation, but if you are literally always inside the problem, you will certainly have difficulties to separate from it and come to new solutions. There will be exceptions, of course, but I would not recommend any brand to speak about itself without external advisors.

New York Festivals: What philosophy drives your career? 

Diego Paz Berois: Ideas, values, and love first.   

New York Festivals: What is your all-time favorite ad?

Diego Paz Berois: There are a lot, really a lot. In film, I would say Balls, for Sony Bravia; Security Cameras, for Coca Cola; and Three Little Pigs, for The Guardian. In print, I love Routine Sucks Campaign for Terra Travel. 

On Life:

New York Festivals: What do you personally do to fan the creative flames?

Diego Paz Berois: Avoid walking every day the same path (literally), allow me to question my own statements.

New York Festivals: What’s the one smartphone app you couldn’t live without?

Diego Paz Berois: None, I’ve lived most of my life without apps and I certainly like my previous life without them. ;)

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

Diego Paz Berois: Montevideo, Rio de Janeiro, Ámsterdam, Barcelona. The four are beautiful cities.