ASSOCIATIVE CREATIVE DIRECTOR
OGILVY & MATHER
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, Gonzalo Palavecino is an associate creative director originally from Chile with more than 10 years of advertising experience. In 2013, Gonzalo left Chile for Dubai in search of education and new experiences. Before joining Ogilvy & Mather Chicago in 2014, he worked for BBDO Dubai, BBDO Chile and Y&R Santiago.
Gonzalo’s experience in different markets was fundamental in his decision to settle in Chicago — one of the most diverse and cosmopolitan cities in the United States.
Prominent clients he has worked with include: Pepsi, Corona, Wrigley, Aspirin, Snickers, Blackberry and Glade, and his work has been awarded in some of the world’s most important festivals, including Cannes Lions, Lia, Clios, ACD and AD&D.
New York Festivals: Why judge…and how do you find the time?
Gonzalo Palavecino: If you want something, you’ll make time for it.
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?
Gonzalo Palavecino: Since this is my first time being a judge, I’m open to learning anything and everything. Hopefully, I can come back a fresh vision.
New York Festivals: What are your personal criteria for choosing award-winning work?
Gonzalo Palavecino: Simple Ideas.
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?
Gonzalo Palavecino: Gender equality. I hate the way that advertising is approaching it. Equality should not be a trend. Equality should be something present in our lives every day. It’s dangerous for brands to use it as a strategy to sell more products.
New York Festivals: What was the hardest ad you ever had to create and why?
Gonzalo Palavecino: One Chicago. A campaign created in support of immigrants here in Chicago. It was so awesome give something back to people who have the same dream that I have.
New York Festivals: In 3 words or less, what do you think about 6 seconds commercials?
Gonzalo Palavecino: I don’t know.
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?
Gonzalo Palavecino: What it's like to have a mustache, from la "Comu" Argentina.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Gonzalo Palavecino: I don't know, but I will love to see clients and agencies more like business partners.
New York Festivals: What philosophy drives your career?
Gonzalo Palavecino: Cheese.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Gonzalo Palavecino: Never give up.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Gonzalo Palavecino: Emerson Navarrete, probably the best art director from Chile.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Gonzalo Palavecino: Erik Vervroegen.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Gonzalo Palavecino: Anything but advertising, from cooking to taking random short trips.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Gonzalo Palavecino: Instagram.
New York Festivals: If you could live anywhere, where would it be?
Gonzalo Palavecino: Paris.
New York Festivals: Who’s a creative icon that inspires you?
Gonzalo Palavecino: Virgil Abloh,.
New York Festivals: Favorite music album of all time?
Gonzalo Palavecino: Michael Jackson’s Thriller.
New York Festivals: Favorite travel destination?
Gonzalo Palavecino: Anywhere.
New York Festivals: What is your mantra for life?
Gonzalo Palavecino: More Cheese.
What movie or book best depicts the theme of your life?
Gonzalo Palavecino: Be Stupid: For Successful Living.