ASSOCIATE CREATIVE DIRECTOR
BBDO NEW YORK
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 Grand Jury’s 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.
Bianca Guimaraes, Associate Creative Director for BBDO New York brings over nine years of experience to the Grand Jury panel. Bianca has been named as one of Business Insider’s ‘30 Most Creative People in Advertising Under 30’ in 2012, 2014, 2015 and 2016. In the past year, she’s been featured on Adweek's Creative 100, named among the 'Next Creative Leaders' by the One Show and the 3% Conference, and as one of Shots’ Rising Stars.
Bianca's work speaks for itself. It has been recognized at shows including Cannes, One Show, Clio, LIA, D&AD, ADC, Webbys, Effies, among others. It has also been featured in the New York Times, LA Times, Business Insider, Washington Post, ABC News, Contagious, Mashable, Gizmodo, CNN, Fox News, PIX 11 and BuzzFeed.
New York Festivals: Why judge…and how do you find the time?
Bianca Guimaraes: I think it’s important to have a diverse pool of judges so as a woman in advertising I make an effort to participate. It’s also a good way to stay on top of the best work out there.
I usually start as soon as the judging starts so I can do it little by little as opposed to having to spend a full day reviewing entries.
New York Festivals: What are your personal criteria for choosing award-winning work?
Bianca Guimaraes: I look for work that cuts through the clutter in its category; work that has been successful/talked about outside the advertising community and work that makes me think, “I wish I had thought of that”.
New York Festivals: What was the hardest ad you ever had to create and why?
Bianca Guimaraes: I’m currently working on a distracted driving campaign for AT&T that’s very hard emotionally. Interviewing families that lost loved ones because of something so pointless as a text message is devastating. I’m glad to have the opportunity to help them turn their experiences into something that can help prevent that from happening to other people.
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?
Bianca Guimaraes: I think it works for some brands, but I believe having an agency outside their company can bring a healthy perspective.
Also depending on the brand, it could be hard to attract the level of talent that they would get from an agency.
New York Festivals: What philosophy drives your career?
Bianca Guimaraes: Resilience. I’ve learned to build up my resilience and not to get frustrated or burned out. I keep a positive attitude and try not to take myself too seriously.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Bianca Guimaraes: Don’t fall in love with your ideas. Know when to move on and focus on coming up with something even better.
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Bianca Guimaraes: Old Spice Mom’s Song, Dove Real Beauty Sketches, The Guardian’s Three Little Pigs, Folha de São Paulo Hitler and Ikea Lamp.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Bianca Guimaraes: I like to play volleyball as a way to distract my mind. It’s a mental reset that helps me stay creatively fresh.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Bianca Guimaraes: WhatsApp, Google Maps, Seamless and Candy Crush.
New York Festivals: Favorite travel destination?
Bianca Guimaraes: Anywhere I haven’t been before. I don’t like repeating travel destinations.
New York Festivals: If you’re binge watching…what are you watching?
Bianca Guimaraes: It can be anything from Master Chef to Black Mirror. I’m into Mindhunter now.