ASSOCIATE CREATIVE DIRECTOR
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.
Grand Jury member Andres Acevedo is a Chilean advertising creative and currently Associate Creative Director at The Community Miami (No. 8 on Ad Age’s 2017 Agency A-List), where he develops campaigns for Silicon Valley, California. Before moving from Santiago to Miami in 2014, he was Senior Copywriter at Prolam Y&R and Publicis Chile.
Throughout his 12-year career, he has worked for numerous prominent brands including Renault, Corona Extra, LAN Airlines, BMW, Nestlé, L’Oréal, Mazda, the Chilean Government and Arcor. Andres’ work has garnered awards at global festivals such as Cannes Lions, D&AD, Clio, LIA, ANDY, NY Festivals, ADC, El Sol, El Ojo de Iberoamérica, FIAP, ACHAP and Effie. In addition, his creative work has been published in Lürzer’s Archive Magazine, D&AD Book and The One Show Book.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Andres Acevedo: I think the silence breakers movement is going to have a huge impact this year. Finally, high power levels are breaking down and individuals can make a difference. The case of Harvey Weinstein not just impacted Hollywood, impacted every industry, giving a voice to thousands of women who experienced abuse for a long time. That big step in our society will be the starting point for several amazing campaigns during 2018. I hope those campaigns make a real change, not just a bunch of awards.
New York Festivals: What are your personal criteria for choosing award-winning work?
Andres Acevedo:Fresh ideas with a big impact. Actually, the most basic premise of every festival to being a jury. Ideas that make me feel envious and that I would love to have them in my portfolio. I'm very excited to check all these campaigns.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Andres Acevedo: Awesome challenge.
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?
Andres Acevedo: “Devil” of Agulla & Baccetti for Renault Clio. That TV commercial blew my mind. I was 11 and in that stage of my life just wanted to watch on MTV some Nirvana’s video clips or a chapter of Beavis and Butt-Head. But “Devil” captured all of my attention every time on the commercial break. The story telling, the dialogs and the film production was totally fresh in 1996, especially in the South American context. To be honest, I don’t think this commercial push me to start my career, but definitely was the first TV spot made me look the advertising from other point of view. Still love that campaign.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Andres Acevedo: Has changed a lot. The wall that divided agencies and clients for many years is collapsing right now. This fact is opening new ways to think and work. But I believe is more an evolution than a revolution. Burger King is a good example of that philosophy, with amazing results.