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.
Viviane Pepe, Creative Director, WMcCann, Brazil has been developing projects for clients such prominent clients Coca-Cola, Sprite, Fanta, TIM, Statoil, Mobil, Maybelline and L'Oréal Paris. She has received numerous accolades throughout her career having been nominated and awarded in Cannes, Clio, One Show, The New York Festivals, Webby Awards, El Sol, El Ojo, FIAP, CCSP, #Femvertising, Wave and Effie. Viviane is a Pop Culture teacher at the Miami Ad School, with a specialization in Design at the School of Visual Arts in New York and Fashion Innovation at the Central St. Martins in London, she is passionate about culture, behavior and innovation. This year Viviane and her team’s L'Oréal's campaign "My First Women's Day" was recognized by IPG's Diversity Award as the network Campaign of the Year.
New York Festivals: Why judge…and how do you find the time?
Viviane Pepe: Joining an awards discussion today is a top priority, since it’s one of the ways I want to use my time to contribute to a more relevant and diverse industry for both sides of the table: announcers and consumers. It’s an honor and also a pleasure.
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?
Viviane Pepe: Judging is a pragmatic way to enhance our own work quality. The same way as a jury member I have to push my own criteria and stick to it, as a creative leader I must share with the team a clear direction, to avoid that useless steps when most of our time can be consumed by trying to figure out the work goals.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Viviane Pepe: Diversity themes really going further than quota representation and putting real issues to be explored as narratives for brands.
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?
Viviane Pepe: Brands in a process to get more connected to people’s lives. Advertising extrapolating formats and interacting with people’s real habits, so that strategies today can move from “invasive” to “persuasive meaningfully”. Humor should come back also. Tech and data moving getting translated into human values.
New York Festivals: What are your personal criteria for choosing award-winning work?
Viviane Pepe: I usually try to decide not only based on the case study but trying to get to the audience point of view.
As a viewer I ask myself: why should I care? How it inspires me? What does this have to do with my everyday life? From this perspective, I feel like I’m judging the original idea. Then, I move to the craft and the quality of the execution.
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?
Viviane Pepe: I wish the work that’s been produced could get away from drama-related issues mainly explored in an opportunistic point of view.
New York Festivals: What was the hardest ad you ever had to create and why?
Viviane Pepe: “My First Women’s Day” campaign for L’Oréal Paris, about a trans woman true story, for sure. In fact, to get it done it was the fastest process I’ve ever been into, with less than 2 weeks from creating to executing and airing it in total. But actually, it took me some years to finally get to approve an idea like this, for such a giant brand as L’Oréal. The whole narrative was built around themes like respect and mutual support. The campaign should mark the brand’s point of view of the feminine discussion in a violent and misogynist scenario like Brazil, a male dominated society where women and LGBT people are radically discriminated.
"My First Women’s Day” was the most watched online film in Brazil on March 8th and in 24 hours was seen in Asia, Europe and the Americas, with a record engagement rate. The campaign increased positive brand perception by 35% and on social media consumers spontaneously declared their purchase intention, even if it was an institutional ad and Brazil was enduring the deepest recession period in its history. The girl, Valentina Sampaio, joined the official team of L’Oréal ambassadors and became famous and respected worldwide, starring on Vogue Paris cover as the first trans model in the magazine’s history. The initiative was replicated in other countries, like the USA with actress and writer Hari Nef. Along with L’Oréal, Valentina became symbol for women representation in the country, and “My first Women’s day” was elected the brand’s best campaign globally.
So far, it’s been the hardest work I ever had to create, because we should not only surprise but had to be fast and bold, preventing any mistake in handling with such a delicate theme. But we made it, in a process of trust, bravery and teamwork. The impact was huge, and the campaign extrapolated not only its local boundaries, but also its goals and expectations.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Viviane Pepe: Try something new.
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?
Viviane Pepe: Coke’s films, Absolut’s prints, Nike’s campaigns. In Brazil, WBrasil’s films for Valisere and Epoca Magazine; Almap/BBDO’s campaigns for Havaianas.
New York Festivals: What philosophy drives your career?
Viviane Pepe: You do not own anything, you do not know anything. Move things around - and be strong enough to reinvent yourself.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Viviane Pepe: Visual arts, music, movies and pop culture are my personal triggers, that actually pushed me into this career. But mainly, having kids around is the most powerful creativity tapper. Children make you change your point of view and, if you truly pay attention to them, you are able to refresh your own ideas and can be surprised by radical new perspectives.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Viviane Pepe: The alarm clock.
New York Festivals: Favorite music album of all time?
Viviane Pepe: Transa, by Caetano Veloso
New York Festivals: Favorite travel destination?
Viviane Pepe: The next one. Traveling keeps me going.