Juance Mendoza Interview(s)

Be part of the PHNX Jury, brings to the competition a global perspective from outside the region. What motivates me is the opportunity to witness and celebrate creative excellence from around the world. I hope to contribute a fresh, unbiased viewpoint, evaluating entries based on their universal appeal, emotional resonance, and innovative storytelling. By sharing my insights, I aim to help identify and recognize work that transcends borders and inspires a global audience.

I'm a "idea believer", today in a tech-driven world, we often prioritize innovation over intuition, and execution over idea. As a result, I think that 'judgment' deserves more recognition in award shows. By 'judgment,' I mean the ability to discern what's truly important, to filter out the noise, and to make deliberate, creative decisions. In an era where technology can facilitate almost any idea, it's the judgment behind those ideas that truly sets great work apart. I'd love to see award shows place more emphasis on recognizing and rewarding this critical aspect of creativity.

The European market, particularly the UK, Germany, and France are currently leading the creative field. They have a strong tradition of innovation, a high level of craftsmanship, and a willingness to invest in creative talent. Many latin talent is working there, so, it helps.

As for emerging markets, I think the real opportunity lies in the new media landscape, particularly in the realm of streaming and online content. However, I also believe that the 'modernization' of the traditional media platforms is crucial. We need to "rescue" and elevate the traditional media mixing them to showcase high-quality, engaging, and innovative content.

This year, the most impactful creative work will be defined by a renewed focus on social responsibility and authenticity. Brands will need to move beyond superficial CSR initiatives and instead, genuinely collaborate with communities, NGOs, and social movements to drive meaningful change.

It's no longer enough for brands to simply use social causes as a marketing tool. Instead, they need to demonstrate a more humble and honest approach, acknowledging their own role in societal problems and taking concrete steps to address them.

Prioritize universality over novelty. In today's globalized world, ideas need to be applied and understood universally, regardless of cultural or geographical context, are the ones that truly stand out.

As an international jury, we're not looking for ideas that are overly complex or reliant on local references. We're hunting simplicity, clarity, and timelessness. Don't assume that your idea is the 'holy grail' just because it's new or trendy. Remember that sometimes, the simplest ideas are the ones that resonate the most.

So, be judicious of your own ideas, and ask yourself: 'Can this idea be applied anywhere in the world? Can it be understood by anyone, regardless of their background or culture?' If the answer is yes, then you're on the right track.

I've had always took as inspiration models two creative minds who are (and were) pushing the boundaries of innovation and storytelling in the advertising world. Firstly, Leandro Raposo, a highly acclaimed creative director, is someone whose work I've always admired for its boldness, simplicity, and emotional resonance. Huge fan of the Sedal's classic concept.

Secondly, Eulalio Ferrer, a renowned mexican creative leader and writter, former master of advertising. Read about him, is awesome.