Gabriel Arosemena Interview(s)

It is very important for me to be part of the jury in this festival because it is one of those that I admire and has a high level of competition.

In addition to being able to see firsthand high-level work from large network agencies and independent agencies with a lot of enthusiasm.

Very positive. I think it can be much more critical in judging not only the idea, but also measuring the result, the strategy or if it really fulfills a brief or a brand needs and it's not just a nice video tailored for a festival.

I think it gives a great opportunity to independent agencies. There are agencies with very good ideas but maybe they don't have as a priority to spend on festivals that have a high fee just to see what happens.

It's a great opportunity for benchmarking without thinking about cost. In that opening phase, I think everyone competes and you can see what happens. There are always agencies that surprise, I include myself in that.

An idea that solves an obvious problem with an unexpected solution but can be scalable and replicable.

If there's one thing I like to see in a case, it's that they make me see the problem as a real problem and then how they solved it. Sometimes the solution is so simple that it was always in sight and yet no one sees it.

I think we are in that transition where brands are already looking to connect with a new generation (GenZ). I see that the trend is to get to know this generation, what moves them, what scares them. And it really is a complex generation. There are brands that simply have to accept that they are not for everyone. I think it's a generation that appreciates honesty and reject forced connections.

Anselmo Ramos - GUT
Gustavo Laura - We believers