Olenky Rosales Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
What motivates me to be part of a creative advertising jury is the opportunity to witness the transformative power of an idea. Advertising is not just about communication, it's about evoking emotions, surprising, and creating experiences that stay with people. I'm passionate about discovering those sparks of creativity that uniquely connect with audiences. My contribution to the evaluation process will be an approach that seeks the magic behind each concept: that spark of originality that elevates the ordinary to the extraordinary. I hope to bring a fresh, objective, but also bold perspective, valuing not only the visual impact but also the ability of an idea to move, inspire, and above all, connect authentically
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
In 2025, disciplines like interactive advertising with technologies like AR and VR, and the use of artificial intelligence to personalize messages, deserve more recognition. Additionally, sustainable advertising and authentic inclusivity are key areas making a real difference today and should be celebrated for their social impact and ability to connect with audiences in a more responsible and meaningful way
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
In Latin America, Brazil and Mexico are leading the creative field with campaigns that blend cultural authenticity and strong social messaging. Argentina and Colombia are also gaining ground, standing out for their originality and ability to connect with both local and global audiences. The region's creativity is fresh, bold, and deeply rooted in its identity
What trends or cultural shifts do you think will define the most impactful creative work this year?
This year, I believe we'll see a greater fusion of technology with humanity, especially with the advancement of artificial intelligence, which will enable more personalized and interactive experiences, bringing brands even closer to their audiences
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
My advice would be to dare to be authentic and break the mold. Creativity is not just about surprising, but about genuinely connecting with people. Taking risks to do something different, but with purpose and relevance, is what truly makes a difference. It's not about making noise, but about telling stories that leave a lasting impact
Which creative minds are inspiring you the most right now?
I'm inspired by creative minds like Chris Do, who takes design and strategy to the next level, seamlessly blending creativity with logic. I also admire David Droga, whose vision of creativity as a tool for social change constantly motivates me. Both have the ability to break the rules while authentically and deeply connecting with audiences
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