News

10 March 2017

WE CONTINUE THE SERIES OF INTERVIEWS WITH JURY MEMBERS AND SPEAKERS OF THE FESTIVAL!

IX White Square will be held in Minsk less than in 2 months and we go on introducing jury members and headliners of the festival!

Please welcome! André Toledo, ACD at LOLA MullenLowe, Spain, member of Marketing jury, award-winner at Cannes Lions, D&AD, Eurobest and other festivals, in 2016 have been ranked as the 15th most awarded copywriter according to the Big Won Report.      

 

What ideas appear on your mind when you hear about Belarus?

When I think of Belarus, I think about a country with a lot of history, that’s inspirational and that has a fairly cold climate.

What is creativity for you and why does creativitywin?

Creativity is my tool of work and it’s what moves me every single day. Creativity wins because it surprises, enamours, excites, generates debate, breaks paradigms, and changes mentalities. 

How to develop creativity and what you get inspiration from?

I don’t believe there’s one specific formula to creating good ideas. However, I do think that as long as a creative has more and varied stimuli and experiences, it will be easier for him/her to discover and leverage on new insights, concepts, and campaigns.

Why do ad festivals exist? What are they for?

Festivals celebrate good ideas. Considering how difficult it is for a team to overcome so many filters, approvals, and tests until a good idea survives and finally sees the light, a celebration of good ideas seems fair to me. At the same time I also believe that the best thing about festivals is the inspiration one can find and the hunger with which one returns to their agency, willing to work harder to create even better work.

What would you like to wish the participants?

I sincerely hope that all participants find inspiration at this festival – inspiration to reinvent themselves, to recharge with newfound energy, to get to know new people from the industry with unique points of view, to converse, debate, and most importantly, to have an incredible time.  

Reminding that the call for entries is open on adfest.by. There are 5 contests – creative, branding, digital, marketing, social advertising – that will be evaluated by 5 international jury categories. Deadline – April 7. Detailed information is provided on adfest.by or via konkurs@adfest.by.