We live in an environment where the importance of something is often measured by the degree of urgency with which it has to be addressed.
That’s why a visit to a Festival of the magnitude of the Ojo is like receiving one of those slaps in the face to wake you up.
It is impossible not to come back more demanding. With your own work to begin with, and with that of the agency in general.
It renews that great impetus to continue, once you already have the right thing, the strategically adequate thing. Even if it means more work, more hours, more effort.
At the Ojo the taste was bittersweet. On the one hand, you felt that we were just there. You saw very good ideas that are also handled in our agencies, but that most of the time we cannot materialize.
On the other hand, you realized that we are still lacking in terms of production, in art direction that breaks everything, in the ability to convince our clients to say things like that.
We are going to have to improve these things, we have no other choice.
The Creativity that we bring out has to cross with the yellow light. Because it is the only way not to fall into common places, not to say or show things that refer you to something that you think you have already seen. Because it is the best way to find an unforgettable communication.
As Bernbach said: “You can say the right thing about a product and no one will listen to you. You have to say it in a way that makes people feel it in their gut. Because if they don’t feel it, nothing is going to happen.”