The piece that did not even approve the client is the big brother of the frauds, while the piece that advertises a client that does not even exist is the daddy of the frauds. Whether or not you agree with these unimportant labels, we are facing a moment that requires an examination of conscience and an open-hearted review.
Colleagues, what are we playing at? Who are we really trying to convince? When are we going to finish realizing the damage we are doing to ourselves? Can we go on like this and pretend to be more creative? Do we feel pride for a prize won with a cheat? From my own experience, it does not provoke any pride and rather, it generates a subtle sorrow at the base of the guts. The Tribu truchos that have won in competitions are not in the line of our great satisfactions.
I think that the truchos dig our own grave and take away the seriousness of our profession. In fact, we signal to the client that creativity is only for contests, that it is only for our statuette-thirsty egos and that it should be reserved only for awards. For the campaigns paid by the clients, then, we leave the safe, the known, the typical retail version, the splash, the smiling models, the conventional.
I think that the experience lived by JBQ, which I learned about today in La Nación, has to serve to continue the discussion, and for each agency to make its decisions conscientiously. I am sure that the piece registered in the Róger Barahona contest, and whose prize was returned by JBQ, was not only unknown to the client, but also arrived at the contest without the knowledge of Alberto Quirós and his partners. Going to pieces without the client’s approval is a way that JBQ has never needed, and they do not need it now. Nor will they need it in the future.
This was an error of omission, in my distant opinion, which does not justify opening any way for many to now point and accuse sacrosanct, as if we did not have sins behind and ahead. The omission is a fault that we all commit, and that in the plane of the contests, in my experience, it has happened that I have come to find out what is entered, and not what is going to be entered. However, the isolated event of this returned prize is a possible reflection of the mood that moves our younger creatives and that today we have to influence in another direction.
Finally, it is important to note that the definition of trucho is a matter of constant discussion. Thus, what is trucho for some is not for others. And that it is not questionable in the least if an agency decides to cheat openly, because at the end of the day, it is their free and open decision. For this, I do not and will not judge anyone.
As a guild, however, it is a majority that is convinced of how much this pursuit of prizes at any cost and risk affects and hurts. We have to make decisions, and then be consistent with them.
In Tribu, the discussion is open. There are diverse positions and conflicting points of view in various directions. It is healthy and constructive. We will see. We will be more on the subject.
But well, what do you think?
Feel free to add your comment.
