1Please give us a brief bio of yourself and your creative background.
Unlike what happens with men's football, the media gives very little importance to what happens with women's football. That is why we take advantage of advertising space in the media to publicly expose the low visibility they give to soccer practiced by women and summon them to give more coverage to the National Final of the Women's Championship.
2What made you become/why did you choose to become a creative?
We put advertising messages on the sports programs themselves, telling journalists to give more coverage to the final this year. As a result, comparing the coverage given by the main media to the 2020 vs. 2021 women's final, there were:
- +695% coverage on TV
- +677% on radio
- +189% on printed media
- +90% on digital media
3Tell us more about your business/company, job profile, and what you do.
We are an independent Chilean agency, currently chosen as social agency of the year by FICE. We like good ideas with good results. I've been working here for 10 years and I'm currently Creative General Director.
4What does “creativity” mean to you?
Creativity is the most powerful tool that brands have to bond with society. Today, when we live with an overexposure to messages, without creativity, messages lack relevance and visibility.
5To you, what makes a “creative” idea and/or design?
First, creativity must be born from a great truth. People demand representativeness not only visually, but also in the stories we tell. Therefore, the more plausible an idea is, the more attention it will have. Second, that truth must be provocative. It can be disruptive, uncomfortable, novel, daring or emotional. But it must provoke strong sensations. As the great George Lois said: "If advertising doesn't shake you up, it's wasted money."
6Tell us about your creative and/or design process.
We try to always be connected with what normal people live. People who are not publicists, who don't live thinking about seeing ads or care to hear about the ego of brands. Being in tune with all realities gives us a much better chance of finding a great truth that can become a great idea. And for a great idea to be successful, it is essential that it delivers good results.
7What's your favorite part of the creative process and why?
When I see that the idea has a significant impact. In the client's business, in the media or in people's lives
8Describe your creative style and its main characteristics.
Being the best friend of my clients and then inviting them to do crazy things.
9Do you think your country and its cultural heritage has an impact on your creativity process?
The culture and traits of a society will always influence the success or failure of an idea. Fortunately, in Chile we are experiencing a period of great changes, not only in the political aspect. And one of them is that brands are daring more and the way in which society receives these daring ideas is making it clear that this is the right path.
10Congratulations! As the winner of the 2022 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
It is an honor and a great motivation to continue doing different things with our clients. This proves that the best ideas are those that give good results.
11Can you explain a bit about the winning work you entered into the 2022 MUSE Creative Awards, and why you chose to enter this project?
It is a job that means a lot to us as an agency, to Volkswagen and above all to the women who play football in our country.
12What was the biggest challenge with this project?
Getting the media to not only talk about men's football, something that is absolutely ingrained and normalized, but also to give women's football the attention and appreciation it deserves.
13How has winning an Award developed your practice/career?
Awards have never been the main goal of my career as a creative. I consider them a nice consequence. A recognition of real, serious, well thought out and well done work.
14What are your top three (3) favorite things about our industry?
- We never have one day the same as another.
- We never stop learning.
- We never stop having fun.
15What makes your country specifically, unique in the creative industry?
I believe that each industry is unique because of the cultural richness of each country. In that sense, I believe that the Chilean industry is as special as any other.
16Where do you see the evolution of creative industry going over the next 5-10 years?
I think we'll see less and less creative thinking about TV commercials and thinking more about just great ideas, which today, can take shape in endless different ways.
17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Pay as much attention as you can for as long as you can to the professionals who have been in the industry the longest. They always have something good to teach. And never stop paying attention to people outside the agency. They are the real boss and the real jury.
18What resources would you recommend to someone who wants to improve their skills in the creative industry?
Think that what you saw today will not be so surprising tomorrow. That's why never stop looking at what brands around the world are doing, never stop learning new techniques, never stop paying attention to social changes and never get used to a formula. Reinvention and research are fundamental. Being creative is fun, but for work to be successful, we must take it seriously.
19Tell us something you have never told anyone else.
I like Susan Sarandon.
20Who has inspired you in your life and why?
Many creatives who have taught me the value of perseverance, daring and humility.
21What is your key to success? Any parting words of wisdom?
Never stop trying.