Rodríguez: La simpleza sigue siendo clave para tener más oportunidad y relevancia dentro de esta categoría
Juan Carlos Rodriguez, Badillo Saatchi & Saatchi (Puerto Rico)s executive creative director and juror of the Promo & Activationcategory, talked to PRODU about that category and the criteria applied by the jury to choose the awarded work.In this opportunity, the category received a total of 3,241 submitted pieces from 75 countries, a quantity that Rodriguez considered excessive. In general terms, I think it was a bit unfair with the material to have too many pieces. It is very difficult to evaluate the value of ideas in an overloaded context and many working hours where we had to check more than 3,000 submissions, he said. The idea man considers that the Promo category has many complications for being so varied. Not all the jurors understand what has to be evaluated in every criteria. It is confusing since it is not clear the idea of the piece and it is difficult to understand the different categories that go around a same idea, he added.Regarding the criteria applied by the jury, the advertiser said that it was not unified. I do not think all of us was thinking the same, an impression we shared among the Latino jury and we also agreed with some European ones, he commented.From his experience, Rodriguez recommended simplicity above everything. In such a complicated context like this category, simplicity continues being the key to have more opportunity and relevance, he ended.
