Cannes beat– Leda Nasio of Nunchaku: The biggest challenge is knowing how to adapt to a globalized society that increasingly demands more quality

For Leda Nasio, Executive Producer at Nunchaku USA creativity is a connection between feelings and intellect, “it is all those ideas that allow us to create something that emerge directly from the soul.” Regarding the 2016 Cannes Lions International Creativity Festival, she told PRODU that her gift to the industry would be: “A blank page and a pencil to write whatever it can think of.” She noticed that old models must be left out, also not to categorize and not to underestimate consumers. “The biggest challenge is knowing how to adapt to a globalized society that increasingly demands more quality.” “Knowing who you’re talking to, using a common language, being direct, honest, realistic, are part of the elements that make a message relevant. The goal is that consumers identify with the message we’re giving, making it their own” she explained. An isolated product is only an object with one function – he said-. “If we add values, feelings and human warmth, we’re basically giving it life and personality. Clearly people will choose the whole package.”