Cannes beat– Héctor Prado of Firefly Ad Next: We’re merging brands to deliver them to a virgin market such as Cuba

Creativity is making relevant the irrelevant and is not something exclusive of advertising ego, according to Héctor Prado, Founder and Creative Director of Firefly Ad Next. “Creativity is not in the ideas but in making these ideas materialize” he explained PRODU. Prado’s gift to creativity -regarding the thanking campaign promoted by the 2016 Cannes Lions International Creativity Festival- will be talent for the industry. “I’m a creator of creators, and I’m always in the search of extraordinary talents in art, dance, music, technology, writing, experimental manifestations, etc. I’ve found talent doing things that don’t impact their environments, but when you aid them in stop being invisible, you give the world a new creativity legacy.” Firefly Ad Next has developed innovative products together with its clients, including: turning shot energy drink in chewing gums that fit the pocket, has add probiotic to traditional consumption products changing in this way consuming habit. “We’re merging brands to create a new one and presenting them to virgin markets such a Cuba. This hand-in-hand with CoCustomstum Retail Solutions. With such products is obvious that the message will be more relevant and creative in such a competitive market.” One of the challenges the industry faces is having empathy between the brand and consumers, “which makes of the brand an extension of the user’s personality.”