Daring new communications can give you real shivers, said Daniela Bombonato of DAVID as FIAP 2021 juror

Daniela Bombonato, head of strategy at DAVID The Agency and a member of the shortlist jury at the 2021 Ibero-American Advertising Festival (FIAP), said that more than freshness and innovation, a festival entry must reinvent a brand’s way of relating to a particular category. “I think that true innovation has the power to instill new types of behavior, and as a consequence establish new connections with the public,” she said. “Good innovation pushes relationships toward the future, rather than limiting them to strengthening the old connections in a technological/creative way.” Finding new ways to serve society during the current pandemic context can also be a plus for brand. “Those that manage to offer creative ways to solve real problems – in ways no one had thought of before – deserve to be a focus of attention,” she said. As for what a campaign needs in order to be memorable in this context, she said that originality with cultural relevance always wins “whatever the context. The shivers, the goosebumps that come from seeing something new and daring are always real,” Bombonato added. “It’s worth mentioning that in times like these, when there is such a strong macro context like Covid, it’s usual to see one brand’s communications looking very much like another’s, all in the belief that they are doing something culturally relevant – when in truth they are just stocking up on the same old kind of messages. Those capable of adding a fresh, authentic view at this time deserve a better place in history.”