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María Bernal of LAPIZ: Hispanic market grows stronger each year and weve won the recognition of different markets
16 de marzo de 2016
María Bernal, directora creativa de LÁPIZ
For Maria Bernal, Creative Director at LAPIZ Hispanic market has become consolidated in creativity festivals due to the big ideas in the pieces submitted. Bernal talked to PRODU about her role as jury in the Digital and Mobile category in El Sol, Iberoamerican Advertising Communication Festival. “The Hispanic market grows stronger each year regarding ideas-, weve won the respect and recognition in different markets, not only by putting on the table solid ideas but by bringing ideas that play very well in several categories” she said. She believes that the key for a successful piece is having a big idea behind it, and that the work touches on an interesting human aspect or solves a human problem differently. She also considers that the craft is a very important aspect and can make a difference in a creative piece. “Pieces should be judged by having a big idea behind it. If we consider mobile as a media that follows the audience wherever it goes, I would take into account the impact that the piece causes on a specific person, if it induces engagement and a sense of belonging. I believe the piece must induce curiosity and entertain, make people feel proud of sharing it or wanting to interact with it.” She added that if the piece is found on an interesting insight, the possibilities of being well evaluated will increase.
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