Bombicci:La creatividad es ese instrumento que utilizamos para contrabandear información
For Lorenzo Bombicci, Senior Editor at 2150 Editorial two elements are essential for a message to be relevant: client’s boldness and agencys courage to go beyond the communication limits, meaning broadening the perimeter. Talking to PRODU he noticed that the challenge facing consumers “is not boring them with obvious and non-entertaining messages.” Despite the fact that he doesnt know the formula, he said that more values than product should be offered, and assured that there is a need for new ways. “I think that trying to drop off some fears, pushing the limits a little and making messages become attractive again.” Regarding the 2016 Cannes Lions International Creativity Festival, he explained that creativity is the way we find to metaphorize a message. “It’s that tool we use to smuggle information.” “I think that all of us that work in this give to creativity our best energy, enthusiasm, time and professionalism” he said.
