Pina: El criterio este año en el festival es muy alto
The Chicago-based agency roared with a Silver Lion in Outdoor for its piece Tequila Cloud for the Mexico Tourism Board. “This award represents the agency’s mentality. It represents a team that isn’t afraid of failing, a very brave team. I think it is very important from this point of view: we fail a certain number of times, we received a certain amount of ‘no’, and we continued, nevertheless. So I think this award is a representation of that” expressed Flavio Pina, Creative Director & Head of Art of LAPIZ. The agency produced with Two Bit Circus, in Los Angeles, a cloud with the best Mexican product: tequila, that was exhibited in a gallery in Berlín, Germany. “I think this year is going to be tough. I think the criteria is very high, which is good. We used to see a bunch of ideas in categories that didn’t make sense, so now I think judges remain true to the category, and, for example, in Promo & Activation we can see that in each one of the finalists the target is very clear and that target’s response is also clear, so I think they are doing a very good job in terms of raising the bar. I am very happy with the quality of the work I have seen until now” said Pina.Regarding the festival, he confessed being very excited about Innovation. “They are such inspiring ideas for us. I think we can learn a lot from their creative process, so I am very excited about this and hope it continues in that direction, going beyond advertising.”
