norberto zylberberg
Norberto Zylberberg, CCO and Founder of Socialisssima, said as a member of the Film jury at the Independent Advertising Festival (FePI) that one of the key elements for judging the competing entries is Storytelling. “While many ads on different platforms have to make do with just a few seconds, in film there is always more latitude for telling stories and touching people’s hearts” he said. Another element is Craft. “There you see the imprint of each person involved in the process, from the agency and the client to the look and feel the director gives it. And all the better if the piece has time to ‘breathe’ – that will give the idea more consistency.” Zylberberg believes the Film category continues to be coveted because it’s the one that best conveys emotions. “Maybe we have to get used to the fact that Film – due to media profiles, ROI, and user dispersion – becomes a category made for the person who is engaged in a network and wants more. Film also best reflects the changing times and its appeal will continue to depend on updated ideas and reaching users in new ways.” FePI is a festival that has always gone against the tide, the Socialisssima CCO said, and due to the changes that can be noted in several festivals worldwide, FePI was not mistaken in its approach. “Leaving aside the network lobby, viewing the creativity objectively and helping agencies show their best work without penalizing them with costly fees are very positive things that encourage those who cannot fork out thousands and thousands of dollars to compete.”
OPINIÓN- Norberto Zylberberg de Socialisssima: Free lunch desde el 2007
