Andrés Ordóñez, CCO de Energy BBDO
Pay attention to the craft, instead of thinking that an idea to sell must be Latin is the advice that Andrés Ordóñez, CCO at Energy BBDO gives to Hispanic agencies. “Because a good idea doesn’t have to look Latino to engage, it must be based in a great human insight and those ideas tend to transcend cultures. With good ideas and a very good craft we can go wherever we want to go” he explained. Ordóñez shared with PRODU his experience during the first edition of the Ciclope Latino festival, which acknowledges the best advertising campaigns, short films and music videos of the region. “This is a festival where we look at the craft and as publicists we must know how to break down the pieces in order to understand its value as an idea and as a production.” He said that the festival focuses in Latin America’s work. “The idea is -at the end of the competition- having a reel showing the best works of the region and to be an international vehicle for showing the potential of our Latino talent. Beyond that, the event in general seeks to be a meeting space for the industry, a place where experiences can be shared and where to think about the future of our work.” As well as the craft aids in the enhancement of an idea -he said-, also it can help to take the brand to another level. “In Ciclope’s case we see how the craft helps advertising, shorts and music videos make us feel the stories and, in some way, make us closer to them.”
