Chipon: La creatividad consiste en enfocar un producto de una manera inesperada
For David Chipon, Executive Producer at Bikini Films, creativity efficiency is more measurable in digital. “Image advertising is more difficult to measure, but in social media and digital is easier. Thats why the new advertising category at Cannes is growing, because its being measured.” Regarding the 2016 Cannes Lions International Creativity Festival, Chipon told PRODU that creativity is approaching a product in an unexpected way, communicating emotions to the audience. “Basically is moving our sensitivity, we maybe think we dont need a product or service but after watching the creativity we get curious to find out. Sometimes brands sell by themselves, but sometimes they suddenly appear and are important” he said. For Chipon, producers are creative architects, “because we mix numbers with needs and scripts that agencies send us. I like to think that my gift to the industry is my knowledge cleverly mixed with the resources I have.”
