Buffagni: La creatividad es crear soluciones y contenidos
Pablo Buffagni, Founder and Creative Leader at BBQ, explains that what is important in order to stand out is to do things that are perceived as new and different, to create solutions, contents, products and to show points of view that have never been explored, “that escape from boring formulas”. For all that, creativity is essential, he told PRODU.Creativity has accompanied Buffagni before having developed a career in communications, he says, and it has always helped him achieve the best results without being bored. “First of all, creativity is the most fun way for me to make a living. Based on inspiration, but also on a lot of work. But fun work. Creativity is in everything and in everyone.”Amidst the campaign of the Cannes Lions Festival, he assures that if he had to give the industry anything it would be humbleness. “I would give it a bicycle so it would get off the luxury car and not think it is just for a few chosen bohemians.”In his opinion, values and products don’t necessarily have to be warring parties, since value is subjective. “Each brand must define its value, the same as people must, and then there will be those who follow and people who do not agree with those values.”The challenge with consumers is “to make them fall in love all over again so they can enjoy what we present to them and don’t see it as something imposed”.
