Cannes 2024 – In-Person Juries
(06/07/24). Josefina Casellas, VP ECD & General Manager SS LATAM of R/GA, who was President of Design at the International El Ojo de Iberoamérica festival in 2023, was chosen in 2024 to be an in-person jury for Design Lions. In this interview we talked with Josefina about the criteria for evaluating the best ideas in this Award and those who have used AI to create their work.
-How important is the category that you are judging this year in Cannes?
-Beyond my background as a graphic designer, I believe that design is an essential part of any idea. Therefore, it is a super important category within this and any other festival. Design can raise or enhance an idea, it helps us tell stories better, and not to mention it allows us to make things simpler and more accessible for people. Design is everywhere.
-What must an idea accomplish to be recognized in this award?
-If a work is registered in Design, I will assume that at a craft level it is impeccable. So, what I am going to look for is that it is innovative and that it gives design a fundamental role or that it is the idea itself. That they have an impact on the consumer, the client or society and that they have a reason for being. We had a very constructive meeting with the President and all the category juries. The recommendation was to judge conscientiously, with criteria and use the entire range of scoring.
-How will you evaluate jobs that have been created with AI?
-For now I have not seen as many cases that have used AI as I saw last year. In those who have used AI, what is behind that use will be evaluated, whether it makes sense and plays a fundamental role in the idea. Not that technology has been used just because. I’m going to focus on how AI added value to the idea.
-How do you see the creativity of your country this year for Cannes?
-After last year, with everything that Argentina won, the bar was super high. Although in my category I did not see much of Argentina, I think there are many cases that can be recognized.
-Did your company submit ideas to Cannes this year?
-At the regional level we noted the rebranding of the global identity that we did for Android and “Catch my iPhone”, the action for Verizon, alongside J Balvin, recreating his figure with augmented reality. Globally we enroll “The Art of Explorers” for Moncler, an e-commerce experience that seeks to convey the luxury of shopping in the brand’s physical store through a gaming approach with 3D rendering technology. We also go with “Black Powerhouse”, an experience we carried out for the Australian indigenous organization We Are Warriors; and with the campaign we did for Ponos and his game Battle Cats which, instead of being a typical promotional campaign for Black Friday, gave players the opportunity to interact and intervene in the game. Locally, we enroll “3 laps”, the campaign we did for Gatorade and the special edition of its bottle (made by Becoming) that celebrates the Three-Championship of the Argentine Soccer Team.
3 Laps. Advertiser: PepsiCo Argentina. Brand: Gatorade Campaign – Gatorade 3 Laps. Product: Gatorade. Advertising agency: R/GA. Creative VP: VP, Executive Creative Director & Managing Director SS LATAM: Josefina Casellas. Creative General Director: Executive Director Business Development SS LATAM: Pablo Muñoz // Executive Creative Director: Ignacio Jardón. Creative director: Guillermo Bagnato // Associate Creative Director: Christian Arias. Account Director: Carla Palese. Responsible for Client: Pepsico // Head of Functional Beverages: Martin Watson // Marketing Sr Director Latam South Beverages: Francisco Mangiarotti // Marketing Director Latam: Gonzalo Chigo // Marketing Manager: Natalia Landa // Brand Manager: Tomas Houssay // Regional Marketing Manager: Alvaro Promotion // Social Beverages Marketing Sr. Director LATAM (Pepsico): Nicolás López Martí // LAB Innovation Sr. Manager: Teresa Soto // Senior Marketing Manager LATAM: Flavia Pennano. Audiovisual production: Hungarian Mom. Film director: Federico Ondjian. Executive producer: Juan Saravia, Soti Charnás. Agency Producer: Producer: Carolina Santoro. Editor: Belén Farías, Ignacio Grosman. Innovation director: Nicolás Pimentel. Country: Argentina. Category: Non-alcoholic beverages.
Case – Rebranding Android. Advertiser: Google. Brand: Android. Product: Android – Rebranding. Advertising agency: R/GA Brazil. CCO: Tiffany Rolfe (global). General Director Accounts: Greer Oliver. Executive producer: Katia Davidson Ferrara. Planner: Melissa Jackson Parsey (VP Managing Director) / Márcio Oliveira (SVP Managing Director). (VP / Head of Brand Design): Augustus Cook // (Producer Brand): Chaya Leverton / Kailee Bongiovi. Country: International . Category: Image .
