2018 Grand Jury Spotlight: Rodolfo Barreto
Executive Creative Director
2018 Grand Jury member Rodolfo Barreto is an Executive Creative Director. He brings over 22 years of experience to the Global Awards judges panel. Rodolfo is one of the most multidisciplinary Brazilian creatives on the market, working in offline, online, branding, live marketing, and full-service models. Throughout his career, he has created campaigns and projects for more than 20 prominent brands.
As a multi-talented creative he’s had success in a variety of mediums. As a photographer, he is a collaborator of Getty Images Brasil / Latam, being awarded 9 times as Photo of the day "in FWAPhoto; As a writer, he launched a short story book entitled Traumas and Other Things That Do not Go Out in the Bath "by RCS Publishing House; As a screenwriter, he wrote the short films "Equilibre (2012)", "Control Pê (2013)", “Last One Flight (2013)", "Satúrnica (2014)" and "A piece of you" Among the various movie awards, he won the award for best screenplay at the Ceará International Festival in 2011.
The motto for the 2018 Global awards is FEEL Creative. It’s about knowing your audience and empathizing to deliver top-notch communications to not only represent your client fully but make people happier and healthier. Tell us a bit about your process – do ideas just come to you, or is it a collective brainstorm with your team? How do you FEEL Creative?
When Apple and Samsung began to fight for the mobile phone market, remember that one of the differences was to have a device with a camera in front and one behind. Samsung said that the front had 7 megapixels and the back was 12. And Apple said that now you can talk to your husband while showing his son crawling. The best brands have understood that you cannot talk only about yourself. What I always ask for the team is to see brands as a tool, the middle of the process, not the end. The end is always on the consumer. People centered.
What do you find thrilling about the industry now that may have been different 5 years ago?
I believe that the increase in data is great to create something amazing. However, I see that we’re becoming dependent on a pragmatic model and losing our cognition and instinct. This has had a very negative influence on decision making and, in a sense, we must be careful not to pasteurize communication.
What is on the horizon for the industry in general and what do you see emerging more in the next few years?
I'm 40 and I'm starting to see all my cartoons that talked about future and robots turning into reality. Therefore, I would not classify this as future but rather as "the day after tomorrow". My exercise in futurology is to know that in less than a decade we will begin to be cyborgs in a less exotic and more natural way.
What are some of the projects that you’ve worked on that you’re most proud of and why? Could be anything.
I can name the last we put in the air made to the NGO Habitat. They needed a communication to help the population living in poor areas of Brazil to fight the mosquito that transmits Dengue, Zika and Chikungunya diseases. We went to study the issue and found that, as much as you educate the population, the irregular terrain of a favela creates pools of water that people cannot identify. Therefore, we created a poster that, besides informing, dissolves when it starts to rain, spreading, along with water, a larvicide. Each poster was capable of treating 200 liters of water for 60 days. For me, the best creative is one who is so involved with the subject that is working that ends up creating the product that will be communicated and not just waiting for the briefing to reach him.
You can watch our case study here: https://vimeo.com/278749996
If you could work pro bono for a brand, foundation, or organization in your field who would it be and why?
I work pro bono for the Pro Sangue Foundation, the largest blood center in Latin America. I really enjoy working with blood donation because it is a necessary element in major surgeries anywhere in the world. It's as if, in a way, I was working on all pathologies.