AlmapBBDO's new creative director, Gabriel Frana is on the festival's Writing for Advertising jury this year
Back at AlmapBBDO, now as creative director, Gabriel Frana is one of the 14 Brazilian professionals chosen to be part of the jury for D&AD 2024, which will be held in London, between the 18th and 22nd of May. The creative, who was previously at AKQA So Paulo, will judge the Writing for Advertising category, which evaluates the craft of the advertising text.
I will judge a category of advertising text. It's the first time I'm judging this area, but based on what I was researching and what I already knew about the festival, it's one of the categories that highly evaluates the craft and execution of the text. It is very technical and, despite being about text, not just long copy, there are also a lot of films that are registered and longer scripts, highlights França.
This is the first time that Frana participates in the D&AD jury. Excited, the 33-year-old creative director tells how he prepared for the trial. I was looking at last year's work and I think there will be a lot to judge, because I believe there will be texts, but also films that are generally longer. The category evaluates text craft in all media. I'm seeing if my criteria matches the festival's, which is very different. Awards are very much based on each person's experiences, and what different cultures and thoughts believe is the best work, he highlights.
The creative also reflects on how to have a good advertising text, how to start writing at the end. I like to look for references in people I'm working with. So I go to places where I think I'll meet really cool people. I like to be inspired by whoever is by my side. My inspiration comes a lot from my friends' folders and awards like D&AD are also a great source of reference and inspiration.
In addition to talking about his international experience, the Brazilian jury for Writing for Advertising at D&AD also comments on the day-to-day life of a creative at a large advertising agency.
