Ana Becker, concept director at FCB Brasil, is a Creative Data judge at Cannes Lions 2024
A relevant piece of data with the correct reading is more likely to come across to Leo than a lost mass of information. The alert comes from Ana Becker, concept director at FCB Brasil and Creative Data Lions judge. “A single piece of data interpreted in a profound way and used in a creative way can be as powerful as an unprecedented crossing of immense databases”, confirms the executive, who is in her first foray as a judge at the festival. “I’ve already met my fellow jurors. There were exchanges that revealed unique points of view,” she reports. Below, Ana details the peculiarities of the category.
Can
When we talk about data, it’s very easy to let our mind go too complicated, but Creative Data is not about quantity or complexity of data. A single piece of data interpreted in a profound way and used creatively can be as powerful and efficient as an unprecedented crossing of immense databases. The main thing is to keep the human part. Data alone says nothing. They depend on numerous contexts that always need to be taken into consideration and are also subject to interpretation.
cat jump
The meanings we find in the data are a leap of faith. And that doesn’t mean doing gymnastics for the data to tell us what we want. It is a keen eye to understand everything that information says beyond the obvious. Geographic, social, political contexts, a creative look at data and an effective solution will always weigh in on this.
Massa
It will seem like a truism, but to be awarded an award, a campaign really needs to make creative use of data to achieve an objective. I promised myself I wouldn’t make culinary analogies, but here I go: data cannot be the icing or the cake itself. In this rather strange comparison, the data is the flour. It can be wholemeal, rice, almonds or wheat mixed with yeast, it doesn’t matter. Without it, there’s no cake. Data as an intrinsic part of the creative solution and the excellence of the result will point to the most relevant work.
Read the full article in the June 10 edition of propmark
