Tiago Trindade will be a judge on Creative Commerce
Creative Commerce is the Cannes Lions category that celebrates innovative and creative approaches to online and offline commerce, such as payment solutions and transactional journeys.
This year, the jury will be attended by Brazilian Tiago Trindade, partner and co-CCO of Digital Favela, who is making his debut as a judge.
To the propmarkthe executive says that he will be looking for works that recreated the shopping journey and how this increased sales, solving a commercial problem in a creative and innovative way.
Expectations
The expectation is to make the best delivery possible without leaving aside, at any time, my perspective and my references. Being in this select group, which brings together the greatest creative minds from around the world, is an accomplishment. First as a creative professional, but also as a black and peripheral professional. I know it is a huge responsibility and I take with me not only my experience of 20 years in the advertising market, but also all the people I know I represent.
Diversity
I really want to find diversity happening in practice and not just in speech. Whether in the composition of the juries, in the festival corridors and especially in the ideas we will find. I see our profession as a great opportunity to execute ideas that transcend and change the direction of brands and the communities in which these brands want to participate. I look for ideas that impact business and transform problems into real solutions.
Themes
I still believe that AI will be widely used in the registered cases. Now not only in theory, but in practice. Not as a tool that replaces, but that makes everyday life and the execution of ideas easier.
Creative Commerce
The Creative Commerce category evaluates innovation and creativity to create forms, new experiences and transaction models that generate real results. It’s where brand building and business growth meet. How did that campaign recreate a purchasing journey and how did it increase sales and creatively and innovatively solve a business problem? All of this is essential for the case to be successful. More to the point, ideas need to save the business before saving the world.
Read the full article in the June 10 edition of propmark
