CoCEO and CCO of Africa, creative being a D&AD judge for the sixth time this year
The relationship between Sergio Gordilho, coCEO and CCO of the Africa agency, with DA&D, the festival that values craft, is a long one. It starts when he studied design in London in the late 1990s and DA&D recognized a work he had entered in a festival contest that resulted in him being invited to become one of the representatives of the English advertising market at Cannes Lions.
From that time on, the relationship evolved and Gordilho was sworn in five times, of which twice as president. This year, the sixth participation takes place, this time in the Entertainment area. The online jury, which will curate what will be judged in person in May, is already underway.
Advertising has always been entertainment. Does it inform? Yes! But the base entertain people. When we remember the great campaigns, they all have entertainment as their strength. We structure commercial breaks on television and radio with entertainment. And more and more the content that we upload on social networks has entertainment. It’s the only way to engage and get people involved in our conversation. It is a very rich area with a great trend of growth. And not just at DA&D, but at every advertising festival. At Cannes Lions we already have four lines: pure entertainment, for music, for sports and this year for games, emphasizes Gordilho.
People’s time is increasingly required. Is expensive. Therefore, having something that transcends the advertising metric will generate differentiation for agencies and brands. What is ruining people’s relationship with Netflix. We spend a lot of time looking for subjects and series to watch and that causes us to diminish relationships with people. There is a relentless quest for entertainment, which is advertising culture. That’s what Washington Olivetto, Nizan Guanaes, Marcello Serpa and Fabio Fernandes did for a long time. Because entertaining is the easiest way to engage people. Remember the children’s parties? The star has always been the one who makes the entertainment. Keep it up, concludes Gordilho.