Karoline Gebrael

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KAROLINE GEBRAEL

THEATRICAL MEDIA SPECIALIST

 


UNIVERSAL MCCANN

 


USA

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The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.

NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.

2018 Grand Jury member, Karoline Gebrael is International Media Specialist, for Universal McCann, Los Angeles for Sony Pictures. With over 14 years as a Digital Media Strategist, she’s gained considerable experience, specifically in digital advertising, marketing, client services, cross-media, games, and innovation. Karoline brings her vast digital media experience to the Grand Jury.  She focuses on special projects and finding the best solutions for her clients, a recent campaign urging people to adopt and help dogs garnered more than 100k shares, 10 tons of dog food donated, 93 dogs adopted, and the campaign is still working.  “I feel proud that I have achieved a social goal and this opportunity showed me that I have a potential to do more for the planet with different insights.” Karoline Gebrael

On Judging:

New York Festivals: Why judge…and how do you find the time?

Karoline Gebrael: I love to see new work well done and I believe that the festival helps to motivate people to think outside of the box. So, I chose to judge to be able to see amazing work that have be done in many places in the world and I found time to anything that will make me more creative, more open mind.  

New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?

Karoline Gebrael: I hope that I learn how to connect a company/product/service to real histories that help a community and also I’m looking forward to funny and fun campaigns that will make ask myself how the person end up on this idea, I love anything that is not obvious.  
I hope that I can inspire my creative team to not be afraid to connect yourself and write down ideas, because ideas are always good. Sometimes we will not go through with the idea exactly one, but one insight will bring to another insight until we get the final idea. 

New York Festivals: What cultural/social changes do you think will influence this year’s work?

Karoline Gebrael: For sure, more videos on social media, I believe this is the trend for the next years. Nowadays we are more and more spending our time on our phones and consuming content by videos.   

New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?

Karoline Gebrael: It is my first time participating on the Jury :) 

New York Festivals: What are your personal criteria for choosing award-winning work? 

Karoline Gebrael: When I find something unique that catch me on the emotional side. Where it will be memorable and sharable.  

New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make a resurgence?

Karoline Gebrael: I hope I don't see anything only focus on the product (institutional). And I miss the Star Wars Volkswagen campaign, is not super old school, was a campaign from 2011 which stick i the child imagination and the product is just right there being part of the family life. I like subtle things.  

On Advertising: 

New York Festivals: What was the hardest ad you ever had to create and why?

I think was to get approval from Guarana Antarctica to invest on Facebook and later on it was became one of the  biggest fanpage in the world (at the time).

New York Festivals: In 3 words or less, what do you think about 6 second commercials?

Karoline Gebrael: Be efficient.  

New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?

Karoline Gebrael: WOW, I don't remember, lol. Maybe Guarana Antarctica, Pipoca na panela:
https://www.youtube.com/watch?v=Sk48VxcjIyw
McDonald's Big Mac song:
https://www.youtube.com/watch?v=Am3Iojvw08Q

New York Festivals: Has the relationship between agency and client changed at all and if so how?

Karoline Gebrael: In my opinion didn't change yet. I still believe that you still need to make your client to trust on you by feedbacks and keep your promise.  

New York Festivals: What philosophy drives your career? 

Karoline Gebrael: “In this world there is room for everyone, and the good earth is rich and can provide for everyone.” From Chaplin’s final speech in The Great Dictator. 

New York Festivals: What’s the single best piece of career advice you’ve ever received?

Karoline Gebrael: Believe in you and never give up.

New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?

Karoline Gebrael: Difficult question, but maybe: Star Wars Volkswagen campaign. 
 https://www.youtube.com/watch?v=eZ_vvDtv8lA 

New York Festivals: Who gave you your big break in advertising? 

Karoline Gebrael: Fabio Saad, my boss in DM9DDB, he encouraged me every day to think out of the box, he always asks me to plan the basics that all campaigns need, but always think in a special project for any campaign, this forces me to find new inspirations and it was the most creative time that I've have worked. I am super proud when I look back at this time.  

New York Festivals: Did/do you have a mentor and what have you learned from them?

Karoline Gebrael: I think I had and I have many mentors in different ways and times in my life. Too hard to list on here, but I can guarantee that each one motivated me and helped me to be where I am now. I will always be thankful and looking forward to inspiring people around me. 

New York Festivals: Where do you see ads showing up in the future that we don’t have now?

Karoline Gebrael: In Alexa, Siri or Bixby. I think anything that we are research these tools would be helpful to recommend something related.  

New York Festivals: If you could work in advertising alongside any one person past or present, who would it be? 

Karoline Gebrael: Oscar Niemeyer, he is not in the advertising field, but his brilliant mind that made him the best architect in the world. Inspires to have the desire to work with him. Believe or not, for him convince someone about his unbelievable ideas, he must be an amazing advertising man. 


On Life:

New York Festivals: How do you tap into creativity?  What do you personally do to fan the creative flames?

Karoline Gebrael: I think anything can help you be creative, just need to be aware, observe and use anything that you see, watch, that can help to inspire you. I love to take pictures, watch movies. These activities always make me be connect with art and open my eyes for a new world.   

New York Festivals: What’s the one smartphone app you couldn’t live without?

Karoline Gebrael: Shazam, for sure. I love to find the music and follow with the lyrics.   

New York Festivals: If you could live anywhere, where would it be?

Karoline Gebrael: Hum, I would love to live in few places: maybe in an amazing beach in Australia, or Barcelona. 

New York Festivals: Who’s a creative icon that inspires you?

Karoline Gebrael: Charles Chaplin.   

New York Festivals: Favorite music album of all time?

Karoline Gebrael: Californication - Red Hot Chili Peppers.

New York Festivals: Favorite travel destination?

Karoline Gebrael: Hawaii, the 4 islands: Big Island, Maui, Kauai, and Oahu.  

New York Festivals: What is your mantra for life? 

Karoline Gebrael: Hoʻoponopono (ho-o-pono-pono) is a Hawaiian practice of reconciliation and forgiveness. The Hawaiian word translates into English simply as correction, with the synonyms manage or supervise, and the antonym careless. Similar forgiveness practices are performed on islands throughout the South Pacific, including HawaiiSamoaTahiti and New Zealand. Traditional Hoʻoponopono is practiced by Indigenous Hawaiian healers, often within the extended family by a family member. I am sorry, please forgive me, Thank you, I love you. If you repeat it day by day many times per day you will see you restarting your own energy over and over curing traumas and problems. 

New York Festivals: What movie or book best depicts the theme of your life?

Karoline Gebrael: The fabulous destiny of Amélie Poulain. It is a French movie, and I love the photography, the vivid colors, and how creative is this movie.

New York Festivals: If you’re binge watching…what are you watching?

Karoline Gebrael: Offspring - Netflix. Is an Australian television comedy-drama program which premiered on Network Ten on 15 August 2010.