OGILVY & MATHER
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today. The Grand Jury’s award-winning international creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round.
2018 Grand Jury member Ricard Valero is a Creative Director at Ogilvy & Mather New York. He has worked in Spain, Italy, and in the US at agencies such as EURO RSCG, Y&R, JWT, BBDO and DDB to name a few.
Ricard’s work has been awarded at some of the most prestigious festivals in the industry such as The New York Festivals, The One Show, D&AD, Art Director’s Club, Clio Awards and The Webbys. He has received over 20 Cannes Lions, including a Grand Prix. His work is also in the permanent collection at the MOMA and the Victoria and Albert Museum in London.
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?
Ricard Valero: Nobody can really tell what will be happening in 10 years. At least I can’t.
Technology’s evolution is exponential, as is its impact on communication and storytelling. But still, it’s impossible to know. 10 years ago, everybody would have guessed that big ideas of today would be digital platforms or mobile ideas. But here we are, and the biggest ideas of 2017 were two sculptures: a bronze girl and a silicon humanoid.
What we do know is that in 10 years, people will still be people. The good ideas will still be the ones that create a strong emotion. Like Playstation’s “Double Life” or “If Only for a Second” for the Mimi Foundation.
The good ideas will still be those that are useful, that make our lives better and help us do things. Like Nike+, “Payphone Bank” or “The Unusual Football Field.”
The good ideas will still be those that bring us together. Like “Rivers of Light” or the Gillette shaver for people who can’t shave.
In any case, the big changes will come in the execution and how technology will open new ways to communicate. The craft will be unbelievable, not just visually but also in the narrative and storytelling. But again, maybe 2027’s best ideas will be about getting people to stop looking at their phones or turning a coal mine into a beautiful forest. Who knows?
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Ricard Valero: It’s very difficult to pick five, even ten, there is so much good stuff.
But here are 5 I love:
The Trillion Dollar Campaign.
Sony Bravia “Balls".
The HBO Voyeur Cube.
And that Honda print ad with all the copy written on a banana with a bic pen.
New York Festivals: What are your personal criteria for choosing award-winning work?
Ricard Valero: I look for simple and strong ideas.
An insight that unveils truth in such a bright way that we all feel naked in front of it. Creativity that is provocative and emotional.
Ideas that use the social and cultural context to their own advantage.
The ones that hijack media platforms and get away with it.
Craft that sets the bar even higher.
Innovations that are actually useful and make our lives better.
Hopefully, ideas that challenge what is normally defined as advertising.
And fun shit.
But I also look for things that are less determined by the usual criteria. Something with a soul. Stuff that may not be disruptive or bold but it’s delicate and somehow wonderful.