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.
Grand Jury member, Ricardo Wolff is Creative Director at DDB Berlin. Originally from Brazil, he worked as a copywriter at AlmapBBDO and BBDO Berlin for clients like Volkswagen, Ikea, Smart, HP, Havaianas, Pedigree, Getty Images and Billboard Magazine. Ricardo has assembled over 400 international awards over 11 years and plans to keep on making his Jewish mother proud.
New York Festivals: What are your personal criteria for choosing award-winning work?
Ricardo Wolff: The famous “I wish I’ve done that.” Work that reminds me why I chose this business. That I can share with my non-ad friends and say: “look, that’s why my profession is so cool.”
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?
Ricardo Wolff: It wasn’t a specific ad. A single one. It was an annual from the Creative Club of São Paulo. I crossed paths with this book at my college’s library, and it felt like that Pulp Fiction scene where Travolta opens a suitcase full of light. I was immediately struck by those ads. So much so that I dropped college the following month and enrolled in Miami Ad School. I wanted to do stuff like that right away.
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Ricardo Wolff: Volkswagen Polo “Protection” cause its art, concept and product to the bone.
FotoPrix “Perfect pictures for an imperfect world” cause it’s undeniably true.
Little Caesars “There’s no rules” cause that’s what advertising is about.
Nike “Michael Jordan failure” cause it sums up his career perfectly. And he’s only the greatest.
P&G “Thank you, mom” ‘Cause I always cry watching this damn spot (and I’m not even a mom).
New York Festivals: Who gave you your big break in advertising?
Ricardo Wolff: Amir Kassaei. He saw potential in this 23-year-old-fresh-outta-ad-school student and gave me a go. Amir was DDB Germany’s Chief Creative Officer at and was constantly improving DDB’s creative output, especially on Volkswagen. He told me: “You’ll work for all our brands in Berlin, Hamburg, Dusseldorf and Munich. Plus, pitches. It’s war, but you’ll be fine. Work hard, put your heart in it, and in 2 years you’ll be ready to work anywhere in the world. Let’s go!” So, I made the best of it.
New York Festivals: If you could live anywhere, where would it be?
Ricardo Wolff: Right here, in Berlin. And nowhere else.