Roberto Kilciauskas

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ROBERT KILCIAUSKAS

 


SENIOR COPYWRITER

 

 


MOTHER LONDON

 


LONDON

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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.

Grand Jury member Roberto Kilciauskas is Senior Copywriter at Mother London. Born and bred in Sao Paulo, Brazil, Roberto currently lives in London. Having started his career at DPZ over 15 years ago, he has since worked in some of the premier agencies in Brazil such as Lew’Lara\TBWA, Y&R and Africa and has received a number of awards around the world, including Cannes Lions, D&AD, The One Show and London International. In 2015, Kilciauskas moved to London with his teammate, the Art Director Pedro Rosa, and his rain coat. 

On Judging:

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

Roberto Kilciauskas: I believe that one of the most beautiful things about this profession is the many connections we are able to make along the way. To be a judge is to be connected with what's going on around the world, what the agencies and the people who work there believe, and to stay tuned not only with the Industry but with the momentum of the different cultures around the world. Advertising, after all, is nothing but the reflection of what's going on in society. If I didn't have the time to judge, I'm either in the wrong business, or in the wrong agency. I'd say that it is the best way to calibrate my taste by experiencing a global tasting menu. You should always find time for a tasting-menu. 

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? 

Roberto Kilciauskas: I'm expecting to learn something that I don't know. And I'm fascinated by the fact that I have no idea what it will be.
At some point the teams will have seen everything on the internet, because that's the way things work now. However, that immediate feeling of having a huge number of works in front of you at once... well, this can bring a new perspective about how we work or how we behave, and that's what I expect to share with the creative teams. 

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

Roberto Kilciauskas: Yuval Noah Harari points out in his brilliant book "Sapiens" that humankind is living in its most peaceful moment. Unfortunately, I think that this peace he mentions will not be the main drive for this year's work. On the contrary. However, we will see the fight for peace. And for peace I understand that we need to accept the different and the differences, so I believe that this year we are likely to be influenced by gender equality and multiculturalism in the work we will be seeing. 

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?

Roberto Kilciauskas: I'd love to see the expansion of the media to the extent that it would be impossible to put any work into a box, labeling it anything other than a pure and simple "Idea". 

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

Roberto Kilciauskas: Goosebumps.

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? 

Roberto Kilciauskas: I hope that craft for the sake of it, without a more meaningful purpose, will fade away, unveiling the idea, pure and simple, behind it.

On Advertising: 

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

Roberto Kilciauskas: Lew'Lara/TBWA (Sao Paulo) used to be known for running sharp and clever ‘all type’ ads to display its achievements during throughout/over the year. As a copywriter, I was've always been a big fan of those ads, even before working at the agency. I remember having fun reading them, till one day the fun came to an end. Instead of a pithy ‘all type’ ad on my desk, I now had a brief to create one. To watch Jerry Seinfeld is fun, but when you have to be Jerry Seinfeld... yeah, it was hard.

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

Roberto Kilciauskas: How long does it take to fall in love at first sight? 

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? 

Roberto Kilciauskas:: This is an ad for a ham, created by DPZ in Brazil during the 80’s: https://www.youtube.com/watch?v=QdohYqPpEGY
It’s part of my childhood and also part of the culture of the country. I’m not sure if this is THE ad that made me think to track want to pursue to a career in advertising, but it definitely made me feel into it gave me a nudge in that direction. 

New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?

Roberto Kilciauskas: I think that clients do not really want to have in-house departments. They just want to stay closer to the people who are responsible for their brands, so they can be sure that those professionals understand their true needs. If an agency doesn't know how to keep close to their clients, it's likely that it doesn't know how to be close to their consumers either.
I believe that creative people will always be creative, no matter where (nor if) they are working. It's not a place that will make them to be who they are;, creativity it's something hardwired. The changes that we will see, will must be then occurring inside within the iIndustry only, with no big major changes happening over the final product, also known as "creativity". 

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

Roberto Kilciauskas: Each agency has its own particular way ofto dealing with their clients. But atin the end of the day, the interpersonal relationships are theis only what thing that really matters.

New York Festivals: What philosophy drives your career? 

Roberto Kilciauskas: Always work with people that you consider better than you.

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

Roberto Kilciauskas: One day, while I was presenting my first portfolio, a guy told me "I like your illustrations. You should be an illustrator!". That piece of advice was one of the most important, because after that... well, I decided to be a copywriter instead.

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

Roberto Kilciauskas: Folha de S. Paulo - "Hitler".
https://www.youtube.com/watch?v=PShbxd42JN8

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

Roberto Kilciauskas: Carlos Silvério and Francesc Petit, from DPZ Sao Paulo. 

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

Roberto Kilciauskas: I've learnt from many people during my trajectory and I'm still learning every day . But the two guys above are the ones who I carry a special sentiment . I've not only learnt from them how to be an adman, as I’ve also learned how to be in a much broader sense.

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

Roberto Kilciauskas: In interviews for advertising awards. 

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

Roberto Kilciauskas: Jesus Christ. 

On Life:

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

Roberto Kilciauskas: Books. Films. Theatre. Coffee. Repeat. 

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

Roberto Kilciauskas: I need to check Google Maps to see how to get to that app.

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

Roberto Kilciauskas: London. What? Am I living in London? Gosh...

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

Roberto Kilciauskas: Sigmund Freud. He created a new way of thinking... 

New York Festivals: Favorite music album of all time?

Roberto Kilciauskas: Dehumanizer - Black Sabbath. And this is not my favorite band… just saying.

New York Festivals: Favorite travel destination?

Roberto Kilciauskas: Now that I'm living in London... Brazil.

New York Festivals: What is your mantra for life? 

Roberto Kilciauskas: My virtues are consequences of my happiness.

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

Roberto Kilciauskas: The Denial of Death, from by Ernest Becker. Fear of death is the only thing we all humans share. This book has just made me more aware of that, and consequently of my life consequently.

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

Roberto Kilciauskas: People walking on the streets.