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 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
Grand Jury member Sergio Alonso is a Creative Copywriter for Droga5. He was spotted by the Spanish Art Directors Club and began his career before even finishing his master’s degree in Advertising and Public Relations.
Born in Spain, his curiosity and determination to seek inspiration outside of his comfort zone have allowed him to work for prestigious agencies in France, Spain, Belgium, UK, Switzerland, Morocco, Canada and the US. Some of these companies include Droga5 NY, Marcel Paris and Saatchi & Saatchi (in different countries).
Based in New York, Sergio now works at Droga5. Throughout his career, his work has helped international and local brands grow and shine. International accolades for Sergio include numerous awards at Cannes, D&AD, One Show, ANDY's and New York Festivals, among others.
Besides being actively involved in diverse programs that aim to improve the industry, Sergio also participates as a member in MENSA activities.
New York Festivals: Why judge…and how do you find the time?
Sergio Alonso: Apart from being an honor, exposing yourself to how bright minds from all over the world tackle a wide range of problems is incredibly refreshing. Spotting the golden nuggets is, of course, a much more demanding task but a great exercise that also sharpens your criteria.
My secret to finding time is speed walking.
New York Festivals: What are your personal criteria for choosing award-winning work?
Sergio Alonso: Because of the amount of work submitted, you’re forced to look for what I consider essential in an award-winning campaign: a strong idea, excellent craft and relevance.
New York Festivals: What was the hardest ad you ever had to create and why
Sergio Alonso: The suicide prevention campaign I’ve been working on for the past year for the Ad Council (in partnership with The Jed Foundation and the American Foundation for Suicide Prevention) has been particularly challenging. We wanted to make a difference and not just a campaign. So, for months, we worked alongside the strategic department and developed several campaigns until we found the one that we thought would connect better with the target.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Sergio Alonso: Another storytelling format
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?
Sergio Alonso: It didn’t work quite like that for me. As a kid, I always excelled in any task that involved creativity in one way or another until one day, advertising got in my way.