Daniel da Hora
DANIEL DA HORA
DH, LO CREATIVE BOUTIQUE
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.
2018 Grand Jury member, Daniel da Hora brings 24 years of expertise in the industry building successful regional and national cases for such prominent brands as Carrier, Apple, Castrol, Honda, GM, ASA Industry, São Braz, Government of Pernambuco, Shopping Paço Alfândega, Boa Vista Shopping, Grupo Dias, Eletroshopping, and Exclusive Line, Daniel, as Founder and CCO of DH, LO Creative Boutique is considered one of the most important Northeast Brazilian creatives of his generation.
Daniel was appointed “Brazilian Juror of the Century” by the Brazilian media and he has served on more than 25 international juries since 2004. He has been a speaker and/or a jury member for some of the most important creativity festivals of the world including Cannes Lions Festival, London International Awards, New York Festivals, Webby Awards, Creativity Awards, Tomorrow Awards, El Ojo de Iberoamerica, Mobius Awards, Summit Creativity Awards, M&M Global Awards, Fiap, among others.
New York Festivals: Why judge…and how do you find the time?
Daniel da Hora: For me, it’s something I go t used to it very early in my carrier. Starting with judging the work inside my agency and never being satisfied with the average and with the ordinary. But I also started very early to take part at creativity juries around the world - Brazilian media pointed me the Brazilian creative that most attend to creativity juries ever. This NY Festivals is going to be my 34th creativity jury since 2004.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Daniel da Hora: The assets for this year are about a few things: craft, in all disciplines; gender and empowerment of minorities; content and advertainment as a key for engagement; and creativity lead by data in a humanized way.
New York Festivals: What are your personal criteria for choosing award-winning work?
Daniel da Hora: An award-winning work is something that moves you. That pushes you experience something new; and the one that activates the best of your response to it.
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?
Daniel da Hora: In terms of print / poster campaigns, I hope we should not give so many importance to 3D executions with no idea in their background. In the other hand, categories such craft they must prioritize details and references that turns in great execution.
New York Festivals: What was the hardest ad you ever had to create and why?
Daniel da Hora: Back to the 2000’s we had to launch the “brand new personal computer” from Apple in Brazil: the iMac. That was a real challenge but also a very satisfying one.
What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Daniel da Hora: My background is Art Direction. So, as a visual person, the first big thing that catches me not even because of it’s idea but also because the simplicity of its execution was a press campaign made by a Brazilian creative dream duo Marcello Serpa and Nizan Guanaes back to 1993 for Guaraná Antarctica Diet. Later that year it would became a Grand Prix in many festivals around the world.*** in the end of interview
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Daniel da Hora: Yes, definitely. There are many players involved in this new era: in one hand, the brands, that need to stay relevante and connected to new audiences that don’t take traditional advertising into consideration anymore; in other hand, the people who care about brands (from both side, I mean - CMOs and agencies), that are desperately shooting in so many directions that turns brands in boring players in most cases; technology and all its possibilities, setting the mood and the drive for most of nowadays actions - sometimes without any purpose; and, least but not last, consultancies, that can bring a fresh and renewed vision about the relation between brands and audiences, with a more focused ant tailored set of solutions. It’s complex but I think agencies are living a crucial and game changing situation.
New York Festivals: What philosophy drives your career?
Daniel da Hora: My mantra regarding to my work is always be opened for new references; always seeking to experience new things; and always be generous with people and their contribition. One way or another that gives you the possibility to make creative connections that will impact how you work in a profound way.
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Daniel da Hora:My Top 5 favorite Ads from all times are:
Beetle “Think Small”, from DDB;
Apple “1984”, from Chiat\Day;
Guaraná Antarctica “Abs”, from DM9;
Sony PS2 “Mountain”, from TBWA;
Cadburry “Gorilla”, from Fallon.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Daniel da Hora: David Droga, from Droga5. In the last 15 years, some of the most impactful and relevant things advertising brought to pop culture have his and his team hands.
How do you tap into creativity? What do you personally do to fan the creative flames?
Daniel da Hora: I’m a culture addicted consumer. From fine arts to popular outdoor shows; from literature to TV series; everything that can improve the way I think and see the world is a valid key for tapping creativity for me.
What’s the one smartphone app you couldn’t live without?
Daniel da Hora: Instagram
New York Festivals: If you could live anywhere, where would it be?
Daniel da Hora: Italy
New York Festivals: Who’s a creative icon that inspires you?
Daniel da Hora: He’s not from our industry, but from the fine arts. And my privilege is that he is one of the most important Brazilian artists of all times, and also my grandfather: Abelardo da Hora.
New York Festivals: Favorite music album of all time?
Daniel da Hora: “From Mood to Chaos” by Chico Science and Nação Zumbi
New York Festivals: Favorite travel destination?
Daniel da Hora: The one I can learn from it
New York Festivals: If you’re binge watching…what are you watching?
Daniel da Hora: NBA
Daniel da Hora: Guaraná Antarctica Ads Exemple