AME's 2021 Grand Jury of globally respected, award-winning executives bring innovation, industry expertise, and a 360-degree global perspective to the judging panel. The jury panel is comprised of strategy experts, industry thought leaders, and innovative creatives who are award-winning executives who thoroughly understand the partnership between creativity and effectiveness. Their high standard of excellence ensures that AME’s 27-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.
2021 AME Grand Jury member Vitor Amos is Strategy Director for Wunderman Thompson Brasil. He has shaped strategy for some of the world’s most admired brands, such as Nike, Heineken, Budweiser, Mondelez, Vivo and iFood. Previoulsy Vitor worked at Wieden+Kennedy São Paulo and Africa, Vitor was in charge of efforts on a local and global scale. He was lead strategist on Nike Brazil for the 2014 World Cup, on Heineken’s consolidation in the country, on the global launch of Mondelez’s 5Star chocolate bar and on Vivo’s repositioning, promoting a healthier relationship between people and technology.
In the interview below Vitor shares his perspective on the evolution of the brand's voice during COVID, his all time favorite ad, what he's looking for in awarding winning work and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Victor Amos: As an industry, I think we must have a commitment to the pursuit of new paths. What always stands-out to me is not being effective for the sake of effectiveness, but uncovering new ways to be effective. Seeking fresher paths is uncompromising.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Victor Amos: What really called my attention was the fact some brands finally realised they play a larger role in society than being a merchant. I feel like many brands have gone beyond simply selling their stuff to question how they could help people cope better with the world. I hope this is something that sticks. Yes, your product and service is important and can make someone lives batter, but you can also play a part in the world in many other ways and, somehow, the pandemic has made businesses aware of it.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Victor Amos: As an industry, I think we must have a commitment to the pursuit of new paths. Being part of a jury such as the AME's is a great way to discover new ways to be effective. I’m eager to see how creativity has powered many brands to new paths of success and, with that, question my own thinking and broaden my views about how communications can make a difference.
AME Awards: What is your all time, favorite most creative and effective ad and/or ads (share the link or a visual) and why in your opinion did they triumph?
Victor Amos: Chrysler's "Born Of Fire” will always strike as one of my favorites. They’ve been so cleaver on identifying precedence as one of luxury’s main attributes and linking it to the city of Detroit - the best precedence there is when it comes to car-making. The tagline “Imported From Detroit” is elegant, it messes up your mind and makes you question why you believe the best precedence must come from somewhere outside your country. It is fresh, bold and extremely powerful. Love it.