The AME Awards Grand Jury members are recruited from 5 regions and include some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from agencies around the globe.The men and women of the AME jury panel are respected worldwide for their awarding-winning campaigns and commitment to ground-breaking effective work. Their stellar reputations and high standard of excellence set the benchmark for innovation
2021 Grand Jury member Felipe Braz Costa is Creative Director for EDELMAN Spain / EMEA he brings more than 15 years of industry experience to the AME Grand Jury panel. He is responsible for the creativity of the offices in Madrid and Barcelona, working for clients such as Iberostar Group, HP, Pay Pal, Astrazeneca, 2K and TikTok, in addition to being part of the EDELMAN Creative Board for the EMEA region.
Felipe he started his career in his Brazil, his native country and 6 years ago he came to Europe. In the first three years he worked at Ogilvy Spain for brands such as Iberia and Level Airlines, Ford, Santander and OpenBank, Mondelez Group, Cruz Campo Beer and El País.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Felipe Braz Costa: I believe that effective creativity in advertising is one that establishes behavioral changes: consumer, social and cultural. Incredible as the creative reasoning behind an idea is, if it lacks the ability to provide reflection and changes in behavior it will never be really effective. These behavioral changes are directly related to the purpose behind each brand and the perception built through its audience.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Felipe Braz Costa: Competitions like the AME Awards are essential for our industry because they prove that originality, relevance, and creativity are very healthy for brands. These united elements are key roles to build a solid and true relationship with people, which in today's times is fundamental.
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.
People are much more concerned with what type of brands they are relating to and what the purpose of this brand is.
How does it treat the world? How does it treat the employees? How much sustainable is it? Is this brand inclusive? Does it respect the diversity? These questions were already a trend among people, but it became much more frequent throughout the pandemic and they will be increasingly present in the relationship between brands and their audiences.
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?
Felipe Braz Costa: I believe it is important to understand how different markets are dealing with our current situation and how brands are behaving with all of this, how people are reacting and understanding what brands are saying and how this whole context is going to drive the future. I believe this will be the most important learning to be part of the Grand Jury.
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?
Felipe Braz Costa: One of my favorites is Dove Real Beauty Sketches. In my opinion it is a perfect example of how to use a purpose and creativity to build a brand. The agency discovered a powerful insight that perfectly suited the brand’s positioning. They dressed it all up with a wonderful idea generating identification with their audience, creating reflection and behavior change.