#2 Pencil Shavings Create Frilled Lizard
The creative industry can be tough to break into due to its competitive nature. Therefore, to not miss out on new aspiring creatives, Alvaro initiated The Kennedys program.
When asked about the significance of The Kennedys in the advertising world, Alvaro explained, “The Kennedys was founded by myself in 2011 to bring into the creative industry as much hidden talent as we could find in Europe. For the last 12 years, we have opened a creative back door into the industry to nurture and accelerate those that might not have a direct shot at the front door. The front door of WK doesn’t open very often and when it opens, it is to solve immediate problems, while the back door of The Kennedys takes a chance on people that might not fit in and accelerates them through a curated experience on how we approach the future.”
In our lifetime, we are going to see a massive amount of ads, but there are at least a few you can remember off the top of your head for one reason or the other. That is not a definite way to decide which ad is great and which isn't; therefore, we asked Alvaro to share his view on what sets a good ad apart from a great one. “In my humble opinion, the work that best resonates with me is work that is brave. That is taking a chance at trying something new. That challenges the way we tell stories, or leaps forwards by showing you what is possible. I personally remember those that had an emotional impact on my life. That made me imagine something new or brought up a perspective that I wasn’t aware of. I am a perpetual tourist in this business and prefer work that teaches me something new.”
While scrolling through the list, you might have noticed that design is not all it takes. Behind every design, first and foremost, there was an idea. So when asked about the importance of execution in making an idea successful, Alvaro shared his opinion. “Personally I think that done is better than perfect. In terms of success: The idea is essential. So you can execute the hell out of nothing and still will remain empty. But If the idea is simple and new, anything you add to make it will make it stronger.”
#10 This Tissue Box
With an AI uprising nowadays, we were wondering what impact it has on advertising. Alvaro expressed genuine excitement about the possibilities AI brings, stating, “I am authentically excited about the tools that are being given to us to express and expand our own imagination. The power of AI to push us further into the realms of imagination excites me tremendously. AI-generated art is alive with thoughts and ideas. AI has also given access to everyone to express their thoughts and is challenging the elitism of the industry, which can only bring more and fresher POVs which are essential to keep this industry alive and fun.”
And lastly, Alvaro added: “The industry needs more accelerators like the Kennedys and Plusplusone.com. If you would like to start your own or need help motivating your own crew, call me. Simply to encourage everyone to open their doors to as many varied and mixed POVs as they can. To come together as an industry and encourage each other to be brave and fun and not so much about effectiveness and ROIs. The more varied our ecosystems in the creative industry we have, the richer the output will be. From old to new to fast and slow, any technique and any shape or form. The future is bright, my friends.”
