Round 5 of 8: January
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pancho gonzàlez, Co-Founder & Chief Creative Officer, inbrax chile.
Pancho González studied advertising at the Universidad de Santiago in Chile and MBA at the Berlin School in Steinbeis University, Germany. He has worked in the best Chilean advertising agencies and currently is Chief Creative Officer at Inbrax Chile; Director at Achap (Chilean Advertising Association) and Director & VP at IAB.
He has been judge at major worldwide advertising festivals, including Cannes, Clio Awards, The New York Festivals, Art Director's Club, LIAA, Mobius, Webbys Awards, Ad Stars, PIAF Awards, Grand Jury at Cresta, FIAP, FICE, Effie Awards, Golden Awards of Montreaux, Cristal Festival, Eagle Awards, El Ojo de Iberoamerica and Achap (Chile), among many others and was the first Chilean to chair the jury of AME Awards in New York and teaching at Miami Ad School. He has been speaker in Costa Rica, Brazil, Argentina, Russia, Mexico, Germany, United States, Japan, Mexico, South Korea, Czech Republic and Chile.
More than 100 national and international recognitions (Cannes, ADC's, New York Festivals, FIAP, Ojo de Iberoamerica, Effie, Grand Effie, Grand Prix FICE, Young Guns, Epica Awards, Cristal Festival, Creativity, Young Creatives One Show, Cresta Awards, Graphis, Eagle, AdStar, IAB, WINA Awards, Achap, Archive, Creativepool, The Indie Summit Awards, Creativepool, FICE, Fepi, Eagle Awards, Summit Creative Awards, A’Design Awards). Recently nominated in the Top 25 Worldwide CCO and Worldwide Top 100 Influencer by Creativepool 2017-2018, London; Adlatina ranked his agency Chilean Top Ten at Crema 2014 and it was located at 7th place in WINA Festival 2016; Top One Creative Director, Top 10 ECD and Top 10 Creative Agency at Bestadsontv.com 2017; Top one worldwide CCO jury at TheNextGag 2017 and nominated MKTG BEST 2018 as Chief Creative Director in Chile.
Throughout his career he had worked for local and global brands and is happily married with Carolina whom he has a son called Caetano.
Brief: HEAD FURTHER SOUTH
“Get young American’s choosing a South American holiday experience over a North American one.”
Every year millions of young Americans travel south for a holiday.
Some go to Miami.
The more adventurous ones go to Mexico.
But I want you to convince them to go even further.
Get them to visit South America.
Pick a city, country or the entire continent.
Imagine their tourism body has briefed you to get these young American's choosing a South American holiday experience over a North American one.
Figure out what your unique proposition is, be it culture, value for money, Instagram worthiness, or something else. Then, figure out the most captivating way to pitch this to your audience.
Try to break out of the clichés of tourism advertising and really encourage millennial Americans to start researching the location you’re pitching.
Submission Deadline: January 31st, 2020 at 11:59PM PST