Interview With Eduardo Escalona From Chile

We put advertising messages on the sports programs themselves, telling journalists to give more coverage to the final this year. As a result, comparing the coverage given by the main media to the 2020 vs. 2021 women's final, there were:

• +695% coverage on TV
• +677% on radio
• +189% on printed media
• +90% on digital media

We are an independent Chilean agency, currently chosen as social agency of the year by FICE. We like good ideas with good results. I've been working here for 10 years and I'm currently Creative General Director.

Creativity is the most powerful tool that brands have to bond with society. Today, when we live with an overexposure to messages, without creativity, messages lack relevance and visibility.

First, creativity must be born from a great truth. People demand representativeness not only visually, but also in the stories we tell. Therefore, the more plausible an idea is, the more attention it will have. Second, that truth must be provocative. It can be disruptive, uncomfortable, novel, daring or emotional. But it must provoke strong sensations. As the great George Lois said: "If advertising doesn't shake you up, it's wasted money."

We try to always be connected with what normal people live. People who are not publicists, who don't live thinking about seeing ads or care to hear about the ego of brands. Being in tune with all realities gives us a much better chance of finding a great truth that can become a great idea. And for a great idea to be successful, it is essential that it delivers good results.

When I see that the idea has a significant impact. In the client's business, in the media or in people's lives

Being the best friend of my clients and then inviting them to do crazy things.

The culture and traits of a society will always influence the success or failure of an idea. Fortunately, in Chile we are experiencing a period of great changes, not only in the political aspect. And one of them is that brands are daring more and the way in which society receives these daring ideas is making it clear that this is the right path.

It is an honor and a great motivation to continue doing different things with our clients. This proves that the best ideas are those that give good results.

It is a job that means a lot to us as an agency, to Volkswagen and above all to the women who play football in our country.

Getting the media to not only talk about men's football, something that is absolutely ingrained and normalized, but also to give women's football the attention and appreciation it deserves.

Awards have never been the main goal of my career as a creative. I consider them a nice consequence. A recognition of real, serious, well thought out and well done work.

We never have one day the same as another.We never stop learning.We never stop having fun.

I believe that each industry is unique because of the cultural richness of each country. In that sense, I believe that the Chilean industry is as special as any other.

I think we'll see less and less creative thinking about TV commercials and thinking more about just great ideas, which today, can take shape in endless different ways.

Pay as much attention as you can for as long as you can to the professionals who have been in the industry the longest. They always have something good to teach. And never stop paying attention to people outside the agency. They are the real boss and the real jury.

Think that what you saw today will not be so surprising tomorrow. That's why never stop looking at what brands around the world are doing, never stop learning new techniques, never stop paying attention to social changes and never get used to a formula. Reinvention and research are fundamental. Being creative is fun, but for work to be successful, we must take it seriously.

I like Susan Sarandon.

Many creatives who have taught me the value of perseverance, daring and humility.

Never stop trying.