MERCADEO Versión en español
Alonso Arias of the non agency: This Pandemic As A Chance To Reinvent AD Festivals
Liz Unamo| 14 de abril de 2020
Alonso Arias
Crises can generate opportunities and taking risks is part of the process, according to Alonso Arias, Founder and Creative Director of the non agency, who said that the current reality poses a challenge and a fitting moment for reviewing festivals’ role in the industry. “A creativity festival is what obviously matters least at this time, since agencies and brands (and the world in general) are more concerned about not closing down or having to lay off staff than about who came up with the best production. And I find it absurd that people spend as much as they do on festival registrations instead of using that money for more important things,” Arias said. However, such a scenario can be a great opportunity for reinventing the Cannes Lions and other festivals. “I understand that it’s a business and they’re going to lose a lot of money, but why not do it online? Yes! They’re going to lose the glamour and spotlights, but at least they can continue with what really matters here – rewarding creativity,” Arias said about the 2020 edition of the Cannes Lions Festival being canceled.. He mentioned, for example, how other festivals are adopting the online format: “In fact, almost everything is done online today except the final jury, the conferences (which many of us follow online) and the awards ceremonies. The One Show has already announced that everything would be online, so why couldn`t Cannes do the same?”
