Being relevant is what’s most important for a brand, says Hellington Vieira of The Walt Disney Company Portugal as FIAP 2021 juror

Hellington Vieira, creative director of The Walt Disney Company Portugal, will judge the shortlists in the Formats category at FIAP 2021. “Constant innovation. With the accelerated changes we’ve seen over the past year, formats are changing fast. And new formats must be adapted to the new lifestyles,” he said. For a campaign to be memorable in this context, its basic idea must be powered up. “Over the past year, we’ve all had the same problems, the same news, the same experiences. Which means we’ll no doubt find that many campaigns are very similar. So originality is a must-have.” Vieira in 2015 was named creative director of the internal creative studio at The Walt Disney Company Portugal, where he is responsible for developing campaigns and multiscreen content for such brands as Disney+, FOX and National Geographic. “Right now we all have a lot of important subjects in our heads, such as health, climate change, the financial crisis, etc.,” he concluded. “In this context, being relevant is what’s most important for a brand that seeks to take its place in these new times.”