Violeta Alvarez of SunMedia and shortlist juror at FIAP 2021 says whoever connects best with society’s deepest feelings will be the winner

Violeta Alvarez, Sales Director at SunMedia and shortlist juror of the Innovation category at FIAP 2021, said that a good idea in this category could make all the difference. In other words, “being able to constantly talk about things so often talked about before but in ways never done before, or even talking about things never mentioned before but in ways things had always been talked about,” Alvarez said. For a campaign to be memorable in such a context, she noted, it should not only offer a new experience to the user but should allow him, through interaction, to choose what he would like to experience.“ “The winner will be someone best able to connect with the deepest feelings of society. In times of Covid, that individual will maintain the most human voice and afterwards will adapt to the sentiments and emotions of the consumer,” Alvarez said.