Paula Corella

Honoring good work is essential, says Paula Corella of Founders as juror at FIAP 2021
18 de mayo de 2021

As a shortlist juror for the Innovation category at FIAP 2021, Paula Corella, creative director at Founders, hopes to come up with smart solutions that show how big ideas do not depend on big budgets.

“I feel that one of the main challenges for agencies during 2020 was working in empathy, not only toward our audiences in the construction of messages (knowing what to say or not say and when to say it) but also toward our talent (emotional paychecks). And beyond being on hand for the brands and the people, it’s been all about dealing with a new ‘how to do it,’” she said.

As for what it takes to make a campaign memorable in the current context, Corella emphasized the word empathy. “This word is key to identifying the best and most memorable campaigns in the pandemic context – it’s either because they took action, because they offered a message of optimism, because they dared to break out of the conventional box when it was most needed in an intelligent, original way, but above all because they identified with the people’s plight,” she said.

About the contribution that prizes like FIAP bring to Mexico, Corella said that “honoring good work is essential, it’s the spark that lights the fire of creativity and that inspires us to create more and better.”