Tell us about yourself, who are you and what do you do and how long have you been in the Hispanic Market?
Fernanda Burgel, at your disposal. Brazilian Art Director by day (and most nights and weekends), serious food lover on my free time. Currently working in Dallas at inspire!, active participant in Hispanic Market for the past 7 years.
Why are you in advertising?
Because I believe Advertising is such a powerful gateway to change lives, people’s daily choices, their perceptions about the world around them and themselves... well, if I can do that while collaborating with talented artists, such musicians, photographers, film directors and great cast; Then, what else is there to do in this world?
What would you do if you were not working in advertising?
I would be doing something related to the culinary arts.
Who’s your industry hero?
I can’t deny the influence of many of my fellow Brazilians in the industry. Marcello Serpa is the obvious mention, but so many others have joined the spotlight lately, like Fefa Romano and Rafael Rizutto. As far as our Argentinian neighbors, I love everything that Max Anselmo has done at Santo, as well as Alberto Ponte’s work for Nike.
That being said, David Droga is the butter to my soufflé.
Who’s your life hero?
My grandmother. She raised 4 kids to be pretty cool people, and then when they all left the house she went back to school to finish high school, then enrolled in an university and became a Lawyer at age 60. That’s a rock star move by my standards.
What is the most difficult award to win?
In Brazil, commercials are a huge part of popular culture. People quote them, make jokes about them, and really embrace commercials that speak to them. So while awards are really nice, I’ll be happy the day I hear a taxi driver quoting something I’ve created.
What was the last piece of work you put in your book?
A TV spot for McDonald’s, which has been a client I’ve always dreamed of working with.
What’s missing in your book?
While there’s always room for improvement and for more awards, I am proud of the work I’ve been able to produce in my career so far. I would like to be able to include more work that makes a social impact, particularly affecting the way women are portrayed.
Favorite ad(s)/ campaign(s) ever?
Everything that was created for Havaianas. Not only are the visuals for the whole campaign consistently stunning, but because I still remember a time when those flip-flops were such an obsolete brand, no one in Brazil would be caught dead wearing them. It proves that amazing things can happen when a brand finds its voice.
Favorite city/cities? (could be more than 1)
New York and Madrid for the food, Barcelona and Rio for the vibe.
Recommend a book.
Anything José Saramago has ever written, but “The tale of the unknown island” if your attention span has been ruined by buzzfeed.
Any advice for the clients?
Please stop talking to yourselves.
I see so many brands that waste real opportunities to engage in conversation with consumers because they are just regurgitating their own business goals. Let your creative team help you make sense of what is the best way to communicate with the people you’re trying to reach.
Any advice for a Creative Director?
Hire talented people, then help remove whatever obstacles are getting in their way.