Once again we have been speaking to one of the judges of the Thumb-Stopping Moments short film competition. Here Vanesa Iglesias – an agency partner at Facebook in the Madrid office – lets us know what she will be looking for when picking her favourite submission.
What is your favourite film?
What is your favourite advert?
“I would say that from the last couple of years I would choose ‘Justino’ by the Spanish National Lottery. The ad, which also won a Cannes Prize, is very emotional and perfectly conveys what the lottery means at Christmas in Spain (50% of all National Lottery tickets are sold at Christmas time here). The tradition is to share the lottery winnings with your friends and family and this tradition is represented in an amazing animation movie that was released during Christmas 2015.”
Creativity or technology?
“Both. Technology has enabled us to access people wherever they are and whenever they want, but people are also more demanding when it comes to how they use their time – they only want to see things that are relevant for them. Creativity and targeting is key here. Creativity + Technology = HappyData.”
How has technology impacted media consumption?
“It has created a drastic shift. Radio has been there since the beginning of the last century, TV for more than 60 years, but in the last 10 years technology has drastically changed the way we consume media.
“We now live in a multi-device world, where we decide how, when, where and what we consume. It’s an individual experience, and this is the challenge: media needs to be personal at scale.”
What was the last thing that made your thumb stop?
“Normally stories catch my attention, but I think the last thing that made my thumb stop was a story that was told from end to beginning. It was the ‘Duel’ advert from Audi that was launched for the US Presidential Debates. Seeing a story backwards was so unexpected. That definitely made my thumb stop.”
In one sentence, how would you avoid the unexpected?
“I love the unexpected! It is what makes me learn, feel and remember.”