Notes from the Jury: Daniela Ribeiro
By Alixandra Rutnik on Apr 30, 2020
“Many images and videos during quarantine have shown us that nature has managed to regenerate.”
Judging for The One Show 2020 and the ADC 99th Annual Awards was just about to begin, with hundreds of creatives from all across the globe coming to New York and Puerto Rico for several weeks of deciding the most Pencil and Cube-worthy work of the past year.
COVID-19 had other plans.
Never ones to be deterred, we at The One Club for Creativity quickly put together a course of action that allowed for the majority of the submissions to be debated and discussed online, while a small group of New York-based creatives viewed work in person. Our goal has been to maintain the integrity of our two main awards while erring on the side of safety, and our phenomenal judges have been more than accommodating.
Each year, we like to share some of the judges' views coming out of the various jury rooms. This year, however, those rooms are more likely to be virtual.
Daniela Ribeiro, Creative Director at ArtPlan in Rio De Janeiro, Brazil shares her thoughts with us on the Radio & Audio discipline in The One Show 2020.
How is everything over in Brazil? What are you doing to stay healthy, happy, and sane during quarantine?
At Artplan we started working from home at the beginning of the pandemic. It has been 40 days– working, spending quality time with my daughter, meditating, and practicing yoga have been helping me to keep my health, sense of humor, and serenity.
What are a few themes in the radio and audio discipline that you have been seeing a lot of this year?
I’ve seen many pieces about the impact our way of living has on the environment, especially the excess of plastic consumed and discarded. Not new, but still up to date and precise, many images and videos during quarantine have shown us that nature has managed to regenerate.
Violence against women is also a very present theme. Social isolation has raised domestic violence statistics in many countries, proving that this cause is far from expiring. The key is to find new approaches and formats, to target emotion and engagement. Despite the fact that all this work was created and aired before the coronavirus, the current context made me more critical so I looked for work with purpose, coherence, and emotion– even if it's just a laugh to make things lighter for a moment.
“It has been 40 days– working, spending quality time with my daughter, meditating, and practicing yoga have been helping me to keep my health, sense of humor, and serenity.”
Thinking back to all the work that you have judged so far, which piece comes to mind?
I would like to mention “Unreachables” by TBWA and “Meet Q: The First Genderless Voice” by Virtue for Copenhagen Pride. Taking advantage of a mechanism as simple as the cell phone’s standard voice message to reach almost 40 million people a day and to try to locate missing people is extremely powerful. And the use of technology to challenge gender bias and help deconstruct stereotypes through the voice of AI assistants is very powerful too. These two campaigns prove that through both technology and simplicity, we are privileged to help improve the world.
In a world of streaming content and popular podcasts, how is advertising as an audio medium changing?
I’ve heard excellent traditional radio spots, sound and music projects, and deeper content as podcasts. Sound is directly linked to one of our five senses and it will always have the power to touch us, but new ideas involving podcasts and entertainment should soon be standing out even more.
With COVID-19 related quarantines taking place all over the world, that means there’s a lot of time on people’s hands to sit down and listen to things. Do you think this is the perfect time for audio/radio advertising to rise to the occasion?
There’s not a lot of time on my hands right now… I'm working much harder, trying to help the brands I work with to correct routes and be even more relevant. But yes, in general, at home and working from home, people have more freedom to listen to what they want and get deeper into the context. At the same time that radio consumption is expected to fall becasue of fewer road trips– it is a good time for music platforms, news radio programs, and podcasts.