{"id":3475,"date":"2015-05-20T10:50:11","date_gmt":"2015-05-20T13:50:11","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=295"},"modified":"2024-07-12T10:51:04","modified_gmt":"2024-07-12T13:51:04","slug":"protagonismo-em-cannes","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2015\/05\/20\/protagonismo-em-cannes\/","title":{"rendered":"Prominence in Cannes"},"content":{"rendered":"

Ana Couto, partner at Ana Couto Branding, a newcomer to the Design category on the Cannes Lions 2015 jury, has been one of the leading figures in Brazilian design efforts to establish and strengthen its presence at the festival. With a degree in Design, a master's degree in Visual Communication from the Pratt Institute in New York, a specialization in branding from the Kellogg School of Management, and recently begun executive training at Harvard, Ana believes that strategic vision makes all the difference. She founded AC Branding in 1993, proposing a healthy discussion for Brazil: what is the role of the brand in company results? She is married, has two children, and divides her time between the company's offices \u2013 in G\u00e1vea, Rio de Janeiro, and Vila Ol\u00edmpia, S\u00e3o Paulo. As a Cannes juror, she states that she intends to be analytical, coherent, and impartial.\u201c"I want to change things up, get in shape, and have fun. I'm going to do my best; I've been around a lot enough to know what I'm doing."\u201d<\/em><\/span>For Ana, what deserves an award is anything that is surprising, simple, bold, and creates a social impact. She spoke with Propmark about her expectations for the festival. See below for key excerpts from the conversation.<\/p>\n

History<\/b><\/p>\n

\u201cI went to Cannes for the first time five years ago, when they opened the category for design. It was an important effort by Abedesign (Brazilian Association of Design Companies) to bring relevant companies and people from the market. It was great!\u201d<\/p>\n

Awards<\/b><\/p>\n

\u201cThe designer lacks the desire to win awards; it\u2019s not in their DNA. I would say that we don\u2019t worry about awards. Nothing we do has that as its objective. But we love it when we do something that wins that kind of recognition. Clients and the team love receiving awards. I think it\u2019s recognition of one or more works that really make an impact in the field. That\u2019s really cool, because we pay attention to the award winners and, in a way, end up setting a trend for the entire market.\u201d<\/p>\n

Cannes<\/b><\/p>\n

\u201cI think the repositioning from an advertising festival to a creative festival has been fantastic. I think the event is evolving with market changes and remains relevant to people. I like the different forums with people from different backgrounds \u2013 both in terms of nationalities and expertise. It ranges from politicians to musicians, and it's this mix that produces creativity. I don't like the fact that it's too crowded and I can't see everything I want.\u201d<\/p>\n

Juries<\/b><\/p>\n

\u201cI\u2019ve been a juror on other occasions, but this level of responsibility at a global festival with so many entries is nerve-wracking. We\u2019re starting to judge now, before we even get there, because of the sheer number of entries. It\u2019s going to be a lot of work, and the role demands consistency with the judging criteria to avoid personal bias. Participating is enriching, especially because of the discussions within the judging team. I\u2019m an analytical juror, and I base my work on a solid background as a designer who has worked in different cultural contexts. I will be open to exchanges and the viewpoints of each country. We have to take this into account, because the culture of each country greatly influences aesthetics \u2013 and therefore, design. I think it\u2019s also important to understand the social impact that the work had in relation to the challenge. Design has a very powerful transformative power.\u201d<\/p>\n

Justice<\/b><\/p>\n

\u201c"Surely some good things will be left out. It's difficult to be impartial and fair in a process with so many possibilities."\u201d<\/p>\n

Expectation<\/b><\/p>\n

\u201cI want to change things up, get in sync, and have fun. I\u2019m going to do my best; I\u2019ve been around a lot enough to know what I\u2019m doing. But the pressure is always there.\u201d<\/p>\n

Replacement<\/b><\/p>\n

\u201cI spoke with previous judges, we exchanged some ideas. It\u2019s very important to be prepared. The key is to show authority without being authoritarian. A challenge!\u201d<\/p>\n

Impact<\/b><\/p>\n

\u201c"What deserves an award is what is surprising, simple, bold, and creates a social impact."\u201d<\/p>\n

Advertising vs. Branding<\/b><\/p>\n

\u201c"Advertising is a constant influence. Let's see if this year we can focus more on design criteria and less on communication."\u201d<\/p>\n

Challenge<\/b><\/p>\n

\u201c"I think design is a profession that is getting stronger every day and having an incredible impact on business and society. Look at Apple, which is the most valuable brand in the world because of its design vision."\u201d<\/p>\n

Trend<\/b><\/p>\n

\u201c"Investing in strategy and business. We are getting closer to business consulting every day."\u201d<\/p>\n

Brazil<\/b><\/p>\n

\u201cWe need to be more innovative and daring every day. Our design still doesn't have a global impact. We need to put our face out there more. Brazil is becoming more competitive in design every day. And, in general, it has always been strong in Cannes, and I hope it continues to be.\u201d<\/p>","protected":false},"excerpt":{"rendered":"

Ana Couto, s\u00f3cia da Ana Couto Branding, estreante na categoria Design no j\u00fari do Cannes Lions 2015, tem sido uma das protagonistas dos esfor\u00e7os do design brasileiro de marcar presen\u00e7a e ampliar sua for\u00e7a no festival. Formada em Design, com mestrado em Comunica\u00e7\u00e3o Visual pelo Pratt Institute, de Nova York, especializa\u00e7\u00e3o em branding na Kellogg […]<\/p>\n","protected":false},"author":2,"featured_media":298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,47,43],"tags":[],"class_list":["post-3475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-extra","category-imprensa","category-noticias"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/3475","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=3475"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/3475\/revisions"}],"predecessor-version":[{"id":15099,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/3475\/revisions\/15099"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/298"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=3475"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=3475"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=3475"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}