White Square, one of the world's most recognized creativity festivals, continues accepting entries in the categories of CREATIVE, BRANDING, DIGITAL, MEDIA, MARKETING SERVICE, MARKETING EFFECTIVENESS, CRAFT and MASS MEDIA CONTEST. The deadline is May 3. 

The White Square Festival Jury 2024 will include the brightest representatives of the communications industry from more than 35 countries, winners of prestigious awards and experienced jury members of creativity festivals. The full jury will be announced in March, but we are already glad to present a series of interviews with the jury members who have confirmed their participation. 

Today with us is Alberto Triana Wannoni, a multidisciplinary, accomplished Creative Director of VML, based in New York City. With over 15 years of extensive experience in the advertising realm, Alberto has left his creative footprint in three distinctive markets - Colombia, the United Arab Emirates, and the USA. Alberto's creative brilliance has shone on the global stage, earning him awards at prestigious festivals like Cannes Lions, D&AD, Clio Awards, One Show, New York Festival, EFFIES, and regional gems like Dubai Lynx, Ojo de Iberoamerica, Wave Festival, El Sol Festival, and El Dorado Festival – including Grand Prix, several Golds, Silver and Bronzes. 

According to your opinion, what role participation in creativity festivals and winning them plays for agencies and creative people from advertising industry today, in the era of global disruptions, rapid digitalization and the appearance of AI? 

Participating in creativity festivals and winning awards is crucial for agencies and creative professionals today. It not only showcases their creative prowess and capabilities but also serves as a benchmark to test and compare their level of smart thinking with the best agencies globally. In the era of global disruptions, rapid digitalization, and the rise of AI, these platforms act as a testament to an agency's adaptability and innovative approach. Additionally, success in these festivals attracts new clients seeking disruptive work and a fresh perspective on modern advertising challenges.

Projects with your participation have won numerous awards at prestigious international creativity festivals. Are there any cases among them that are most valuable to you, which brought inspiration to you during their creation? Can you tell us a little about them and why they are valuable to you?

I have great memories and a special place for all of my projects, but the ones that have fulfilled me the most, due to their emotional component and the way they touched people's lives, are Nissan #SheDrives and You Are My Son for the Colombian Ministry of Defense. The first one helped women gain confidence behind the wheel when Saudi Arabia announced they were going to allow them to drive in the Kingdom—a significant change that required support and solidarity in understanding their needs and feelings. The second one helped bring people back from the jungle during times when the guerrilla conflict in Colombia was complex and ongoing.

You have judging experience at many international creativity festivals, and this year you will be judging the entries of White Square Festival. What new aspects would you like to see, what are the key criteria for evaluating projects for you?

We live in a rapidly changing world, and our industry keeps pace with the same dynamism. The way we communicate, interact with consumers, engage users, and even make purchases differs significantly from what it was 10, 5, or even 2 years ago. Emerging technologies, AI, social media, and more play a pivotal role in this transformation. I'll be on the lookout for fresh ideas that truly embody the advertising landscape of today—ideas that not only excite me but also make me envious. When you see an idea and think, "Wow, I wish I had come up with that," it's a clear sign of a brilliant concept. I hope to experience that sentiment frequently in the judging process.

It has always been trending at festivals to talk not only about the latest tendencies in advertising, but also about the values that brands translate, about social advertising and its role in commercial projects. What social values are most actively supported by brands in your country?

In the US, brands are actively championing social values that revolve around sustainability, diversity and inclusion, and social responsibility. There's a significant emphasis on environmentally friendly practices, promoting equality and diversity, and contributing positively to the different communities in the country. Social advertising plays a crucial role in aligning campaigns with these values, reflecting a growing awareness and commitment to making a positive impact beyond just product promotion.

What inspires you for your work? Perhaps, hobbies, family, friends or colleagues?  

Colleagues play a significant role, for sure. The synergy of teamwork, combined with the diverse expertise and skills within our team, truly motivates and drives me. As creatives, the shared goal of producing work we're proud to share with family and friends serves as a powerful incentive too. However, I think I take inspiration from little things in life. Each day brings a multitude of insights and challenges, presenting opportunities to find simple and clever solutions—an aspect of my work that I find particularly invigorating.

What would you like to wish to the participants of White Square Festival 2024?

Luck... and loads of learning!

While creating campaigns with a primary focus on awareness remains valuable, the evolving industry demands more. Today, the message should transcend mere awareness and prompt action. Speaking as a creative with a background in Commerce, I firmly believe that any brand or organization's ultimate goal is to engage users in meaningful actions—whether it's clicking to buy, donating, or contributing to the company's growth. In this era of personal connection between consumers and brands, success hinges on seamlessly integrating ideas into people's lives rather than interrupting them. Authentic brand experiences that feel organic, not forced, are key. I'm excited to discover authentic ideas that have this approach in the festival this year!

You can learn more about nominations and submit entries online on White Square Festival's website.