White Square International Festival of Marketing and Advertising, recognized in the professional community around the world, continues its call for entries. Every year more than a thousand entries from around the world are evaluated at the highest level by international jury. To inspire creative industry representatives around the world to participate in White Square Festival 2025, we are honored to present a series of interviews with members of the Festival jury. Today, Daniel da Hora, Creative Director and Mentor of UFPB, Brazil, answers the interview questions. Winner of numerous graphic design awards, art director, creative director, artist, researcher, author and teacher. Purposeful leader and mentor, innovative and results-oriented, with extensive experience managing complex creative projects throughout their lifecycle. Over 25+ years in the industry, has created successful international and local projects for brands such as Apple, Carrier, Castrol, Honda, GM and others. He is an experienced speaker and jury member of many prestigious international creativity festivals such as Cannes Lions, CLIO Awards, New York Festivals, Ad Stars, One Club for Creativity, London International Awards, Creativepool, A'Design Awards, El Ojo de Iberoamerica and many others.
When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?
I’ve been in the industry for a long time. But, when I look back, I always remember that, as being part of a family where Arts, Culture and Creativity were common sense, I see how those things impacted me in a profound way. And that fact - that all of them could see creativity not only as a profession but as a way of living - I’ll bring with me forever.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
One of the latest creative projects I was involved was about a NGO that takes care of abandoned kittens. During pandemic we made a huge activation and saved lots of little abandoned cats. This was really touching and impactful for me, for the client, and for the final task - saving animal’s lives.
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
Winning at creativity festivals is more than recognition - it’s a strategic driver of business growth, industry influence, and creative innovation. Also, they enhance an agency’s reputation, attracting top-tier clients and top creative talent while setting new industry benchmarks. These wins inspire professionals to push boundaries in storytelling, technology, and design. Beyond the trophies, festivals offer invaluable networking opportunities, opening doors to global collaborations, judging panels, and high-profile partnerships. Recognition also fuels thought leadership, media exposure, and financial growth, allowing agencies to secure premium projects. Ultimately, festival success amplifies credibility, business impact, and long-term relevance in the creative industry.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
As a jury member at White Square Festival, I’ll be looking for bold ideas with cultural relevance, strategic insight, and flawless execution. Great work must go beyond originality - it should engage audiences, drive real impact, and challenge conventions. Creativity that blends storytelling with emerging technologies like AI, immersive experiences, and interactive design will stand out. I also value purpose-driven ideas that push brands into meaningful cultural conversations, addressing sustainability, inclusivity, and social impact. Ultimately, I want to see work that doesn’t just win awards but leaves a lasting imprint on the industry and society.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
Key themes such as Authenticity and Emotional Connection, Immersive Experience, Sustainability and Inclusivity, and Experiential Marketing are at the top of the conversation in our creative market. But also, and most important in my opinion, the AI-Driven Personalization is a must: consumers are increasingly seeking genuine and relatable content. Brands that prioritize authenticity and foster real connections are expected to resonate more deeply with audiences, and AI (when well used) will empower this conversation. In Brazil, companies from tech field are leading the conversation and some of the best exemples come from Porto Digital, the most important technology park in the country.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
I love to listen to music - Brazilian music is worldwide recognized. Beyond acting at the Advertising and Design fields, I’m a university professor and a Visual Artist. So drawing, painting, engraving, and engaging with younger generations are among my passions.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
For all the participants in the competition, I hope they can perform well and get the recognition they deserve. For my fellow jury members, I hope we can have fun, but also enjoy and learn with the entries we will evaluate.
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.