White Square International Festival of Creativity, globally recognized in the professional community, continues its call for entries. Annually, more than a thousand cases from all over the world are submitted by representatives of creative industries to participate in the contest, which is evaluated at the highest global level by international jury. To inspire representatives of creative industries around the world to submit their best entries for White Square Festival 2025, we are glad to present a series of interviews with members of the White Square Festival jury. Today Jean-Paul Lefebvre, Founder and Creative Director of Abracadabra, Belgium, answered the interview questions. He has over 35 years of experience in advertising, including agencies such as TBWA, Duval Guillaume, McCann, Leo Burnett and Emakina. His international awards include four Cannes Lions awards, the DAD pencil award, Clios, Epica, Eurobest, NYF, Cresta, LIAA, Sharks, FAB and many others, totaling more than 50 awards. He is an experienced jury member of international festivals including New York Festivals, LIAA, Cresta Awards, White Square Festival, Golden Drum, Media Awards, Ad Black Sea, Creative Club of Belgium 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 started my career in advertising back in the last century, when the world was just beginning to harness the power of creativity. From a very young age, I was mesmerized by stories, whether they were about people or brands that sought to capture the attention of an audience. Each story is a unique world full of emotion and meaning, and I've always dreamed of being the one who creates them. Becoming a creative director wasn't just a career goal for me, it was something much more meaningful. It was my chance to not only manage the creative process, but to become the architect of ideas that could change perceptions and leave a mark on people's hearts. Being a creative director means no longer just giving birth to a baby, but doing everything I can to make sure it's born healthy. This requires attention to detail, passion and dedication.
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?
All projects are important, whether they are large campaigns with a global scope or a small but insightful initiative. For me, however, the most valuable projects are those that not only bring significant value to the advertiser, but also leave a deep mark in the hearts of the people who created them. Boldness and creativity are choices you never make alone. And it is in this unity that we find the strength that allows us to break the boundaries of what is possible.
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?
For a creative person, winning awards is important. It's what makes his reputation and flatters his ego. It's also inspiring for the whole profession to see fresh, innovative ideas. Creative awards in advertising are like fashion shows: they're beautiful and inspiring, but unfortunately they don't reflect the level of what we see on the walls or screens.
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?
For me, the main criteria for evaluating projects are the relevance and freshness of creative ideas. I don't find inspiration in beautiful things that, despite their visual appeal, serve more to enhance the status of their authors than for the real success of the brand. This superficial perception of creativity fails to satisfy my desire for depth and meaning. Outdated modes of communication that may have once been effective are no longer able to resonate with an audience that craves sincerity, originality and an emotional connection to the brand.
Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
In my opinion, the work of a representative of the creative sphere is identical to that of an actor. Just as an actor needs to immerse himself in the character's personality in order to convey his emotions and experiences, a creative needs to become for a moment part of the consumer's world. This means not just analyzing his preferences, but also deeply feeling them, seeing the world through his eyes. In this way we can uncover the true needs of the audience, understand what really drives people. From there, we'll find insights that will form the foundations of our campaign.
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?
As I mentioned before, I am fascinated by the art of storytelling. Stories for me are not just a set of words, they are magic that can transport us to other worlds, make us feel and experience. That's why today I also write fiction. For me, everything is inspiration. As Woody Allen said, I'm a sponge and I absorb everything around me to give my vision.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
I'm looking forward to giving us all a breath of fresh air in an industry that makes us feel light and inspired!
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.