White Square International Festival of Creativity continues its call for entries. The final deadline is May 3. Agencies and brands can submit their best projects in 243 nominations covering the whole spectrum of the communications, marketing, branding and creative industries. The entries will be evaluated by six international juries, representatives of more than 45 countries, experienced jury members, winners of numerous awards of prestigious international creativity festivals. We are pleased to continue our series of interviews with the jury members of the White Square Festival 2024. Today with us is the Associate Creative Director, Havas Middle East, Michele De iuliis.

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? 

In a world where AI and digital tools are reshaping how we approach creativity, Festivals play a crucial role in highlighting the enduring importance of human insight and emotional connection in advertising. Winning at such events isn’t just a mark of recognition, it’s a testament to an agency’s capacity to not only keep pace with rapid changes but also to lead the way. This recognition significantly boosts their reputation, attracting both talent and clients, and sets new industry benchmarks.

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?

The “I’m Possible Billboards” campaign for adidas stood out for its authentic representation of diverse athletes, challenging conventional advertising by highlighting real stories of determination. Conversely, the “Beyond the Surface” campaign, also for adidas, featuring the innovative “Liquid Billboard,” pushed creative boundaries. It transformed a billboard into a dynamic, interactive pool, symbolizing the campaign’s commitment to inclusivity and breaking barriers in sports. Each campaign uniquely showcases adidas’s dedication to authenticity and innovation in advertising.

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?

I’m looking forward to discovering campaigns that, while potentially rooted in local insights, have the universality to engage audiences globally. The key for me is identifying work that bridges cultural divides, showcasing how a locally-focused idea can echo universally. My focus will be on originality, cultural insight, and global resonance in each project.

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 UAE, advertising is evolving to highlight sustainability and inclusivity, aligning with consumer desire for brands with a meaningful societal contribution. This trend underlines a broader shift towards responsible marketing that resonates with both local and global audiences.

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

I’d really have to say all of the above. But simply because every time I came up with a really great idea, execution or insight, it was because of some minute detail that at a time seemed insignificant but it then turned out to be either extremely relatable or very unique or particularly fitting in the case of an execution, or extremely clever, funny, new, big, in the case of an idea. It can be the smirk on the face of a cowboy in an old spaghetti western, it could all start with something like that. And maybe you watched that movie when you went to your friends house and their dad was watching it on TV. The point of all this is that 99% of the inspiration happens when you’re not at work.

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

Wishing everyone at White Square Festival 2024 brilliance in unexpected places, turning the mundane into memorable. Remember, every detail could be the beginning of something extraordinary. Here’s hoping your creativity surprises and delights.