It’s patently clear that the term “advertising” has undergone an amazing transformation in recent years. Last weekend, I attended the edition “0” of a new creative experience, Sitges Next, an international festival leading a different concept of communication based on innovation and new media.
Eight conference, two workshops and well-deserved awards distributed into 13 categories. I particularly loved speakers Cocolab, Mucho and Brosmind. The Mexican Cocolab, a multidisciplinary group specialized in multimedia projects, surprised me with the series titled “Disarm”, in collaboration with artist Pedro Reyes. A sensational work: weapons seized from drug cartels by the security forces were converted into an orchestra of musical instruments. Pure creativity with an encouraging social message.
The singular global network created by Mucho is committed to cross-cultural collaboration and exchange of perspectives. This group of artists offers creative design strategies for all kind of needs. Great fans of typography and materials, they are constantly researching and finding new interesting visual languages.
And finally, my favourite, Brosmind. The Mingarro brothers delighted us with a forceful presentation, basically in a performance format, full of artistic creation. Fantastic illustrators, they started their professional career in the advertising industry and developed a genuine, fresh and cheerful style. Combined with other disciplines, such as sculpture, they managed to position their own personal label.
Thank you all for your tremendous creativity, it’s been very inspiring!!