2025 has been a year of contrasts—intense, emotional, transformative. It began with a heartfelt farewell and ends with my soul wide open after the magical, peaceful family moments we usually share in Escondida. In between, there was laughter under a sky full of fireflies outside Kuala Lumpur with my grandson Mauricio; a spiritual retreat in […]
The creative advertising world applauded “ The Most Popular Song” at Cannes 2012, awarding it Lions and a Grand Prix. Because a simple idea can be powerful enough to influence a country, make a difference and contribute to making it a better [...]
A few days ago I published a note that claims that creativity that wins at festivals is 7 times more effective, according to the Gunn Report. That is to say, advertising creative awards, such as Cannes, Ojo, Volcán or Pregonero, nowadays have [...]
First of all, I remind you of Zanders’ rule #6: don’t take yourself too seriously. Then, the question always jumps to a simple “and what are the first 5 rules?”. The answer then is to be expected: they don’t exist and it [...]
Every day, advertising influences the world intensely, profusely and repeatedly with creative ideas to change the world. The Cannes Lions International Festival of Creativity and the Bill Melinda Gates Foundation know this, and have teamed up to promote the use of creativity [...]
If you are not, let’s assume that you are among the general public, and not a puclicist, advertiser or any media or digital media. So, with everyone leveled up as busy people going about their happy lives, is there anyone out there [...]
Exactly 25 years ago today, Alexandra Franco opened the doors of the Casa de los Niños Montessori in Escazú, the kindergarten that today is called Hometwo. This long journey triggered the modern Montessori movement spread throughout the country in early childhood education. [...]
A couple of years ago I took this picture. I used a Nikon 70-200 lens from a mountain that was windy and cold and had me suffering. I guess it corresponds to the late afternoon in the Himalayas from the black mountain, [...]
La Comunidad and La Nación will once again organize the competition in Costa Rica to bring young people to compete in Cannes. At the heart of our organizations, stimulating young creatives in our country is pure emotion, adrenaline and future. We do [...]
Possibly the beginning of Branded Content was made by Julio Vernes or later by Procter Gamble with novels. However, from the most recent, these two ideas have been shown today, among many others. Another example of “branded content” comes from BMW. What [...]
A new category will be launched: Mobile. It will be removed from the Cyber section and a new competition area will be created at the Festival. It will be opened in recognition of the growing number of entries competing in mobile, as [...]
At the close of his presentation, Phil Thomas said that the world’s creative winners are coming from the south and east. He asked for mercy when we finish taking over the world! After extolling the participation of clients and media, especially digital, [...]
Kicking off the meeting of Cannes representatives from around the world, Phil Thomas gave the welcome and began by talking about Google. In fact, in the year Eric Schmidt was “Media Person of the Year”. At the same time, Google won [...]
