Who's Who: Vico Benevides

Vico Benevides is the Executive Creative Director at GTB Latam, São Paulo, Brazil.

How did you get into advertising?

One of my greatest hobbies as a kid was drawing. So, art was always a part of my life and inventing new ways to do things was also a part of my creative DNA. Advertising came along as a match to everything I love to do.

Can you give us a run down of the most recent campaign you've worked on?

“Accessibility Mat” is our brand-new effort for Ford. It took 2 years from the insight/concept/tests to the actual product. We at GTB truly believe that innovations with a great Brand Experience storytelling will be the way brands will invade a place in the hearts and minds of people.

The best piece of creative work around at the moment is?

Accessibility Mat. Rsrsrsrsrs!

What do you think the next big trend or the next big thing in advertising is going to be?

Actions are speaking louder than words. People have enough of brands saying a lot and doing nothing. A great brand experience will have more power than ever. Ideas, which can't be ignored, will always rule the world.

The piece of advertising work you wish you had thought of is?

Nike+. What a great brand experience piece. It congregates data, technology and a great idea in one.

The internet/digital tool you couldn’t live without is?

Spotify. I can’t live without music!

In a film about your life, who would you like to be played by?

Arnold Schwarzenegger, with his mantra: “never surrender”. And if you blink, we win: “Hasta la vista, baby.”

A word or phrase you overuse?

“Will people care?”

What did your last social media update say?

Probably sharing the Who’s Who link from Lürzer’s Archive.

Your dream collaboration is?

Create a creative department at ONU, to help and impact people around the world. I wish they'd call me to run that department there.