FLAVIO PANTIGOSO
Y&R, Peru Executive Creative Director, Flavio Pantigoso talks to Lürzer’s Archive about his love of Peruvian cuisine and how good copywriting continues to be the best “special effects”.
Image: Flavio Pantigoso
Born in Peru, Flavio holds three nationalities and is the son of a Brazilian mother and a Peruvian father, and the husband of a Spanish wife. Besides, he studied in Brazil and worked in markets as diverse as Peru, Chile, Spain, Mexico and the Netherlands.
About me...
I have worked with in countries from both the first and the third world. That is to say, long before the term “globalisation” came into fashion, I already knew - in the flesh - what it was about. Six countries later, I now know it’s not the name of the city but the people that surround you and the projects you have on the table that really matter. And this is why Peru is today the Y&R office with the most awards international awards.
At the moment I am working on...
The second stage of the Peru Brand launch campaign, following the success of “From Perú for Peru”, a documentary that has earned several Grand Prix at all the major festivals in the region. We sent a delegation of Peruvians to Peru, Nebraska (a small town in deepest America, a homonym of the country), read them their rights as “Peruvians” and got them to experience their “Peruvianity” in such a way that the strengths of the Peru Brand became evident.
The best piece of creative work around at the moment is...
The 24-course tasting menu of ‘Astrid & Gastón’, possibly the best Peruvian restaurant and one of the best restaurants worldwide, belonging to my top chef friend Gastón Acurio. The gastronomic boom Peru is experiencing is delirious and constitutes an economic and social growth engine for the country - something never seen before in the world.
I am inspired by...
A ceviche at some cove in Peru, my girls’ drawings, poetry by César Vallejo and “Megastructures” on the National Geographic Channel – but, above all, the rage of still not seeing Peruvian advertising creativity occupying a competitive enough position in the world.
This year I’ll be attending...
Any event except another advertising festival, God willing. My ego quota has been met.
What got my attention at the last festival I attended is...
How copywriting remains fully current and valid to cause emotion and commotion. I’m talking about “Eminem” for Chrysler and “After Hours Athlete” for Puma. Sorry, but the best special effects continue to be words. Beautifully assembled.
The best time to be a creative was...
Not the Renaissance, not the 60s, not today. It’s any time in our own personal history when we decide to do something meaningful, honest and memorable on an empty sheet of paper.
The next big thing in advertising will be...
How to rename the term “liquid ideas”, which in turn renamed the expression “360 ideas”, which in turn renamed the term “integral ideas”.
The piece of digital work I wish I had thought of is...
Last year’s Cannes Grand Prix, the virtual supermarket from South Korea. A fantastic crossover between outdoor, mobile technology and store. It had a clever meaning, real usefulness to people and a stupidly simple way to allow Tesco to save money in branches.
In a film about my life, I’d like to be played by...
Who cares - I won’t be around for the premiere anyway.
In my industry, I admire...
The humbleness, commitment, passion and integrity from people such as Dan Wieden, Lee Clow and John Hegarthy - a breed that should never die out.
My dream collaboration is...
To create a world-class space of respect and promotion for local advertising talents, so that no Peruvian creative will ever have to emigrate again in order to find abroad what he could not find here.
In up and coming talent, I look for...
Eyes sparkling, conviction of being in love with this, non-conformism, self-criticism - everything that gives talent true meaning and direction.
A piece of criticism I have received ...
Being too harsh and demanding with my teams.
The last song I listened to was...
‘Fantasía para un Gentilhombre’ by Joaquín Rodrigo, on the Iberia plane that’s taking me to Cannes.
Video: PromPeru "From Perú to Peru" by Y&R, Peru which has won awards including the TV/Cinema Grand Prix at FIAP 2012.
See Flavio's work that has been published in past issues of Archive here.
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