GUILLERMO CASTAÑEDA
Guillermo Castañeda is executive creative director at TBWA\Buenos Aires. “An older cousin got me into advertising,” he says. “I was a kid and I didn’t know much about what to do with my life. Advertising fascinated me - and after 20 years it still does.”
The first thing I do in my day is...
Wake my children up and take them to school.
At the moment I am working on...
Two campaigns for Telecom Personal, one of the most important cell phone companies in Argentina. One of them is a nice idea for sponsoring a sports event and the other for launching a new service.
The best piece of creative work around at the moment is...
Gatorade Replay
I am inspired by...
I believe all people working in advertising, especially the ones in the creative department, are inspired by everything surrounding us. In my case, it can be anything - from a conversation making no sense in the elevator, to a mass recital in a soccer field.
This year I’ll be attending...
Cannes
The next big thing in advertising is going to be...
The advertising coming up should entertain and thrill beyond communicating. Let’s hope we can keep the value of an idea over new technology.
In a film about my life, I’d like to be played by...
My identical twin brother, Sebastian.
In up and coming talent, I look for...
The only thing I try to discover in young talent is their passion. It is the only thing you cannot learn.
The last piece of music I listened to was...
I listen to Argentine folklore and Rock Nacional. It is the music that reaches me and changes my mood in a good way.
My mobile phone's screen background is...
A picture of my kids.
The piece of work I wish I had thought of is...
I would have loved to be part of TBWA’s Gatorade campaign, Replay. I haven’t pointed it out because it is work from our network, but because it is a complete and full idea.
Video: Gatorade "Replay"
Image: ATMA Air Conditioners "Cold Meets Silence" by TBWA\Argentina. Creative Director: Guillermo Castañeda
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