Exclusive Interview: Prudence and the Power of Creativity

• Index hide

  1 The scenario we are experiencing, in which creativity is being celebrated at the Cannes Lions Festival, reminds us how important ideas are and how a brand like Prudence trusts them.

  2 Prudence’s creative commitment has a very important element to take into account and that is the ability to understand the market and resolve a problem such as teenage pregnancy.

  3 There is an important guideline in creativity and it is solving the needs that arise in the day to day of the brands.

  4 Merca2.0 – What do you expect from a festival like Cannes Lions 2022?

  5 Merca2.0 – What does Cannes mean as responsible for detonating ideas?

  6 – Within the creative market there is an interesting exercise to take into account and the opportunity to make brands like Prudence a tremendously relevant product –

  7 Merca2.0 – Tell me about the Prudence campaign you did with Manuel Vera and what went on to the Golden Circle shortlist?

  8 Merca2.0 – What message do you give to the industry, which is looking for this opportunity to team up with a brand with these freedoms?

  The scenario we are experiencing, in which creativity is being celebrated at the Cannes Lions Festival, reminds us how important ideas are and how a brand like Prudence trusts them.

• Prudence’s creative commitment has a very important element to take into account and that is the ability to understand the market and resolve a problem such as teenage pregnancy.

• There is an important guideline in creativity and it is solving the needs that arise in the day to day of the brands.

Alan Veracorporate marketing director for DKT Latin America, the company behind popular brands such as Prudenceshares in this exclusive interview the power of the creativity not only to get to a Festival like the Cannes Lions and demonstrate the power of a campaign, first, to solve a need in the market.

Merca2.0 – What do you expect from a festival like Cannes Lions 2022?

Alan Vera – New ideas for a new creativity, everything has to evolve, in these two years the way of selling, living, communicating has evolved and the creative part has surely had an evolution, we have to see what has happened in the world.

Merca2.0 – What does Cannes mean as responsible for detonating ideas?

AV – It’s sensational, it’s like the new season of your favorite series. New expressions of creativity from around the world. More than the creative part and between creatives, between marketers, knowing which campaigns work and trigger a sale.

– Within the creative market there is an interesting exercise to take into account and the opportunity to make brands like Prudence a tremendously relevant product –

Merca2.0 – Tell me about the Prudence campaign you did with Manuel Vera and what went on to the Golden Circle shortlist?

AV – That campaign was called #HazParo and was created on March 18, 2020. We were the first to upload all the small businesses on the neighborhood block to our networks, so that people would buy from them and when they bought 200 pesos, Prudence sent 200 pesos of products to people.

The campaign became a shortlist in Círculo Creativo and the truth is that the most interesting thing of all is that it was a campaign created between friends, family and people from DKT

Merca2.0 – What message do you give to the industry, which is looking for this opportunity to team up with a brand with these freedoms?

AV – I have an idea and it is to open the doors to all the people who want to generate an idea about condoms, responsible sexuality and make the craziest idea possible. We would be the ideal client because we are looking for the most extroverted idea that moves the masses, we have no limit. Of course I would love to receive those ideas, take them and bring them to reality, put them on billboards, TV, radio and everything possible; encourage that creativity and exponentiate it to generate a good in the community. Our mission at DKT is to prevent teenage pregnancy, in Mexico it is the number one country in teenage pregnancy deaths, so imagine everything we can achieve with all that creativity they have, being able to do such cool things and reach all the young people of a different and creative way, totally different. That ad that that client did not want, we would love to have it.

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