Midas Awards Grand Jury Spotlight: Humberto Cunha

Each year, the Midas Awards assembles the best and the brightest of agency and brand leaders who have worked in the field of financial advertising, as well as international experts in financial policy and communications to be part of the Midas Grand Jury.

These industry professionals are recruited to view global entries into the Midas Awards and select the World’s Best Financial Advertising. The results of the judging sessions are parsed into the annual Midas Report which includes Agency, Brand and Network Rankings—a veritable who’s-who in the world of financial services.

This week’s Grand Jury Spotlight interview features Humberto Cunha, Art Director with NOVA SB, Brazil

Humberto Cunha is a modern, cutting-edge Brazilian art director. During the last 13 years, he has worked in some of Brasilia's leading agencies such as Mr. Brain and Giacometti, and he is currently working for NOVA SB.

He has worked with some of the most prominent Brazilian brands such as CAIXA (the largest Brazilian public bank), Claro telecom, Burger King, the Brazilian Government, the Ministry of Health, and ILO.  And he’s earned accolades at some of the world’s most international award competitions such as Cannes Lions Festival, CLIO sports, El Ojo, Archive, LIA, and Ciclope Latino, and one of them reached the ONE SHOW finals.

He has had the honor of being the third most awarded Art Director in  Brazil in 2014, as well as the most awarded Art Director in 2015 and 2016, in the Prêmio Colunistas Brasília.  His artistic talents also include entrepreneurship, Humberto is co-founder of two startups, and is passionate about craft and urban art.

Midas caught up with Humberto and asked him to share his creative insights on the international reach and scope of the Midas Awards, judging creative work, the challenges of working in financial advertising, his favorite financial ad campaign, what inspires him, and more!

 Midas Awards: Can you comment on the international reach and scope of the competition? Do you believe it’s important for there to be a competition specifically honoring advertising and marketing for banking, brokerage, insurance, mutual funds, credit cards, real estate, accounting, and consulting industries?

Humberto Cunha: I think that awards are important mainly when they are the consequence, not the goal of the creative work. We used to see strong competition between real and disingenuous work in the most important awards around the world every year. That’s why I believe that an award that recognizes the most cutting-edge ideas in the financial industry could filter out ghost projects and create a rich atmosphere around what really matters: solving communication problems of real clients through creativity, originality and innovative ideas. 

Midas Awards: When judging, what specifically are you looking for when determining whether a campaign is award-winning?

Humberto Cunha: An award-winning campaign should present a new way to behave, to see, to interact with and observe the world we live in. An award-winning campaign has to be a mindset changer. The tools to do that could be creating captivating stories, amazing designs, entertaining or helping people to improve their lives through innovation or a product redesign. Engage, mobilize, be relevant, memorable and enchant people are always the largest challenges to an advertising campaign and, the reason why creativity stills being our most important ally.

Midas Awards: In your opinion what are the challenges of working in financial advertising?

Humberto Cunha: Financial advertising is very challenging. Our work affects people’s lives, their important achievements, goals, dreams, financial security and of course, financial planning to able to improve their standard of living. We have to think deeply and understand human behavior as best as we can. Financial advertising is all about people. 

Midas Awards: What is your favorite financial advertising campaign and why?

Humberto Cunha:  I must confess that I really appreciate two recent campaigns which are: Aland Index, by RBK for The Bank of Aland and Payphone Bank, by Grey Colombia for Tigo-Une. These projects propose entirely new ways to think about financial operations. 

The Payphone Bank campaign, for instance, is an amazing example to show that we cannot be restricted by labels. We have to focus on people problems and turn big ideas into big solutions. A Telecom company, Tigo-Une, ran a financial platform campaign that would make any bank feel jealous. That is outstanding!

Midas Awards: What inspires you about the industry and what do you wish you could change?

Humberto Cunha: The financial industry is evolving very quickly. Innovative ideas that disrupt fixed mind sets are what help us to break barriers and learn new ways to perceive our business. Fintechs are one example of reconstruction of how people relate to financial products. 

We need to learn with them and thereby, reinvent our own advertising industry. We have to be ready and willing to change ourselves, as well.


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