Sergio Alcocer, President and Chief Creative of LatinWorks, USA, has had a proper Cannes experience. As part of the Press Lions Jury he's been crammed into a room with opinionated, driven and very creative minds, they are watching an extremely large selection of the world's best work trying to find the memorable ideas.
Memorable in one market isn't always the same in another, the Domino's Pizza is a great example of a perfect hack where the idea that worked for one market would not work in the Latin market at all. While the CP+B solution was to change the pizza, since their target group didn't like it, the latin market did like it. How do you explain the sudden change in the recipe? Latinworks turned around the turnaround.