{"id":170423,"date":"2023-03-25T17:54:02","date_gmt":"2023-03-25T16:54:02","guid":{"rendered":"https:\/\/ipmark.com\/?p=170423"},"modified":"2023-03-25T17:54:02","modified_gmt":"2023-03-25T16:54:02","slug":"dia-c-2023-ideas-para-cambiar-el-mundo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=170423","title":{"rendered":"D\u00eda C 2023. Ideas para cambiar el mundo"},"content":{"rendered":"<p><b>Noticia impulsada por\u00a0<a href=\"https:\/\/manifiesto.biz\/es\">Manifiesto<\/a><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-170315 size-full\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/unnamed-48.jpg\" alt=\"\" width=\"202\" height=\"26\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Tras la intervenci\u00f3n de <strong>Ana Pastor, periodista y directora del programa El Objetivo de La Sexta<\/strong>, que tras charlar sobre la \u201cman\u00eda\u201d de cuestionar todo que suelen tener los profesionales de la informaci\u00f3n, as\u00ed como de las <strong>distintas y contrapuestas actitudes de decir la verdad o de mentir<\/strong>, se centr\u00f3 en contar el proceso de creaci\u00f3n de Newtral, productora especializada en la creaci\u00f3n de narrativas y verificaci\u00f3n de datos. Sobre este punto, Pastor incidi\u00f3 sobre el impacto que la Inteligencia Artificial est\u00e1 teniendo en la optimizaci\u00f3n de las funciones de la plataforma de <em>fact-checking<\/em>.<\/p>\n<h3><strong>Independencia<\/strong><\/h3>\n<p>La independencia ha sido la actitud defendida ante el p\u00fablico del Kursaal por <strong>Gustavo Lauria, director general creativo y fundador de We Believers<\/strong>, elegida Mejor Agencia Independiente del a\u00f1o en la \u00faltima edici\u00f3n de Cannes. Durante una interesante intervenci\u00f3n, Lauria, que presidir\u00e1 el jurado de la edici\u00f3n 37 del Festival El Sol &#8211; \u00a0M\u00e1laga, 8 y 9 de junio \u2013 el argentino <strong>ha descubierto la trastienda de algunos de los hitos de la agencia que lidera<\/strong>, como la campa\u00f1a `Men\u00fa para vacas`, para Burger King, detr\u00e1s de la que hab\u00eda una investigaci\u00f3n de tres a\u00f1os financiada por We Believers y cuyo objetivo era hallar una alimentaci\u00f3n para el ganado bovino capaz de reducir las emisiones de metano que expelen a trav\u00e9s de sus ventosidades.<\/p>\n<p>Tambi\u00e9n se refiri\u00f3 Lauria a la campa\u00f1a <em>Edible six pack rings<\/em> para Saltwater Brewery con la que implementaron <strong>envases comestibles para sustituir a los de pl\u00e1stico y evitar la muerte de cientos de animales marinos<\/strong>. \u201cCreo que las marcas que \u00abdevuelven\u00bb a la sociedad parte de sus beneficios en iniciativas sociales y medioambientales venden m\u00e1s\u201d.<\/p>\n<p>Adem\u00e1s de esa convicci\u00f3n, el l\u00edder de We Believers ha compartido otras tantas creencias que conforman la filosof\u00eda de la agencia:<\/p>\n<ul>\n<li><strong>\u201cCreemos que la publicidad tiene que vender\u201d.<\/strong><\/li>\n<li><strong>\u201cCreemos en las ideas que pueden cambiar el mundo, no s\u00f3lo en Cannes.<\/strong><\/li>\n<li><strong>\u201cCreemos en los clientes que creen en nosotros\u201d.<\/strong><\/li>\n<li><strong>\u201cCreemos en las conversaciones m\u00e1s que en las presentaciones\u201d.<\/strong><\/li>\n<li><strong>\u201cCreemos que hacer un buen trabajo es la mejor estrategia de nuevo negocio\u201d.<\/strong><\/li>\n<li><strong>\u201cCreemos en ser independientes\u201d.<\/strong><\/li>\n<\/ul>\n<p><strong>Demasiado pol\u00edticamente correcta<\/strong><\/p>\n<p>Edu Casanova, actor, guionista y director de t\u00edtulos como \u201cLa piedad\u201d o \u201cPieles\u201d, ha puesto el punto final al programa de la edici\u00f3n 20 del D\u00eda C con una charla focalizada en recorrer su obra y explicar c\u00f3mo concibe un acto creativo que \u201c<strong>en realidad es incontrolable y lleva a las benzodiacepinas<\/strong>\u201d.<\/p>\n<p>Tras contribuir a quitar las ganas de comer al p\u00fablico asistente con su narrativa <em>kitsch-pollypocket<\/em> aderezada con incisos escatol\u00f3gicos, Casanova, cuya actividad art\u00edstica tambi\u00e9n ha incursionado en esta industria, finaliz\u00f3 reconociendo que \u201c<strong>la publicidad actual le aburre un poco al ser demasiado pol\u00edticamente correcta\u201d<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La independencia y la capacidad de cuestionarse todo han sido las dos actitudes que han puesto fin a la segunda jornada del programa de conferencias del D\u00eda C 2023, que ha tenido como principal aliciente la intervenci\u00f3n de Gustavo Lauria, director general creativo y fundador de We Believers. <\/p>\n","protected":false},"author":14,"featured_media":170427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5900],"tags":[6500,177,6501],"class_list":["post-170423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-festivales","tag-c-de-c","tag-dia-c","tag-premios-nacionales-de-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00eda C 2023. 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