LEARNING TO FALL //Learning to Fall Exploring the Judo Philosophy in Creativity and Self-improvement *Translated from Spanish for this issue. The martial art of Judo, translated as “the path to flexibility,”idea was at first labeled as fake news. However, Maldonado reveals its intrinsic philosophy in its name.” According to Ferranpersevered, rewrote multiple iterations of the pitch until it got Agúndez, writer of ‘Judo Management’, Judo teaches “the ability approved, and when it finally debuted the “Capture Cancer” to adapt, innovate, and evaluate risks.” More importantly, Ferrancampaign resulted in an unprecedented success for the brand. continues, all Judo students must “learn to fall, which is the firstReinterpreting Kano’s philosophy, Maldonado understood that lesson you’re taught because, as it happens in life, you are goingfalling and facing obstacles are inherent parts of the creative to fall many times.” process. The flexibility to get up, learn from the fall and rethink solutions is essential for growth and innovation. When Jigoro Kano developed Judo in 1882, he aimed to create more than just a martial arts technique; he aspired to instill aTo undertake this path of falls and overcoming, Maldonado holistic lifestyle, with ethics based on values such as respect,focuses on two Judo core values: humility and honesty. To put it flexibility, friendship, and humility. In the 20th century, Judoin Maldonado’s own words: “Honest ideas are the ones that reach gained recognition in the world of sports thanks to those the deepest, because they start from an irrefutable truth and do deep-rooted values. In 2016, UNICEF recognized it as the best not underestimate the intelligence of their audience with false initial sport for child development, underscoring its impact promises or results. On the other hand, humility is a key value for beyond the tatami. When viewed as a philosophy, Judo offers growth and constant improvement. If I think I’ve already achieved inspiration and reflection, especially in highly competitive everything, if I feel I’m better than everyone else, if I don’t need to environments where the search for perfection is constant. learn anymore, then how can I improve?” Mauricio Fernandez Maldonado, Chief Creative Officer Today, advertising is at a crossroads. Consumers are increasingly of Havas Perú, shared his experience in applying the Judo more demanding and much more critical; platforms are evolving philosophy in the creative world, highlighting that, during the rapidly and overexposure to information brings about unique creative process, “we must be flexible to stop, learn from the fall,challenges. Those working in advertising are forced to be flexible, and rethink solutions.” learn from campaigns that don’t work and constantly rethink strategies. Humility and honesty, values practiced through Judo Working on a project for the League Against Cancer, Maldonado and underscored by Maldonado, are essential in a world where faced significant challenges in his initial presentation of theiraudiences demand authenticity and genuine connection. “Capture Cancer” campaign. Turned down by TV channels, the