Rodrigo Benavides, is Partner and creative general director of Bife. In more than 24 years of experience, the "fat man", as he is known, has done almost everything. He has been a junior editor, planner, art director and partner... finally ending up in the area that he likes the most, creativity. In these two decades linked to advertising, he learned that the most skilled is the one who can understand his environment, know the audiences and generate changes from there. Changes for people. Changes in their behaviors. Changes in the way of thinking and offering products and services.He started working in advertising 24 years ago, as a junior creative writer at Agencia La Vuelta. There, he developed for many years, leading the creative work of retail brands, such as Easy Latam, Viña Valdivieso, Ron Abuelo, Turismo Cocha and Arcor Dos en Uno. 9 years ago, together with Hugo Vega and Ricardo Manneschi, his two partners , becomes independent creating Bife. Agency focused on "creativity that generates results" for clients as diverse as Adidas, Walmart, Upfield, Government of Chile, educational entities, even, which today is his great pride, Greenpeace, where together with a tremendous team and " creativity that generates results” it was possible to promote the enactment of a law, which in Chile prohibits single-use plastics. That campaign achieved the goal and incidentally led Bife to be the winner of two golds at the Lumm Awards 2021.If you want different results, do something different. Being part of this jury for Rodrigo is the answer to that famous phrase. Something different and an honor.