Lürzer’s Archive Issue 225 4/2023
EUR 18.90 ISSN 1727-3218 LuerzersArchive.com
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Contents
1
UPFRONT
4
THE SMALL PRINT
6
ECLECTIC 1 or 0?
10 INTERVIEW Joaquin Cubria 18 PRINT WORK 125 FILM WORK 134 INTERVIEW Tara Ford 139 FOOD + DRINK SPECIAL REPORT Can we escape red and yellow? 187 BACKDROP Classics Reviews
ECLECTIC
1 or 0? To shed light on our digital lives, we asked recent stars of these pages a simple question: which is better, 1 or 0? Discover the victor of the numerical face-off below. The answer may feel binary but there’s more to it than that.
ABI STEPHENSON Senior Creative BETC, Paris Zero. Zero fucks given. Zero worries. Zero complications. Zero bullshit. Zero barriers in the way … Zero is nothing but an opportunity.
PHILIPPA GROB Creative Director Freelance, Vienna It takes just one spark to start a fire. One notion to change a whole story. In a society of abundance, limitation is maximization. Take just one photograph of what you want to capture. Focus. Present only one concept to your client. Be confident. One is enough, one is all. DANIELA OSORIO Head of Content The Juju Agency, Bogotá
I wouldn’t choose zero, but rather double zero. Remember Y2K? When we believed that the first second of 2000 would be ‘00’, causing machines to confuse it with 1900 and potentially triggering a computerized apocalypse that would forever alter the world we knew? That has to be one of our top sci-fi tales, starring the underestimated zero.
ERICA BYRNES Group Creative Director Area 23, New York In numerology, the number zero is often associated with potential and possibilities. You have the power to create your own reality. The world is your oyster. Zero is nothing but an opportunity.
WALID KANAAN Chief Creative Officer TBWA\RAAD, Dubai I go for zero without hesitation. It’s not because I come from a culture that invented the number, but more for what it represents: It’s the starting point, a blank canvas, for everything. The foundation for new ideas, new horizons, and new perspectives. Zero is a void waiting for you to fill it, it’s an open invitation.
Lürzer’s Archive
CARLOTA BARTOLI Art Director Knock Brand Design, Barcelona ‘Zero’ is the nothingness, but in its circular form it includes the whole. That is why, in my opinion, it represents something greater than any other numerical value. ‘Zero’ is the void that symbolizes opportunity, a horizon open to any possibility, It is a number that frightens and excites at the same time.
VERA LÄNGER Creative Director Artificial Group, Budapest I want to be a zero. I try to be a zero. Why? It may seem like the symbol of nothing. However, when placed behind a number, it provides a tenfold increase in strength. So, when I stand behind my team, I try to provide them with the same boost and make their talent shine ten times more.
MARY VAMVAKA Associate Creative Director Freelance, Athens I have sat at this izakaya zero times. And this is great. Because I can dream of going back to Japan and sitting there. And that’s better than having sat there once. I have zero favorite works. This is how I can always chase a better one. Zero is my white canvas. It’s real and imaginary. Just like ideas. Or this article you are currently reading. I choose zero.
HUMBERTO MALDONADO Associate Creative Director Alma, Miami
TODD MACKIE Partner and Chief Creative Officer Broken Heart Love Affair, Toronto One is something. Zero is nothing. And if you’re going to try and create something brilliant, you need to start with something. An insight, an observation, or a desire. You can only capture a heart if you know where you’re going. So, start somewhere. Start with something.
One / zero. To be the one or to feel whole? So much meaning in what seems to have no value. One is the start, what comes after nothingness. Zero is infinitely balanced, a blank slate. Oneness makes you feel whole. And being at zero makes you feel free. Yet, my favorite number is three.
Vol 4/2023
6–7
Gut feeling Latin network GUT blew away all other top contenders at the last Cannes Lions by taking best agency, best independent agency and best independent network of the year. Then the founders sold a controlling stake to a major client … that’s quite a 12 months. We talk with Joaquin (‘Joaco’ to his friends) Cubria: he is a CCO (of Buenos Aires office) and a Partner within the overall business.
Lürzer’s Archive
© Chini Bolsón Vol 4/2023
10–11
Print [20–123] Ajinomoto Agency Cappuccino | IPG DXTRA, São Paulo Creative Direction Cassio Guiot, Cacá Passos, Vitor Elman
Lürzer’s Archive
Art Direction Cacá Passos, Caroline Cravo Copywriter Cassio Guiot, Polianna Lima Illustrator Heitor Amatsu Digital Artist Cacá Passos
Vol 4/2023
18–19
BEVERAGES, NON-ALCOHOLIC
CAFÉ DE COLOMBIA Campaign
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency Mass Digital, Bogotá Creative Direction David Patiño, Miguel Leal Art Direction Pablo Camacho, David Patiño, Jhon Garzón
Copywriter Miguel Leal, Nicolas Clavijo, Gabriela Vivas
BUENCAFÉ Campaign
Agency C.J. Martins, Manizales, Colombia Creative Direction Mario Betancur, Cristian Peláez Art Direction Santiago Martínez, Jorge Beltran
See more of the campaign at luerzersarchive.com
Vol 4/2023
Copywriter Luisa Maria Mejia Illustrator Karen Gallego Digital Artist Karen Gallego
36–37
FOOD
Lürzer’s Archive
BURGER KING COLOMBIA Campaign
Agency Proximity BBDO, Bogotá Creative Direction Gina Lee, Emerson Yepes Garcia Art Direction Juan David Alonso, Leonardo Gutierrez
Copywriter Emerson Yepes Garcia, Daniela Ruiz Illustrator Laura Camelo, Lady Murcia
MCDONALD’S CANADA Campaign
Agency Cossette, Montreal Creative Direction Jason Hill, Alexandre Gadoua, Cedric Audet
See more of the campaign at luerzersarchive.com
Vol 4/2023
Art Direction Lisa Chen-Wing, Alexandre Jutras, Sébastien Robillard Copywriter Cedric Audet
48–49
MISCELLANEOUS
JFK PRESIDENTIAL LIBRARY & MUSEUM Campaign
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency Troup, Chicago Creative Direction Matt Dimmer, Chris Sadlier, David Whaite
PHARMACEUTICALS + OTC
CSL VIFOR Campaign
Agency Cherry, London Creative Direction Kieran Delaney Art Direction Kieran Delaney Copywriter Michael McGowran, Serkan Yaman
See more of the campaign at luerzersarchive.com
Vol 4/2023
Illustrator Dawid Planeta Typographer Graeme Garden Digital Artist Dawid Planeta
66–67
RETAILERS
MINUTOCORP Campaign for a shopping center.
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency BBDO Ecuador, Guayaquil Creative Direction Carlos Vergara, Ernesto Ravelo Art Direction Diego Espinoza Copywriter Renato del Salto Illustrator
JUMBO COLOMBIA Campaign
Agency The Juju Colombia, Bogotá Creative Direction Andres Norato, Kevin Vasquez
See more of the campaign at luerzersarchive.com
Vol 4/2023
Art Direction Juan Espitia, Ivan Gutierrez Copywriter Leonardo Valencia, Nathalia Gonzalez
88–89
Film [126–133] Client Nike Agency Wieden + Kennedy, Shanghai Creative Direction Zhong How, Ruby Li
Art Direction Alex Litovka, Edmund Chang Copywriter Pat Cholavit Director Henry Scholfield Production Hamlet Vol 4/2023
124–125
We believe the best work needs the best judging. cresta-awards.com
Celebrating creativity 1993 – 2023
Lürzer’s Archive Special Report
FOOD+ DRINK23 23 Can we escape red and yellow?
STANLEYSPOST.COM
@STANLEYS_POST
FOOD + DRINK SPECIAL
For our second survey of trends and tastes in Food+Drink communication, we have focused on color.
The spectrum of taste
We invited a diverse group of creatives, all of whom have expertise in advertising food and drink, to reflect on the role of color in the field and to speculate on trends that might be affecting it. This is an area of specialism that combines strong traditions and restrictions with, also, vibrant and sometimes provocative short-term trends. For example, who now believes in “digital lavender” as a must-have in making food and drink attractive? Some industry pundits put their names behind that still largely invisible hue as a hot choice for 2023 … but it seems to have passed us by. However, none of our experts put their reputation there, we hasten to add. Instead, we will be feeding you a wide range of insightful and speculative observations while juxtaposing them with the hard evidence of the more outstanding food and drink ads of recent years drawn from Lürzer’s Archive. We suspect trend forecasting has a stronger, and a more scientifically-based, part to play around food and drink than in many sectors. There are clearly some very consistent values – all that red and yellow used around fast food, for example, which our experts will touch on in various ways over the coming pages. And yet there is also endless space for delightful innovation where almost any color can find its way, depending on the content and creativity around the brand and its underlying product truth.
Image: Sancho BBDO, Bogotá, L[A] 5/2019, full ad on page 174.
It is clear the rules are for bending and sometimes breaking … but understand the game before you do.
Vol 4/2023
142–143
Laura Petruccelli Co-Founder / Chief Creative Officer nice&frank, San Francisco 1
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Color can’t be observed as a stand-alone element when it comes to bringing food to life now that we mostly consume it through screens. You just have to look at the insane increase in TikTok trends around food and drinks to see that it’s the magical combination of color, sound, texture, and movement that gives personality to the way food shows up in people’s lives. There are 13 billion ASMR styled ‘oddly satisfying’ videos uploaded online right now. This tells us we have to think of color as part of a collection of things that make something appealing or engaging enough for people to care. Especially since most of the F&B brands that see success do so when they hand over the tools for people to create their own content.
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1 L[A] 2/2022, Ogilvy & Mather, Chicago 2 L[A] 2/2022, BETC Etoile Rouge, Paris 3 L[A] 2/2022, MetaDesign, Sydney 4 L[A] 2/2022, GUT, Miami 5 L[A] 2/2022, Leo Burnett, London 6 L[A] 3/2022, Brainsonic, Paris 7 L[A] 2/2015, Fluid, Bountiful, Utah 8 L[A] 1/2022, TBWA, Paris
Lürzer’s Archive
The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
FOOD + DRINK SPECIAL 4
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Vol 4/2023
144–145
PHOTOGRAPHY MOTION CGI
STEVE HANSEN VISUALS
425 445 2434 steve@stevehansenvisuals.com
Backdrop [188–194] Gottfried Helnwein Albertina Museum, Vienna
Vol 4/2023
Sleep 16, 2008, Oil and acrylic on canvas, 110 × 150 cm © Gottfried Helnwein / Bildrecht Vienna, 2023
186–187
CLASSICS Our revisit of fashion and automotive ads from Lürzer’s Archive 1998, 25 years ago.
Lürzer’s Archive
Top: Client Diesel Ad Agency DLKW Lowe, London Art Direction Gary Anderson Copywriter Tony Miller
Bottom: Client Kookai Ad Agency CLM BBDO, Paris Art Direction Christhophe Dru
Copywriter Fréderic Temin, Guillaume De La Croix Photographer Les Guzman
Top: Client Benelli Ad Agency Wieden + Kennedy, Amsterdam
Art Direction Bertrand Fleuret Copywriter Lorenzo de Rita Photographer Ralf Schmerberg
Bottom: Client VW Volkswagen Ad Agency DDB, London Art Direction Richard Flintham
Vol 4/2023
Copywriter Andy McLeod Photographer Richard Flintham, Andy McLeod, Neil Cummings, Marysia Lewandowska
188–189