We believe in building strong, lasting brands through creativity.
The phrase “It is very simple to be happy, but it is very difficult to be simple”, by the Indian writer Rabindranath Tagore, fits perfectly to measure the challenge of simplicity in advertising. “Being disruptive and creative is simple, but it is very difficult to be simple in the complex communication scenario that we navigate daily”, says Marcia Esteves, CEO and partner of Lew’Lara\TBWA. This includes the transformations caused by artificial intelligence and influencer marketing. What does not change, however, is the belief “in building strong and lasting brands through creativity”, says Marcia. The executive recalls the profusion of talents and the unique model of the Brazilian market, a mix of media and creation, which helped position Brazil among the most creative countries in the world.
‘No ad’, for Pague Menos, won Gold and Silver in Media at Cannes Lions 2024. What is the message left by this work?
Once again, we arrived at Cannes and won awards with incredible projects for major Brazilian brands. Pague Menos is a brand that was born in Ceará. Today, it has a national presence and is dedicated to providing healthcare access for all Brazilians. This idea, the ‘No ad’ project, was born from a very powerful insight, but above all, from a need for people who need to guarantee precious seconds that can save lives in emergency situations. It is an honor, a privilege and an immense pride to win two Lions, one Gold and one Silver, for such an incredible project and for such an extraordinary brand, especially since it is 100% Brazilian.
What messages are left for advertising?
This year, the Cannes Lions festival gave great recognition to the simplicity of ideas and those that generated business results and growth. And we, here at Lew’Lara\TBWA, believe in this: in building strong and lasting brands through creativity. In an increasingly complex world, we increasingly need to seek out simple, easy-to-understand and high-impact ideas. And simplicity is an increasingly greater challenge. Rabindranath Tagore’s phrase fits perfectly with the moment we are facing in communication: “It is very simple to be happy, but it is very difficult to be simple.” Being disruptive and creative is simple, but it is very difficult to be simple in the complex communication scenario that we navigate daily.
How should artificial intelligence (AI) advance in advertising?
Communication is intrinsic to society, and we will evolve as technology transforms the way society lives, relates, consumes and communicates. Our role is to always keep up and learn, adapting whatever is necessary so that we can creatively place brands in people’s lives. At Cannes Lions 2024, AI was treated as a transformation as big and relevant as the smartphone was in the 2010s. An unprecedented change that will change many dynamics. It is up to us, in the field of communication, to regulate, determine ethical and legal limits for its use, and ensure that it is used in the best way. I do not believe it will replace humans and especially creativity. But it can be a very useful tool in our routine and operations.
Read the full report in the printed edition on September 16th.
