Last Sunday, October 13th, the advertising market lost one of the greatest geniuses in Brazilian advertising, Washington Olivetto. His genius, irreverence and creativity left an unparalleled legacy. Several agencies paid tribute on social media, highlighting Olivetto’s impact on the sector and Brazilian culture. Below, we have gathered some of the most striking tributes.
WMcCann
WMcCann, the agency that Washington Olivetto founded as W/GGK, paid an emotional tribute to its creator. The agency expressed its sadness at the loss of the biggest name in Brazilian advertising, describing the farewell as an “irreparable loss”. In its message, WMcCann thanked Olivetto for its lasting impact on the market and popular culture, reinforcing that its memory will always be revered. “Thank you, Washington, for everything you meant, means, and will continue to mean to our entire market and our popular culture.”
Africa
With its characteristic irreverence, Africa recalled one of Olivetto’s most famous talents: his ability to transform even a rumor into a story capable of selling. “Without it, advertising wouldn’t even sell rumors,” highlighted the agency. A brief but powerful tribute.
Gallery
The Gallery highlighted that all advertisers, in Brazil and around the world, have dreamed of being like Washington Olivetto, praising his ability to create “popular, original, intelligent, irreverent, brilliant and Brazilian” advertising. A perfect description of the mark that Olivetto left in the sector.
VML
VML recalled how Olivetto elevated the name of Brazilian agencies at an international level, reflecting the impact he had on all spheres of advertising. “Thank you, Washington Olivetto”, thanked the agency, in a simple and respectful farewell.
Publicis
Publicis shared a striking visual tribute with the word “Unique” highlighted. In a few words, the agency defined Olivetto’s legacy: “What a legacy. 🖤 RIP, W.” A concise message, but full of respect and admiration.
DPZ
DPZ, the agency where Washington Olivetto began his career and formed one of the most iconic creative duos with Francesc Petit, paid a detailed tribute. They remembered the three pieces of advice he gave: “have some talent, a little luck and work hard”. In addition to remembering Olivetto’s career at DPZ and his great achievements, the agency reinforced the affection and respect he always had for his mentors.
WE
WE highlighted Olivetto as a true hero of creativity and an idol for everyone. In his honor, the agency stated that “saudade became the longest campaign ever created by him”, highlighting the void that his absence left in the market.
Onzevinteum
With its characteristic good humor, Onzevinteum made a reference to the fact that all agencies should begin with “W/”, alluding to the name of Washington. The agency agreed with WMcCann, bringing lightness and homage in a fun message.
