Creative became known for his catchphrases, such as “Think of yourself tomorrow, demand Orloff today”
Jaques Lewkowicz, Lew from Lew’Lara, has died at the age of 80 in São Paulo. Considered one of the greatest creatives in the advertising market, he had been away from the agency since 2013.
An architecture student, Jaques Lewkowicz embraced art direction and creation. Having worked for several agencies such as Caio and Salles, he was vice president of creation at Ogilvy for eight years and was a founding partner of SLBB alongside Samuel Swarcz, André Brett and Benjamin Steinbruch. In 1992, he founded Lew’Lara with Luiz Lara, which in 2007 became a partner of TBWA.
Among the various campaigns created by Lewkowicz, some became known for their slogans, such as “I am you tomorrow”, an offshoot of the concept “Think of yourself tomorrow, demand Orloff today”, for the brand in the 80s.
“Jaques leaves behind an enormous emotional legacy because, with his unique humor, he radiated an aura of anarchy and creative freedom that made all the difference in the careers of many advertising professionals, from all areas and from different generations. His ‘children’, as he used to say, are spreading their talent around the world, shining in different agencies, always with a positive memory of the privilege of working with Jaques Lewkowicz”, lamented Luiz Lara.
Jaques leaves behind his wife Cristina, his children Rodrigo and Juliana and three grandchildren. The wake will begin at 9:30 a.m. and the burial at 11 a.m. at the Butantã Jewish Cemetery, located at Avenida Engenheiro Heitor Antônio Eiras Garcia, 5,530, in São Paulo.
