Strive For a Positive Impact: LOLA MullenLowe Madird

Tomas Ostiglia
Executive Creative Director LOLA MullenLowe Madrid
 

Tell us about yourself and what you do.

I am a creative by profession but I also try to be a creative in my daily life, even if it can be more difficult. I am passionate about ideas, art and talented people.

 

How has the shift towards more responsible or politically correct advertising impacted your work?

This shift has had a positive impact for sure. All trends push you to look for different ways to create and communicate. 

 

Can you give some examples of clients that have adopted a responsible approach but remained and how they’ve used creative to help further their message?

Magnum ice cream is a great example. The campaign “Be true to your pleasure” featured real drag Queens who proudly live thier true pleasure. This approach proves that big brands with influence can walk hand in hand with what is happening in society, and in this case the tendency to celebrate diversity, and at the same time, take risks.

 

 

Do you believe this helps the audience develop a deeper bond with their audience? Might taking a stance on social/political issues also turn away some potential customers?

Are there any specific causes your agency as a whole or you yourself hold near and dear? If so, tell us about them.

We definitely feel strongly about diversity in all its forms. We know that creativity is best when it comes from a wide variety of people and places. We always strive for ideas that weave themselves into culture and to truly understand culture you need to be open. 

 

As we move towards more socially conscious advertising, are there any campaigns from the past that you think simply wouldn’t be able to get made today?

I´d rather not mention any specifically but here have been a lot of campaigns in the past that shamelessly display sexist behavior and values that in today´s world (thankfully) would not even make to a client presentation.

 

Is there a specific campaign for a good cause you worked on that you’re most proud of? Or a favorite campaign from another agency.

I loved this old campaign against cigarette smoking that had the line “Don’t pass the gas” from the brand AFN Sports and the Ad council. At LOLA MullenLowe we recently created a campaign for testicular cancer awareness that sued an infamous moment in a European soccer match to encourage men to self-examine.