“Optimism Is Our Fuel”: Reflecting on Three Years of Creative Consistency with L&C

Rolando and Gian> We have always admired agencies where creativity was the central focus, companies in which looking for the best idea to solve a client problem was the main priority. And this idea could come from anyone, the super experienced creative, the not so experienced one, or the account executive. And that’s the beauty of it; you can’t choose to have a good idea, ideas choose you. We had the chance to work and learn from agencies with great creative cultures before starting ours. So, when L&C was born, our objective was to create one of the most creative companies in the world. Placing creativity at the centre of everything we do and dedicating our team’s energy to finding the best ideas to solve a client’s business challenge. Sometimes these ideas take the shape of product innovations, partnerships, simple posters, films, etc.

Cannes Lions celebrates the most inspiring creative and effective ideas in our industry, not only from one region of the world, but from all over the world, so being able to have L&C winning Lions three years in a row, with three different brands, is an honour and a testament to our commitment as a company to pursue the best ideas to solve our client’s business problems.

Rolando and Gian> L&C is an independent creative agency that punches above its weight, we are a challenger brand. We can't compete with bigger agency players in capabilities, like media, shopper marketing, measuring tools, etc., but we can compete in creating strategic creative ideas that solve problems for clients and that’s what we do best. We do this with love for our work, humility and a lot of optimism. So having L&C winning top honours at Cannes Lions with global brands like Dole, AB InBev and PetPace not only fills us with pride, but it also opens doors for new clients to get to know us and showcases the quality of work we are able to do on the biggest stage.

Rolando and Gian> From our HQ in New York City, and our production studio in Lima, Peru, we are now doing work for a variety of global clients based all over the world, in San Francisco, New York City, Singapore, Amsterdam, Colombia, Mexico and Peru. Before starting L&C, we both worked as a creative team in several markets like our hometown Peru, Singapore, Amsterdam, Paris and New York City, so it was our aim to have L&C as a truly global independent agency. And this year we are solidifying this. We also have a truly multicultural team, with creatives coming from Argentina, Peru, Nashville, Guatemala, France, Brazil, Italy and New York City.

Rolando and Gian> Consistency is the only way to keep creative excellence and to build brands in time. There are no shortcuts, you need to work hard, love what you do and bring to your clients fresh thinking. Don’t be afraid to bring ideas that might push your clients out of their comfort zone. That’s why we are here, to make their brands unique and relevant. If the idea you create for a brand is easily ignorable then you didn’t do your job well. Consistency is about coming back to your client partner with something better than the day before, and doing it again and again.

We’ve managed to win Lions for Dole in three consecutive years, winning a coveted Effectiveness Lion this year for the brand. Plus, two years in a row for our client AB InBev, and six Lions this year for our client PetPace. Our clients are extremely happy with these results.

Rolando and Gian> The beauty of this idea is that it is based on the observation that dogs can sense earthquakes before they occur. Growing up in Peru, one of the most seismic areas in the world, as it is located in the Pacific Ring of Fire, we always knew that dogs would behave differently before an earthquake. So, once we started seeing studies that showed that dog’s behaviours could be predictors of these natural disasters, we decided to take the data from dogs using PetPace's advanced technology from their smart collars, and turn them into a warning system. Taking something that seemed like an urban myth to a real action, while leveraging what's unique from our client’s products, the data they collect from dogs. It sounds complex but is a really simple idea and we think that’s what is ultimately difficult to achieve in our industry, creating ideas that can be complex but expressed simply and with true relevance to the product.

Rolando and Gian> With Dole’s Piñatex, we gave a second life to discarded pineapple leaves, turning them into vegan leather via a partnership with Ananas Anam, thereby lowering Dole’s impact on the environment and creating a new business model for them. With Nativa Meter for AB InBev, we gave a second use for a beer bottle, turning them into rain gauges that farmers in South America need and don’t have access to because of their high prices. With Animal Alerts for PetPace, we used dogs behavioural data to create an early warning system for earthquakes.

What they all have in common is that they are creative solutions that solve real business problems for brands. They are not an ad, these are ideas that go beyond traditional advertising. Yes, we created ads to promote them, but the core of our work is that we create ideas that impact brands and businesses directly.

Rolando and Gian> L&C is a company that creates ideas that solve clients’ business problems. These ideas can be production innovations, new business models, sustainable solutions, and we then do campaigns to promote these ideas. We are creative thinkers and our main objective is to solve problems. For us, the canvas is always open, and we like to keep it that way.

Rolando and Gian> We’ll continue to do work we love, to solve our clients' problems and to always do it with dedication, love for creativity and a lot of optimism. As immigrants in the US, we have the opportunity to see things from different angles, and truly believe that anything is possible, that’s what sets us apart, and keeps us bringing innovative solutions to our clients. As corny as it may sound, we really feel like we’re living out the American Dream, and we think this striving and dedication is reflected in our work. Optimism is our fuel and, for us, it has no limits.