Some advertising thoughts from a winemaker. Here is our interview with Luis Tauffer, Executive Creative Director at FP7 McCann.
Explain your job to your grandma in one sentence?
Actually, I will borrow this explanation from a real story involving a friend of mine who also works in the ad industry and his grandma. She was asking her 2 grandsons some questions about their jobs. My friend’s brother told her that he was a lawyer. She said “Alright, so you help people fight for their rights…” Then my friend told her that he worked in advertising. She said “So you are one of those guys who stands in front of the stores with a megaphone inviting people to get in and buy stuff…” That is a short explanation she would understand.
What is the best advice you have been given?
“Don’t listen to my advice just follow your gut feeling” (Sergio Valente, former president of DM9DDB Brazil).
What piece of work are you most proud of?
“More than a Sign” – a project executed in Russia that made headlines in the whole world, highlighting the issue of non-disabled drivers who ignore identification signs and take parking spaces reserved for people with disabilities.
What was the last advertising idea that made you really envious?
“Pass the Heinz” by David Miami / Sterling Cooper Draper Pryce.
What brand are you most loyal to?
Which character from a book or movie would make a great creative director?
Guido Orefice (La vita è bella).
Who is the most creative person you know?
My former team partner Eduardo Marques – now ECD at 180LA
What is the best and worst thing about the country you come from?
The best and the worst are the same – the Brazilian people. The country has one of the highest levels of corruption, violence, crime, and social inequality in the world. And we cannot keep blaming history or others for that. We should blame ourselves for not changing this situation.
But even living with all those serious issues, Brazilian people, somehow, manage to be happy – and I think this is the most important thing in life. That shows how resilient, positive (and creative) Brazilians are.
How timely do you find an award that celebrates the best ideas with Prize money, instead of statues?
There is a friend of mine, very cynical about award shows, who says: “I prefer a million than a lion”. I could not agree more. But what if we could get the glory of an award + some cash?