Beautiful Sunday

Every Sunday, during my morning coffee (or matcha), I’ll share three incredible, mesmerizing, and powerful ideas changing the world and culture. Some ideas will be ads or about advertising. Some may be about fashion. Others will be about design, art, illustrations, animations, motion, audio, movies, or any other idea worth sharing and discussing. You get the idea.

TL;DR
a. I will share 3 big ideas
b. Cause I care about ideas
c. And you will too, subscribe

Idea 1. Great vs Effective

Oatly is the new advertising rebel and underdog. Never following the norm, never doing what others in the same category or even other categories are doing. They are an amazing brand in terms of communication, but has Oatly fallen for the trap of doing pretty and edgy instead of effective and audience-centric marketing? Let me explain.

The campaign above has received mixed reviews. Online is a viral success. Ad lovers love it. Marketers love it. Agencies love it. In the streets, not so much; Parisians don’t care about English messages, less about a product not part of their diet. Data shows the people this message is supposed to convince are ignoring it because of the language. Others hate that it is taking the graffiti approach and making the city (and landscape) less attractive instead of the opposite.

Let’s discuss.

Idea 2. 25 places you need to visit in DF 😂

One of the best things you can do when you visit México is eat. Culture, tradition, craftsmanship, flavors, ingredients, and locals all combine at the table (or stand). Pujol, my favorite, should be the first stop if you only get one chance or a few days to explore the city’s culinary destinations. 

Idea 3. The role of brands (Anselmo’s Version)

Anselmo is the founder and creative mastermind behind GUT. Class dismissed.