Lu's idea portfolio
How my mind works
I have bad memory. Maybe it is not wise for me to admit it to possible recruiters or blast it on social media, but it’s true. Everybody has flaws, and terrible memory, is one of mine. But in life, there are certain experiences or anecdotes that are forever ingrained in the brain. Memories that shape us, represent us and act as soundbites of our lives. For me, it was a silly conversation with my mom on a random Roman night.
Why are tabloids, gossip and eavesdropping so popular? Because people love taking a peek into strangers’ lives.
Once, walking down the streets of Madrid, I peeped through the back of my eye an old couple who was looking and pointing in a specific direction. Of course, my natural instinct was to look at what these people were so interested in. To my disappointment, I couldn’t understand what exactly was worth pointing out in that direction. But it did strike up a thought… What if advertisers used that intrinsic curiosity that humans share to their favor?
The old saying goes: “Laughter is the best medicine.” However, whilst walking down the nature-filled parks of Copenhagen, listening to emotional music and having some therapeutic tears roll down my face, I started thinking: sometimes tears are the best medicine.
Crying is an expression of pure and undisturbed emotion. Whether it’s tears of joy, sadness or laughter; crying relieves, releases and soothes the soul. So if crying is such a natural, relatable and powerful human reaction, why not showcase it instead of trying to hide it?
Other than the extreme loss suffered in the pandemic, one of the most frustrating and demotivating consequences of Covid-19 was the seeming stillness of time and progress. Patience, especially in this day in age, is hard to develop. Because when speaking of patience, you are not only asking people to wait but you are asking them to wait without certainty if and when the waiting will stop. Uncertainty is the number one driver of fear, and with a fearsome society, chaos is set to unleash.
That is why in order to motivate citizens, the barriers between the government and the people need to be broken down. Citizens need to feel like they are understood and their time is being valued. They also need to see the other side of the coin: Waiting is difficult, but in the case of the pandemic it can save a life. The final message must be of authority but of empathy and hope. Showing citizens how all of today’s efforts will work to construct the tomorrow they want.
Denmark is known for its tranquil, clean and organized society, but don’t be fooled, on weekends they like to let loose. Especially the youth. And this can be reflected in the state of their streets.
Biking in the city of Copenhagen is as essential as water is to fish. Yes, you can walk, drive or go by public transport but it can be argued that if you don’t bike, you aren’t living the true Danish experience.
As a foreigner who is new to the Danish streets and to biking, I’ve noticed some similarities with the bike lanes of Copenhagen and the notorious videogame, Mario Kart.
While walking through a park in Copenhagen, I was admiring the beauty and diversity of the nature that surrounded me. Each tree was unique and told a different story. Just like all of us.
Deforestation is a serious problem that has been troubling humanity for centuries. So in order to move to a more sustainable and environmentally-responsible future, this problem must be tackled.
As I thought of the rich variety between the species of trees that embraced my presence, I thought of the story of life each one of them told. Old, young, robust, frail; of different colors, sizes and origins… All different, yet all important for our ecosystem to prosper.
If you live in Copenhagen, it’s impossible to miss the 7-eleven stores. Located at every corner of the city, 7-eleven has become a staple for Danish society. And in its name, lies its essence.
Just like a friend, partner or relative, it’s always there, no matter the time or the occasion. It is the partner in crime to people’s life stories. After a break up, on a chill hang out with friends, it will always be there for you.
Therefore, I thought that for their next campaign, they could play with that idea and show people how important they have been in their lives.
Nonetheless, I was determined to find my answer. So I searched my brain, running back all of the ads that had once graced my eyes, and I searched online, to see if further investigation would enlighten me. As I added more ads to my list, I realized that it was one of the first ads I saw that I could not get out of my mind. An ad that amazed me even before I knew I wanted to become an advertiser: The Quilmes ‘Benditos’ ad.
“Creativity is piercing the mundane to find the marvelous.”
– Bill Moyers