Promoting Company
New York, USA
26/08/2024
Originally Posted on LBBonline
Rolando Cordova and Gian Carlo Lanfranco, co-founders and CCOs of L&C, communicate to LBB’s Addison Capper about concerning the world setting they’ve constructed to foster three consecutive years of shopper and Cannes Lions success.
As inventive companions for some 16 years previous to launching their very own company, Rolando Cordova and Gian Carlo Lanfranco have been removed from wanting shiny gongs in recognition of their creativity. However profitable them on behalf L&C, the New York Metropolis and Lima based mostly indie company which they based, naturally hits a bit of completely different.
In reality, Gian and Rolo, as they’re recognized, are significantly happy with the truth that simply three years after formally being out there as an company, they’ve loved three consecutive years of success at Cannes Lions. First there was ‘Piñatex’ for Dole, which turned discarded pineapple leaves into vegan leather-based, which gained a Grand Prix in 2022 in Artistic Enterprise Transformation. For AB InBev, they used beer bottles to behave as rain gauges, an in any other case unaffordable, however crucial software for farmers. Lastly, this yr, L&C was recognised for work with PetPace, which utilised sensible canine collars to warn folks towards upcoming earthquakes.
To search out out extra concerning the pleasure of doing ‘work they love’, LBB’s Addison Capper spoke with Gian and Rolo.
LBB> Three years since beginning L&C in NYC, and three consecutive years profitable in Cannes Lions! Congrats! How does that really feel?
Rolando and Gian> We’ve got all the time admired companies the place creativity was the central focus, firms during which on the lookout for one of the best thought to unravel a shopper downside was the principle precedence. And this concept might come from anybody, the tremendous skilled inventive, the not so skilled one, or the account govt. And that’s the fantastic thing about it; you possibly can’t select to have a good suggestion, concepts select you. We had the possibility to work and be taught from companies with nice inventive cultures earlier than beginning ours. So, when L&C was born, our goal was to create one of the vital inventive firms on this planet. Putting creativity on the centre of all the things we do and dedicating our staff’s power to discovering one of the best concepts to unravel a shopper’s enterprise problem. Typically these concepts take the form of product improvements, partnerships, easy posters, movies, and many others.
Cannes Lions celebrates essentially the most inspiring inventive and efficient concepts in our business, not solely from one area of the world, however from everywhere in the world, so with the ability to have L&C profitable Lions three years in a row, with three completely different manufacturers, is an honour and a testomony to our dedication as an organization to pursue one of the best concepts to unravel our shopper’s enterprise issues.
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LBB> What impact do you are feeling profitable these Lions has had on the evolution and progress of L&C?
Rolando and Gian> L&C is an unbiased inventive company that punches above its weight, we’re a challenger model. We will’t compete with larger company gamers in capabilities, like media, shopper advertising and marketing, measuring instruments, and many others., however we are able to compete in creating strategic inventive concepts that remedy issues for shoppers and that’s what we do finest. We do that with love for our work, humility and plenty of optimism. So having L&C profitable prime honours at Cannes Lions with world manufacturers like Dole, AB InBev and PetPace not solely fills us with delight, nevertheless it additionally opens doorways for brand new shoppers to get to know us and showcases the standard of labor we’re capable of do on the most important stage.
LBB> Inform me a bit about that progress and evolution – how has the company modified within the final yr or so?
Rolando and Gian> From our HQ in New York Metropolis, and our manufacturing studio in Lima, Peru, we are actually doing work for a wide range of world shoppers based mostly everywhere in the world, in San Francisco, New York Metropolis, Singapore, Amsterdam, Colombia, Mexico and Peru. Earlier than beginning L&C, we each labored as a inventive staff in a number of markets like our hometown Peru, Singapore, Amsterdam, Paris and New York Metropolis, so it was our intention to have L&C as a very world unbiased company. And this yr we’re solidifying this. We even have a very multicultural staff, with creatives coming from Argentina, Peru, Nashville, Guatemala, France, Brazil, Italy and New York Metropolis.
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LBB> What are your ideas on how you retain up this sort of consistency?
Rolando and Gian> Consistency is the one method to hold inventive excellence and to construct manufacturers in time. There aren’t any shortcuts, you should work onerous, love what you do and produce to your shoppers recent pondering. Don’t be afraid to carry concepts that may push your shoppers out of their consolation zone. That’s why we’re right here, to make their manufacturers distinctive and related. If the thought you create for a model is well ignorable then you definitely didn’t do your job nicely. Consistency is about coming again to your shopper companion with one thing higher than the day earlier than, and doing it many times.
We’ve managed to win Lions for Dole in three consecutive years, profitable a coveted Effectiveness Lion this yr for the model. Plus, two years in a row for our shopper AB InBev, and 6 Lions this yr for our shopper PetPace. Our shoppers are extraordinarily pleased with these outcomes.
LBB> Inform me an anecdote and a few background about your newest Animal Alerts thought from PetPace. It gained 5 Cannes Lions this yr, together with Gold, Silvers and Bronzes!
Rolando and Gian> The great thing about this concept is that it’s based mostly on the commentary that canines can sense earthquakes earlier than they happen. Rising up in Peru, one of the vital seismic areas on this planet, as it’s positioned within the Pacific Ring of Fireplace, we all the time knew that canines would behave otherwise earlier than an earthquake. So, as soon as we began seeing research that confirmed that canine’s behaviours might be predictors of those pure disasters, we determined to take the info from canines utilizing PetPace’s superior expertise from their sensible collars, and switch them right into a warning system. Taking one thing that appeared like an city delusion to an actual motion, whereas leveraging what’s distinctive from our shopper’s merchandise, the info they acquire from canines. It sounds complicated however is a extremely easy thought and we expect that’s what’s in the end troublesome to realize in our business, creating concepts that may be complicated however expressed merely and with true relevance to the product.
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LBB> Do you see any traits in every of the items of profitable work? Or maybe one thing about how every of them is definitely distinctive?
Rolando and Gian> With Dole’s Piñatex, we gave a second life to discarded pineapple leaves, turning them into vegan leather-based by way of a partnership with Ananas Anam, thereby reducing Dole’s impression on the setting and creating a brand new enterprise mannequin 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 want and don’t have entry to due to their excessive costs. With Animal Alerts for PetPace, we used canines behavioural knowledge to create an early warning system for earthquakes.
What all of them have in widespread is that they’re inventive options that remedy actual enterprise issues for manufacturers. They don’t seem to be an advert, these are concepts that transcend conventional promoting. Sure, we created advertisements to advertise them, however the core of our work is that we create concepts that impression manufacturers and companies immediately.
LBB> What do you are feeling these three campaigns show on the subject of the qualities and abilities of L&C as an company?
Rolando and Gian> L&C is an organization that creates concepts that remedy shoppers’ enterprise issues. These concepts will be manufacturing improvements, new enterprise fashions, sustainable options, and we then do campaigns to advertise these concepts. We’re inventive thinkers and our principal goal is to unravel issues. For us, the canvas is all the time open, and we prefer to hold it that method.
LBB> With these newest Lions beneath your belt, what are your massive plans for the remainder of 2024?
Rolando and Gian> We’ll proceed to do work we love, to unravel our shoppers’ issues and to all the time do it with dedication, love for creativity and plenty of optimism. As immigrants within the US, we’ve got the chance to see issues from completely different angles, and actually consider that something is feasible, that’s what units us aside, and retains us bringing progressive options to our shoppers. As corny as it might sound, we actually really feel like we’re residing out the American Dream, and we expect this striving and dedication is mirrored in our work. Optimism is our gas and, for us, it has no limits.
