Publicación de Juan Luis Fernández Toledo

Aquí parte del gran equipo que nos hizo revalidar como Agencia del Año en el Festival Cúspide 2024. Agradecemos a todos por su pasión por crear y a nuestros clientes por apostar al poder de la creatividad.

Our hair is history. Our hair is power. #GoodAdsMatter In Puerto Rico, Afro-descendant heritage is gaining recognition amid ongoing hair discrimination battles over ethnic hairstyles. Mizani, a L’Oreal brand specialising in textured hair care, launched a campaign celebrating ancestral hairstyles, spotlighting their cultural significance. During the time of colonisation, braids were not just hairstyles; they were freedom maps. Mizani's campaign recreates these historical braids, honouring Black History and empowering Puerto Rico's Afro-descendant community. Portraits feature women flaunting historically accurate braids as intricate escape routes, showcasing craftsmanship that symbolises cultural resilience. From billboards near salons to social media and newspapers, Mizani's message is clear: these braids are not just hairstyles, they are witnesses of histories weaving an intricate tapestry of rich stories. 𝗝𝗼𝗶𝗻 𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗼𝗳 𝟰𝟬𝟬𝗸+ 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴/𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗲𝗻𝘁𝗵𝘂𝘀𝗶𝗮𝘀𝘁𝘀 𝗮𝗻𝗱 𝗹𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗰𝗿𝗮𝗳𝘁𝗲𝗱! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝗼𝘂𝗿 𝟭𝟬𝟬% 𝗳𝗿𝗲𝗲, 𝗵𝗮𝗻𝗱𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗺𝗼𝗻𝘁𝗵𝗹𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗵𝗲𝗿𝗲- https://lnkd.in/dg3JEGpK Country: Puerto Rico Year: 2024 Brand: L'Oréal Agency: DDB Latina Puerto Rico Chief Creative Officer: Enrique (Kike) Renta Creative Directors: Mauricio Cortés & Juan Luis Fernández Toledo Copywriter: Frances Guzman Lluberes Art Directors: Liliana Peña Parrales & Hernando Torres Designer: Andres Mazuera 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 Good Ads Matter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 Purpose Studios. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 𝗳𝗼𝗿 𝗶𝗻𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆! –––––––––––––––––––––––––––––––––––––––––––––––––– Good Ads Matter 𝗶𝘀 𝗮𝗻 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝟭% 𝗰𝗹𝘂𝗯 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗶𝗻𝗴𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝗰𝗿𝗼𝘀𝘀 𝘁𝗵𝗲 𝗴𝗹𝗼𝗯𝗲 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗚𝗼𝗼𝗱 𝗔𝗱𝘀 𝗮𝗻𝗱 𝗔𝗱 𝗠𝗮𝗸𝗲𝗿𝘀 𝗮𝗹𝗶𝗸𝗲! 𝗩𝗶𝘀𝗶𝘁 𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗵𝗲𝗿𝗲 - https://lnkd.in/dtrkzyaa

Our Integrated Best of the Week: DDB Latina Puerto Rico, Guaynabo for L'Oréal Caribe Celebrating the legacy of braided hair for the Afro-descended Puerto Rican community, the L’Oréal Caribe Mizani campaign highlights the ongoing fight against hair discrimination. In the lead-up to a crucial vote on a bill to ban hair discrimination, the campaign features braided hairstyles inspired by traditional patterns depicting maps to freedom. Check out the best of the week for Film and Classic: https://lnkd.in/e2y9B6uV Credits Creative Director: Mauricio Cortés, Enrique (Kike) Renta, Juan Luis Fernández Toledo Art Director: Mauricio Cortés, Liliana Peña Parrales, Hernando Torres Copywriter: Enrique (Kike) Renta, Frances Guzman Lluberes Photographer: Owen Acevedo #LurzersArchive #Advertising 

¡Llegó el León! ¡Llegó el ORO! Nuestra campaña “Braided History” para Mizani ganó Oro en “Print and Publishing” durante el Festival Cannes Lions. Un inmenso agradecimiento y felicitaciones a todo el equipo de DDB Latina, Mizani y Loreal Caribe por este gran logro, por hacer historia. 🏆