One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Anselmo Ramos...
Introduce your agency.
DAVID is a first-name basis agency obsessed with “firsts.” We love to do things that haven’t been done before. We work with brands and clients who are truly passionate about doing great work. We believe every brief is an opportunity to do a “first.” We’re always looking for “firsters” to join our team. A firster is someone who hates seconds and has a natural passion for the new. DAVID has more than 100 firsters in Sao Paulo, Buenos Aires, and Miami.
What are you currently working on?
We’re working on several projects, but we can’t talk about them yet. Recently we launched the Proud Whopper during Gay Pride week in San Francisco. People would buy it without knowing what’s the difference. They would open it and read the message written inside the rainbow wrapper: We are all the same inside. This limited time offer provoked a lot of spontaneous reactions, both pro and con to the idea. And the client was brave enough to include both in the final film. We love when our ideas become part of the popular culture. Just yesterday I saw a 9gag post with a clip of the Proud Whopper film to show how people felt about the iPhone6: “Same shit!”.
What work are you most proud of?
Dove’s Real Beauty Sketches. It was a dream project. The ambition of doing something outstanding was there from the very beginning, both from client and agency. Dove has been consistent with its brand positioning for years. We had a one-line brief: make women feel better about themselves. The execution was flawless. And the results were incredible: women everywhere loved it. I think we made women rethink the way they see themselves. It was the perfect storm. A lot of clients are still asking for a “Sketches.” But it’s not easy. It’s impossible to guarantee a result like this. We just wanted to conduct a social experiment. We had no idea if it would work. We were just excited because we were doing something that hadn't been done before.
What work from our Archive makes you think ‘I wish I’d done that’?
The BlackCurrant Tango commercial. Great writing, great acting, great music. It holds your attention all the way through during a minute and a half. It’s the best example of crescendo ever. I feel like drinking a BCT right now.
What’s the best advice you’ve received during your career?
The best piece of advice I’ve received was from David Ogilvy himself. It was in 2007, right after I had joined Ogilvy&Mather Sao Paulo as the CCO. David said that we should be “Divine Discontent” with the work. That means being eternally unhappy with the ideas. To wake up every day and be dissatisfied with the brief, the planning, the idea, the presentation, the production, everything. The work can’t be just good, it needs to be really, really, really, really good. Since then, I’ve become happily discontent with everything. Like this answer, for instance, could have been better.