An interview with Iván Calle, VP Executive Creative Director of Zubi
Zubi was the Agency of the Year at Luum 2025 thanks to its campaign “Meet Icarus.” What does this recognition mean to your agency? Keep in mind that Luum is a global festival that promotes purposeful advertising.
For us, this is a recognition of hard work and a testament to our passion for making a difference. It’s a great opportunity to create change for the next generations, for their future, and it truly fulfills the agency’s soul.
The real reward goes beyond the awards; it’s knowing that our work has a meaningful impact on the world. And what could be better than that feeling?
We genuinely love doing this kind of work. We also love that our client, Cleo, has become more than just a client, it’s now a partnership, a friendship that allows us to collaborate closely – as one. And that’s a winning formula.
From Zubi’s point of view, what is the role of creativity in generating conversations that transcend commercial objectives and strive for social change?
Advertising has a very important voice in the world. In many countries, advertising helps shape culture and it influences people’s behavior. With that influence comes great responsibility.
Using that influence to make a positive impact isn’t just our expertise; it’s our duty. And being able to use it for a greater, purpose-driven cause is a privilege we never take for granted.
What lessons did you creative and strategic teams take away from Meet Icarus?
We’re bombarded every day with millions of messages, and we often become indifferent to the messages – we simply don’t listen. Our lifestyles are hooked to multiple screens, leaving us with no time or willingness to truly listen. We’ve grown immune.
To break through, we have to be disruptive, to show up differently, to be unexpected. Our approach was to use an unexpected “voice” one that didn’t speak with words, but whose life was the message; a baby. That made people stop, focus, and finally, truly listen.
Zubi has a strong track record of connecting brands with the Latino community in the US. How did that cultural sensitivity influence this campaign?
We are experts in the US’s multicultural markets, but that’s not our only focus. This particular campaign was designed for the general market. It was meant for everyone, including multicultural audiences.
The message wasn’t about one community’s issue, but rather a universal issue. We all have the power to make a difference, in our own way and from within our own bubble. The message applies to every human being, and that was our goal: to reach everyone.
How does Zubi envision the future of purpose-driven creativity in the North American advertising industry?
Nowadays, AI has all of us thinking about what the future holds. Brands especially are rethinking who they are and how they position themselves in this rapidly evolving world. Many are realizing that we need to put humans and humanity back at the center.
Being human means having purpose, and brands must also embrace that purpose. This is an opportunity to redefine what brands stand for. It’s no longer just about selling, it’s about standing for something meaningful, doing work that goes beyond the superficial, and hopefully making a greater impact on this place we call Earth.
CREDITS
Executive Creative Director: Ivan Calle
Group Creative Director: Jorge Jacome Cortes
Associate Creative Director: Francisco Losada
Senior Copywriter: Santiago Rivillas
Senior Art Director: Oliver Ehmig
Senior Copywriter: Camila Rocha
Senior Integrated Producer: Diego Colombo
Agency: Zubi
Client: The CLEO Institute, Yoca Arditi Rocha
Founder & Senior Advisor: Caroline Lewis
Production Company: Unicorn & Unicorns
Executive Producer: Adrianne McCurrach
Executive Producer: Jenny Gobel
Director/Creative Lead: Sun Komen
Head of Production: Katherine Johnson
Post Production: Indiehouse
Post Executive Producer: Roger Dominguez
Post Producers: Mael Bibi, Ana Leon
Editorial: Pablo Colella, Ricky De Oliveira
VFX: Rudel Reyes, Francisco Baca, Fede – Supernova
Color Correction: Justin Wright - Company 3
Color Correction Producer: Tatiana Torne - Company 3
Sound Design and Mix: Yamil Mijalovsky, Luis Gomez, Ben Warren
VO Talent: Brooke Finlayson