An interview with Iv\u00e1n Calle, VP Executive Creative Director of Zubi<\/p>\n
Zubi was the Agency of the Year at Luum 2025 thanks to its campaign <\/strong>\u201cMeet Icarus.\u201d What does this recognition mean to your agency? Keep in mind that Luum is a global festival that promotes purposeful advertising. <\/strong><\/p>\n For us, this is a recognition of hard work and a testament to our passion for making a difference. It\u2019s a great opportunity to create change for the next generations, for their future, and it truly fulfills the agency\u2019s soul.<\/strong><\/p>\n The real reward goes beyond the awards; it\u2019s knowing that our work has a meaningful impact on the world. And what could be better than that feeling?<\/p>\n We genuinely love doing this kind of work. We also love that our client, Cleo, has become more than just a client, it\u2019s now a partnership, a friendship that allows us to collaborate closely – as one. And that\u2019s a winning formula.<\/strong><\/p>\n From Zubi’s point of view, what is the role of creativity in generating conversations that transcend commercial objectives and strive for social change?<\/strong><\/p>\n Advertising has a very important voice in the world. In many countries, advertising helps shape culture and it influences people\u2019s behavior. With that influence comes great responsibility. <\/strong><\/p>\n Using that influence to make a positive impact isn\u2019t just our expertise; it\u2019s our duty. And being able to use it for a greater, purpose-driven cause is a privilege we never take for granted.<\/strong><\/p>\n What lessons did you creative and strategic teams take away from Meet Icarus<\/em>?<\/strong><\/p>\n We\u2019re bombarded every day with millions of messages, and we often become indifferent to the messages – we simply don\u2019t listen. Our lifestyles are hooked to multiple screens, leaving us with no time or willingness to truly listen. We\u2019ve grown immune.<\/p>\n To break through, we have to be disruptive<\/strong>, to show up differently, to be unexpected. Our approach was to use an unexpected \u201cvoice\u201d one that didn\u2019t speak with words, but whose life\u00a0was<\/em>\u00a0the message; a baby. That made people stop, focus, and finally, truly listen.<\/strong><\/p>\n Zubi has a strong track record of connecting brands with the Latino community in the US. How did that cultural sensitivity influence this campaign?<\/strong><\/p>\n We are experts in the US\u2019s multicultural markets, but that\u2019s not our only focus. This particular campaign was designed for the general market. It was meant for everyone, including multicultural audiences.<\/p>\n The message wasn\u2019t about one community\u2019s 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\u00a0everyone<\/em>.<\/p>\n How does Zubi envision the future of purpose-driven creativity in the North American advertising industry?<\/strong><\/p>\n 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<\/strong>.<\/p>\n Being human means having purpose, and brands must also embrace that purpose. This is an opportunity to redefine what brands stand for. It\u2019s no longer just about selling, it\u2019s about standing for something meaningful, doing work that goes beyond the superficial, and hopefully making a greater impact on this place we call Earth.<\/p>\n CREDITS<\/strong><\/p>\n Executive Creative Director: Ivan Calle<\/p>\n Group Creative Director: Jorge Jacome Cortes<\/p>\n Associate Creative Director: Francisco Losada<\/p>\n Senior Copywriter: Santiago Rivillas<\/p>\n Senior Art Director: Oliver Ehmig<\/p>\n Senior Copywriter: Camila Rocha<\/p>\n Senior Integrated Producer: Diego Colombo<\/p>\n Agency: Zubi<\/p>\n Client: The CLEO Institute, Yoca Arditi Rocha<\/p>\n Founder & Senior Advisor: Caroline Lewis<\/p>\n Production Company: Unicorn & Unicorns<\/p>\n Executive Producer: Adrianne McCurrach<\/p>\n Executive Producer: Jenny Gobel<\/p>\n Director\/Creative Lead: Sun Komen<\/p>\n Head of Production: Katherine Johnson<\/p>\n Post Production: Indiehouse<\/p>\n Post Executive Producer: Roger Dominguez<\/p>\n Post Producers: Mael Bibi, Ana Leon<\/p>\n Editorial: Pablo Colella, Ricky De Oliveira<\/p>\n VFX: Rudel Reyes, Francisco Baca, Fede \u2013 Supernova<\/p>\n Color Correction: Justin Wright -\u202fCompany 3<\/p>\n Color Correction Producer: Tatiana Torne -\u202fCompany 3<\/p>\n Sound Design and Mix: Yamil Mijalovsky, Luis Gomez, Ben Warren<\/p>\n VO Talent: Brooke Finlayson<\/p>\n","protected":false},"excerpt":{"rendered":" An interview with Iv\u00e1n Calle, VP Executive Creative Director of Zubi Zubi was the Agency of the Year at Luum 2025 thanks to its campaign \u201cMeet Icarus.\u201d 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<\/p>\n","protected":false},"author":1,"featured_media":15467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[466],"tags":[],"class_list":{"0":"post-18343","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-trends"},"yoast_head":"\n