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Into the Library with Joanna Monteiro


The CCO of Publicis Toronto speaks to LBB’s Josh Neufeldt about six pieces that shaped her career

Into the Library with Joanna Monteiro

'The Creative Library' is LBB’s exciting new launch. It’s been months - years, probably - in the making and we reckon our re-tooled archive will change the way you work, whether you’re a company looking to store and share your work, or a marketer or creative looking for new partners or inspiration for your latest project.

This isn’t a dusty old archive. It’s an easy-to-search, paywall-free library where all our members can store and share all of their reels and creative work.

To coincide, we launched regular feature called ‘Into the Library’ where we catch up with the industry’s most influential directors and creatives to talk about their career highlights, past and present. Think of it as a reel showcase with a big dollop of personality. We interview directors and top creatives about their favourite commercials and music videos from their catalogues to find out how these works shaped them.

Sharing her work today is none other than Publicis Toronto's CCO Joanna Monteiro. Having previously worked at the likes of DPZ, W/Brasil, Africa DDB, and FCB Brasil - where she held the roles of VP, creative director and CCO - she has won more than 200 international awards (41 Cannes Lions, including a Grand Prix in Mobile), and in 2014, was named 'Woman of the Year' by Advertising Age, 'The Number 1 Creative Woman in the World' by Business Insider, 'Top 5 Most Awarded Creative Directors in the World' by the Big Won Report, and was the only Brazilian in the 'Creativity 50' from Ad Age. She has also served as president of the Mobile category at Cannes, and twice the president of D&AD in the New Media and Innovation categories. She is part of the D&AD advisory board in London, and serves as a jury member in all the top-tier creative festivals around the world. 

To showcase some of the most significant pieces of her continent-spanning career, Joanna sat down with LBB's Josh Neufeldt, exploring the fun, the heartfelt, and everything in between. 

Visa/TIFF - That Fiction

I love this spot because I could see people laughing and applauding at the Tiff Festival’s movie theatre. It was so good to be able to see and feel the reaction of the audience! 

Michael Downing has done some amazing work for us. His talent to cast people is impressive, the humour always has the right tone, and his timing is perfect. I can’t wait to see the next Visa commercial at Tiff. 

CCSP - The Unknown

I love this spot because it’s about what we do - the creative work, the insight, told in a beautiful and delicate way. Manu started as an art director, and an amazing one at that. So, I find it wonderful to know that he’s become such an excellent director - someone who I can absolutely call one of my favourites. The way he finds different angles and new ways of looking at moments already explored before amazes me. He’s a real craft guy, and I love that. 

Club Social - Goat

I love this commercial because it’s pure entertainment, but also, from watching, people get the vibe, the story, and the spirit of the brand. I’ve worked a lot with Carlão, especially for commercials that need the right dose of humour. ‘Goat’ is one of them. The commercial was such a success that it was re-shot in many other countries, like Italy and Russia. 

Carlão also started his own production company two years ago, called Surreal, with focus on ESG. Together with LOBO, they operate in and out of New York. 

Canadian Tire - Spring Again

I can say that this was the best spot we have done for Canadian Tire (so far). I really like the way we tell the story here. It’s about a real Canadian feeling that resonates deeply with the consumers. It’s beautiful work with amazing light, and of course, the perfect music. 

Club Social - Penguin

I love Mariana as a director. We’ve worked together for many clients. In this commercial, specifically, she worked in partnership with another great director, Fernando Nobre, and the result was great! I really like the way the story gets told. The light, the acting, the way the penguin was made - from the model to the texture to the fur - it was all really well done.

SKY - Bar

This is one of my favourite commercials from SKY’s campaign, which ran for more than eight years. It’s a really bold production, but given that the brand sells entertainment, I wanted to make sure the commercial was pure entertainment as well. 

The director, ‘2’, actually refers to a team of two very talented directors, João and Pedro, with whom I had the opportunity to make a lot of great commercials. They really achieve amazing shots, which are quite often super cinematic.

view more - Into the Library
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Publicis Canada, Thu, 04 May 2023 15:03:31 GMT