McCanners of New York: Lucas Ribeiro and Kazuo Kubo

Welcome to 'McCanners of New York', a series that delves into the lives of the talent behind McCann New York's greatest work. Featuring employees across departments and various roles, this series is an exploration of their personal stories, side-hustles, passions and the projects they cherish.

'McCanners of New York' offers a glimpse into the lives of these talented advertisers, showcasing both their professional and personal journeys.

Up today is Lucas Ribeiro and Kazuo Kubo, associate creative directors at the agency.

Q> Why did you decide to pursue a career in advertising?

Kazuo> Guess what? My first taste of the ad world was in the Brazilian army (totally different from the American one). I joined up, and thanks to my design skills, I became the go-to guy for their newspaper. The very next day after leaving the army, I landed in an ad agency.

Lucas> Medicine, engineering, law? It might sound funny, but during my high school years, I ended up choosing advertising because I didn't feel suited for anything else. However, since I enjoyed writing, a friend encouraged me to pursue advertising. From the start, I felt interested in the opportunity to work creatively, write, explore ideas, and discover new perspectives. It was love at first sight.

Q> Outside of work, do you have any personal interests or hobbies that you're particularly passionate about? Has this hobby/passion influenced your work in advertising at all? 

Kazuo> Now, here's a fun twist for a Brazilian-Japanese like me—I'm into ice hockey. I have been skating around for over a decade, hitting the ice three times a week. Oh, and at one point, I got the title of National Brazilian Team Captain (sounds fancy, right?)

Lucas> I’d say I am a voracious reader. It’s just so good to be surprised by the way people play with words. So, when I'm not working, I always have a book in my hands and restlessness in my head. And of course, being a copywriter, this directly influences my writing. I'm also fascinated by cinema, sports, and my little Frenchie named Chaplin.

Q> Can you share a project or campaign you've worked on that you're particularly proud of?

Lucas> Oh my goodness, talking about our projects is always so challenging, right? We end up developing a fondness for many things that bear our name. But one topic that consistently motivates me is the development of new talents. Last year, Kazuo and I wrote a book dedicated to young creatives from Brazil, titled 'Principles – 128 Principles for Becoming an Ad Agency Creative'. This book has played a crucial role in assisting and nurturing emerging talents in our industry, reshaping how they perceive and engage with advertising. It’s truly rewarding.

Kazuo> Besides our book, Lucas and I did this awesome project for Puma and Usain Bolt. We put all our craft and skills into it, building the whole thing from scratch. Holds a special place in my heart, that one.

Q> What advice would you give to someone aspiring to pursue a career in advertising, especially at a large agency like McCann?

Kazuo> They can check out our book. Just kidding. But seriously, my advice is to keep that same energy you had on day one in the agency. It gets tough, sure, but hard work does pay off.

Lucas> From my experience, I’d say that one of the biggest challenges in our industry is not just to come up with a good idea, but to do so after your best idea has been rejected. Therefore, we must persevere and never give up on an idea we believe in. Find a Plan B, C, D, E...

Q> What is your favourite area in NYC and why?

Kazuo> Living in New York City is a blast. Everything's so new that I can't pick just one favourite spot. Every day brings a new exciting place.

Lucas> New York is amazing because it never repeats itself. There's always a new go-to place to discover. Personally, I love Broadway shows. It's simply indescribable to see how talented those artists are.

Q> If you could recommend one hidden gem in NYC that not many people know about, what would it be?

Lucas> That's a trick question. Well, not that it's a hidden gem, but I love the frozen passion fruit margarita from Skinny's Cantina in Long Island City. Simply unmissable.