Ricardo Wolff on Creativity in Advertising: Make Space for Art

Ricardo> There aren’t many clear, timeless examples of German advertising but for me, one standout piece is the partnership between Heimat and DIY store, Hornbach. Back in my first or second year in Berlin, they did an activation as part of their campaign with the claim, ‘If you can imagine it, you can build it,’ which ties in with creativity. They provide customers with the tools and empower them to realise visions. In 2008, they did an activation called the House of Imagination, winning Germany's first integrated Lion in 2009. They rented a whole communist-era building, emptied it, and invited artists to create using artefacts from Hornbach, turning each room into a different imaginative experience. This activation blew the boundaries of advertising for me. Heimat and Hornbach consistently produce beautiful, crafted ads. Even if you don’t love the concept, you recognize it as Hornbach because it looks gorgeous. 

Ricardo> One of my mentors, [former co-chair of AlmapBBDO] Marcelo Serpa, who started his career in Germany, always said that Germany teaches you to be 'Plakativ' [German for strong and impactful] — you can say a lot with less and leverage great design. Moving from Brazil to Germany as a non-German-speaking copywriter, I had to communicate visually, and luckily, Germany has a heritage of Bauhaus, architecture, theatre, movies, and more. Berlin's post-war reconstruction and modern architecture, like the Reichstag dome and Frank Gehry's work, reflect this heritage while highlighting a positive sense of rebuilding and creative expression. Berlin has a unique ability to stimulate the senses and provoke thought.

Ricardo> By combining a strong message with artistry can create lasting impact. For example, the line ‘The loss of freedom is never obvious at first’ from our Reporters Without Borders campaign resonates deeply, because it becomes like a memorable song lyric. And adam&eveDDB’s suicide prevention spot for CALM (below) features the line ‘Suicide doesn't always look like suicide’ – something I always mention when the topic comes up – is another example of the staying power of an ad campaign. Powerful insights can make advertising timeless. Really, we have the power to shape society because we’re buying up the media space. And Italian photographer Oliviero Toscani said that advertising turns cities into open-air museums. Outdoor ads can impact people deeply so it's our responsibility to use this medium to its full potential.

  

            

Ricardo> It's tough. True change usually comes from independent groups and spaces and actually only makes up 1% of what we see. Bold work is rare but can be impactful. Dove’s ‘Beauty Sketches’ from Ogilvy were a leap of faith that succeeded because they dared to be different. The industry is hard — and creating original work is challenging, which is the very reason why the Titanium Lions were created. Groundbreaking campaigns like the BMW films or Droga5's 'Still Free' campaign for Ecko Unltd show the power of risk-taking. 

Ricardo> It’s so important for clients and agencies to be aligned, but not every job needs to push boundaries. When clients understand the value of creativity, they’re more willing to take risks. Cannes showcases this risk-taking and creativity. We once launched a vulva-shaped rocket for feminist NGO, Wer Braucht Feminismus?, for instance. The risk paid off, leading to media coverage and soaring interest in the charity. The sky's the limit for creativity, but it requires clients to trust and agencies to prepare them for any potential backlash. A lot of work feels very safe and doesn't connect with people, but when you can push the creative, it should resonate deeply. It's about finding the balance and knowing when to take those creative risks.

Ricardo> Focus on resilience. As Rocky Balboa once said, "It's not about how hard you hit, but how hard you can get hit and keep moving forward." Don’t give up on good ideas — come back with new arguments to defend them. We're in a time of huge generational contrasts. My job is to help young creatives communicate their unique perspectives and allow a true version of themselves to exist. We’ve built a strong program for young talent through D&AD, allowing them to express their raw creativity. Our multicultural agency constantly brings different worlds together, our Reporters Without Borders campaign was actually shot in Georgia due to local connections. Creativity thrives on diverse perspectives.

Ricardo> Purpose came directly from the brief. I measure a campaign's power by its relevance, craft, and originality, as per D&AD’s categorisation. This campaign addressed the pressing issue of press freedom, which is a cornerstone of democracy. The idea was unbreakable and the execution flawless. At Cannes, craft is crucial, and we wanted our message and craft to match the strength of the idea. Winning awards validated our efforts, showing that when you combine purpose with exceptional craft, anything is possible.

Ricardo> Creativity brings business. Doing meaningful work allows us to express personal values through an organisation's lens, like with the vulva spaceship project. If I can do that creatively and generate revenue, it's a win-win.

Ricardo> My goal is to create work I can proudly show my family and friends. Many people hate advertising, they think it's invasive and unnecessary, so I make it my mission to prove its value – maybe because it’s my career choice or maybe because I honestly believe in creativity serving products/services. I’m known by my colleagues for my encyclopaedic knowledge of the industry, always sharing good ads that evoke emotion with the team. Even my wife, the toughest juror of them all, who initially hated advertising, now appreciates good campaigns from time to time.