Unexpected Intros: Lorena Berges Cabrera
At DDB, we have a simple belief. That Unexpected Works. It means that the best idea is the one you never saw coming. The thing that catches you so off guard that you can‘t look away. And the only path to genuinely unexpected works is through creativity.
And in order to create awesome works, you need awesome people. Because you can’t make the unexpected if you only work with the usual suspects. In this Unexpected Intros series, we take a peek behind the curtain at some of the diverse thinkers that make up our network and validate Bill Bernbach’s notion that an idea can turn to dust or magic, depending on the talent that rubs against it.
1. Name, Title, Office
Lorena Berges Cabrera, ACD / copywriter, DDB Latina Puerto Rico.
2. Introduce yourself in three emojis.
Lorena> 🏝️🇵🇷🥘
3. What was your very first job?
Lorena> I first worked at a clothing store in San Juan.
4. How did you wind up in advertising?
Lorena> I had always been into art and writing. Then, a friend’s dad gave a presentation on advertising for career day at my high school; he presented some of Puerto Rico’s most iconic, funny, and interesting ads and case studies. Seeing that creativity could be a career was a true revelation for me. After that, I went on to study advertising & public relations at the University of Puerto Rico.
5. Piece of creative that inspires you?
Lorena> Many, but I will always regard the impact of Dove Real Beauty Sketches.
6. What are you currently reading, watching, and listening to?
Lorena> After a colleague recommended it, I started reading The Creative Act: A Way of Being, by Rick Rubin. I’m also a fan of the ‘This American Life’ podcast, which brings together real-life stories around a theme. On TV, cooking competitions are my guilty pleasure.
7. What’s a goal/hope/dream of yours?
Lorena> I hope to make work that helps put Puerto Rico’s local brands on a global map. It would be amazing if it came with a lion.
