In 2007, one of my early projects earned a remarkable honor—gracing the cover of Lürzer’s Archive, the go-to publication for Ads, TV, and Posters Worldwide. The cover, featured in Volume 2, 2007, showcased a campaign for Heinz that has become a defining moment in my career.
The Concept: Mother and Child
The featured image, titled Mother and Child, depicted a whimsical and heartfelt scene of a mother dragon feeding her baby dragon with Heinz Spicy Ketchup. The playful narrative and unique character designs captured the brand’s tone perfectly while delivering a humorous yet relatable story.
This idea was brought to life during my internship at Leo Burnett Brussels, where I collaborated with Daniel Da Silva. It was a hands-on process, from concept sketches to final execution. At a time when CGI tools were limited, much of the design process involved traditional techniques and hand-drawn research, making this achievement even more special.
The Recognition
The campaign didn’t just win the hearts of audiences—it won a Cannes Silver Lion and became a global sensation, earning the prestigious spot on Lürzer’s Archive cover. For a young creative at the beginning of my journey, this was an unforgettable milestone that cemented my belief in the power of creativity and storytelling in advertising.
Lessons Learned
While the accolades were incredible, this project also taught me about the industry’s challenges. Unfortunately, the work went uncredited due to a producer’s “oversight”, but it became an invaluable learning experience about advocating for your creative contributions.
Looking Back
Seeing my work on the cover of a publication as respected as Lürzer’s Archive was a surreal moment. It was a reminder of what’s possible when imagination and dedication come together. This experience shaped my approach to creativity and remains a source of inspiration as I continue to explore storytelling through commercials, films, and beyond.
What do you think makes an advertising campaign worthy of such recognition? I’d love to hear your thoughts in the comments!
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