Lurzers Archive Cover: How We Made the Best Ad of 2007

The Lurzers Archive cover below is one of the earliest pieces of my work to reach an international audience.

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The Lurzer’s Archive cover came out of the same Heinz campaign, appearing in Volume 2, 2007 of the publication known worldwide for Ads, TV and Posters.

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 Daniel Da Silva was the matte painter and spent months painting the final image. 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!

Frequently Asked Questions

What is Lurzer’s Archive?

Lurzer’s Archive is a long running publication covering advertising, television and poster work worldwide. It is one of the most respected references in the industry.

Which work appeared on the cover?

Mother and Child, the Heinz design showing a mother dragon feeding her baby dragon with Spicy Ketchup. It ran on the cover of Volume 2, 2007.

How was the artwork made?

It was created during my internship at Leo Burnett Brussels. Daniel Da Silva was the matte painter on it and spent months painting the final image. CGI tools were limited at the time, so much of the process was traditional technique and hand drawn research, which is part of why the result still means something to me.