A Dose of Optimism: The Creative Edge in Advertising

As co-founder of L&C New York City, Cannes Lions’ 2025 Independent Agency of the year in the ‘For Good’ Track, Gian Carlo Lanfranco believes that optimism is more than just a personality trait, it’s a creative engine. Growing up in Lima, Peru, and working in markets like Singapore, Amsterdam, Paris, and New York City before starting the agency, he witnessed how Latin American creativity is infused with a strong dose of optimism – a force that has powered some of the world’s most iconic campaigns.

In advertising, optimism is what keeps an idea alive when it faces obstacles. It’s what allows us to reimagine, refine, and protect an idea until it reaches its fullest expression. That resilience – often invisible to outsiders – is a hallmark of Hispanic creatives everywhere and it shines in the work itself.

Here are some of my personal favourites from this year, each infused with a Latin American spark:

‘Caption with Intention’ not only won top honours at Cannes Lions but also an Academy Award. It’s an idea that revolutionises how movies are experienced by people with hearing disabilities, transforming the movie industry through simple design and innovation—with FCB’s Andrés Ordóñez at the centre, leading the global FCB team.

The always culturally relevant work by Mischief @ No Fixed Address, under the leadership of Bianca Guimarães, includes the clever and bold Molson Coors campaign ‘Case of Mondays.’ It proves that optimism thrives not just in the creative team but also in inspiring client leaders like Molson Coors’s Sofía Colucci.

​Droga5’s latest Xbox campaign, ‘Wake Up,’ is an iconic piece where the craft and entertainment capture your attention until it delivers the final message. It was not only directed by the great David Fincher, but also shaped by Giancarlo Rodas, ECD, whose sharp eye for art direction.

And to add one from L&C: the ‘1837 Tiffany Blue Conservation Campaign’ for Tiffany & Co., featuring simple yet powerful design elements that leverage the iconic color, led by our ECD Bruno Franchino and enriched by the fresh perspective of our new creative writer Juliana Laborde, making her debut with an iconic brand.

Behind many of the most celebrated campaigns, not only in the US but globally, you’ll often find a Hispanic creative spirit at work—bringing optimism, resilience, and a relentless drive to make ideas reach their best expression. This Hispanic Heritage Month, it’s worth recognising that optimism isn’t just a mindset. It’s the hidden ingredient in some of the best advertising being made today. Thank you for inspiring us, to all those listed here, and many more.”