Lucas Ribeiro and Alexandre Kazuo, Associate Creative Directors at McCann New York, launched their book “Princípio. 128 princípios para quem quer se tornar um criativo em agência de publicidade. (Principle. 128 Principles for Those Who Want to Become a Creative in an Advertising Agency).”
Geared toward advertising students, the work aims to address the fears of those who are just starting out in an agency. The foreword is written by Andrea Siqueira, ECD of FCB Chicago, and the person responsible for bringing the duo together. The introduction letter is from André Kassu, partner and CCO of CP+B, the last agency where the creatives worked in Brazil.
“Throughout these years of our careers, we’ve interviewed, led, advised, and taught many young individuals. We’ve noticed that many doubts are common to all. That’s where the idea of gathering all our tips, philosophies, and advice to help beginners came from,” notes Kazuo.
“The beginning is challenging because that’s where doubts, insecurities, and fears reside. However, this phase is also important because it holds numerous possibilities that only a blank page (or a Photoshop file) can offer,” reflects Ribeiro.
The book will be available for purchase in print version on various marketplaces and bookstores across Brazil, and will also have a digital version on Kindle.
In addition, the duo also distributed around 100 units for the social projects Escola Rua and Projeto Soma, in Brazil.
Source: Lucas Ribeiro and Alex Kazuo