5 Minutes with… Andre Sallowicz
We’ve been following AMV BBDO creative partner Andre Sallowicz and his work with interest at LBB. He was the creative lead behind the bonkers but brilliant ‘Gravy Race’ for SHEBA. The campaign has challenged some of the most famous cats on the internet to race each other to see who loves gravy the most. And just this week a new campaign dropped for the Mars Pet Nutrition brand showing the lengths cat parents will go for their furry friends.
Other recent work is the ‘Vow to Clean’ campaign for Essity’s paper towel brand Plenty, which celebrated one of the secrets to a happy marriage – keeping the house clean. As part of the campaign, the brand funded the weddings of couples who changed their wedding vows to commit to a lifetime of cleaning in front of their family and friends.
Earlier this year, Andre was ranked number 15 creative director in The Drum’s World Creative Rankings 2024, after Coors Light Chillboards won big at last year’s awards shows. He was a creative director in the campaign while working at adam&eveDDB. Creatively, Andre’s career highlights include a number of impressive campaigns, such as the much lauded ‘Don’t Spread the Hate’ spot for Marmite during his time at adam&eveDDB, the highly effective ‘Brewtroleum’ work for DB Export, and ‘The Child Replacement Programme’ for Pedigree while he was at Colenso BBDO.
Having worked on all of that, it was about time LBB’s Alex Reeves chatted to Andre about his background, career and outlook on creativity.
LBB> What was your upbringing like in Brazil and what sort of culture inspired and influenced you as a kid?
Andre> Growing up in Santos, a seaside city near São Paulo, was a stroke of luck. The vibrant beach culture brought together people from all walks of life, making my childhood in the ‘80s truly fantastic, despite the challenge of dealing with bullies. As a skinny kid, I quickly realised that creativity was my best defence. Those big bullies never knew what witty comeback I'd come up with next.
Transitioning into my teenage years in Brazil, I wasn't the most handsome guy, but I knew I could make up for it with a bit of creativity. It's why I ended up marrying a beautiful, intelligent woman. This perspective of using creativity as a tool to navigate life's challenges has shaped me into an optimist. Later on, I discovered that I could turn my creativity and optimism into more than just personal traits – I could make them my livelihood.
LBB> What motivated you to study design?
Andre> One weekend, I joined one of my best friends from Santos, the late Christiano Neves, who was studying graphic design at a prestigious university in São Paulo, for a tour. As we explored the city, he vividly described what it was like to live among the bustling energy of a big city and be surrounded by creative individuals. I was sold on the idea immediately.
LBB> How did you get into advertising?
Andre> The degree in graphic design provided me with the foundation to transition into the role of an art director. However, as a designer I soon realised that to fully expand upon some ideas, I needed to explore other mediums. It was during my internship at Seragini, a hybrid agency that melded design and advertising, that I began to flirt with the world of advertising. Once again, my good friend Christiano had made that transition before me, and he sold me on the idea of becoming an art director rather than a designer.
LBB> What were those first years in the São Paulo ad agency scene like? How did it shape you as a creative?
Andre> In the 2000s, ad agencies in Brazil were infamous for their harshness. With just five or six major agencies, competition for roles was intense, leading hopefuls to queue up for opportunities. Interns barely earned enough for lunch, enduring exhausting working hours. However, amidst the challenges, there was a silver lining.
After enduring the cruel internship, the next step often meant assuming the role of an art assistant. Days were spent sitting beside an art director probably for 12 hours, soaking up skills and knowledge directly. Back then, as the internet was still in its infancy, references for crafting beautiful presentation layouts were mainly found in expensive amazing foreign magazines like Wired and Wallpaper—resources beyond my budget. Yet, it was through this immersive process that I refined most of my skills and delved deep into the intricacies of the craft. During that period, before ascending to the role of an art director, it was typical to spend five to seven years working as an art assistant, often with a very limited income.
LBB> In 2016 you headed to Colenso BBDO in New Zealand. What was the transition like between cultures and advertising communities?
Andre> As an art director at AlmapBBDO truly opened doors for me. I had the privilege of working with some of the industry's finest creative minds, including Marcelo Serpa, Luiz Sanches, and other advertising legends. At that time, AlmapBBDO had been honoured as the global agency of the year at Cannes Lions for three years.
One day, I was presented with the opportunity to work at Colenso BBDO for a two-month stint before heading back to AlmapBBDO. Stepping into Colenso, I entered with no expectations and little knowledge of their work culture. However, it didn't take long to realise that at Colenso, creativity knew no bounds. Ideas flourished, fuelled by a culture where clients embraced innovation. And as a bonus, Auckland's seaside charm made me feel right at home. It was there that I crossed paths with some of the brightest minds who would go on to inspire and influence my thinking profoundly. Figures like Nick Worthington, Nick Garret, Andy Blood, Matt Lawson, Bret Colliver, and Simon Vicars. Together, we birthed Brewtroleum, a crazy idea that won a Titanium and a Grand Prix at Cannes Lions.
After my two-month stint, I returned to AlmapBBDO, where I spent another year. However, fate had other plans as I received a call from Simon Vicars inviting me to join him as his creative partner. It marked the beginning of an incredible five-year journey working together.
LBB> Then when you got to adam&eveDDB in 2017 you got to work on some amazing accounts like Coors Light and Marmite. What were the highlights and lessons you'll carry through from that period?
Andre> adam&eveDDB was indeed another remarkable place, teeming with opportunities and boasting big clients driven by the ambition to create truly inspiring work. However, the main lesson I learned there was to be patient. The process was markedly different from what I was accustomed to in both the New Zealand and Brazil markets. Unlike the regional clients I was used to, adam&eve's clients are global. As a result, bringing an idea to fruition and seeing it come to life in the world could often take upwards of a year due to the entire process.
LBB> Now at AMV BBDO you've been able to do some fun, innovative campaigns for SHEBA and Plenty. What was the key to getting that work to live up to its potential?
Andre> The secret weapon at AMV BBDO is undoubtedly the incredible culture we've fostered here. Our accounts are renowned for their collaborative nature and unwavering commitment to creativity. I count myself incredibly fortunate to collaborate with the exceptional Mars Petcare team, including our amazing client partners. And of course, Nick [Hulley] and Nadja [Lossgott], our outstanding chief creative officers, are truly unique individuals who inspire us all.
LBB> You've been at Omnicom agencies for over 13 years now, and most of that time in the BBDO network. What is it about those agencies that has kept you inspired?
Andre> There's definitely something special in the water at Omnicom’s agencies. They seem to have a unique ability to nurture creativity and foster collaboration, leading to remarkable creative outcomes around the world.
LBB> We often hear about the work that people admire professionally, but if a brand were to effectively advertise to you as a consumer, what would it do?
Andre> I remember my father, when I was a kid, eagerly waiting to watch TV ad breaks – they were often more entertaining than the shows. As a consumer, I want engaging storytelling that grabs my attention more than traditional sales pitches.