MERCADEO Versión en español
Cannes beat – Lizette Morazzani of LAPIZ: Creativity must connect with the experiences of the people its targeting
31 de mayo de 2016
For LAPIZs Creative Director, Lizette Morazzani there is no “magic formula” to be creative and the only magic is when that incredible idea pops out from nothing and the feeling when it comes true. “Sometimes it’s received with applauses.” Regarding the thanking campaign promoted by the 2016 Cannes Lions International Creativity Festival, Morazzani told PRODU that if she could give a gift to creativity, it would be more confidence and empathy. “Many times we are guilty of not sharing ideas. Ive learned that sharing creativity is the easiest way to improve a concept, to test its relevance, to make it even bigger. Whats the value in something creative if its only innovative for the one who created it? Creativity must connect with the experiences and behaviors of the people its targeting” Morazzani explained. Understanding and not being afraid to test -she said- are some of the essential elements for making an ad a relevant message. “Its about being empathic with behaviors and needs of the people. This is accomplished with data. And creating prototypes from the ideas and dare to share them. In this way we expose consumers to the ideas earlier in the process. This helps to adjust, modify, or if its necessary, begin again.”
