2 Minutes With ... Laura Visco, ECD at 72andSunny Amsterdam

On addressing toxic masculinity for Axe, and making dating fun again for Bumble

Originally from Argentina, Laura Visco leads the creative department at 72andSunny Amsterdam.

She believes advertising can be an agent for social change, shaping people's perceptions and culture, especially when creativity challenges the status quo—and has worked ever since to make sure she delivers on this.

In 2018, she was named one of Adweek's Creative 100 and Creative Director of the Year by AdAge. Laura was also named one of Adweek's Women Trailblazers for her efforts to advance diversity in the ad industry.

We spent two minutes with Laura to learn more about her background, her creative inspirations, and recent work she's admired.


Laura, tell us...

Where you grew up, and where you live now.

I grew up in Buenos Aires, now living in Amsterdam.

What you wanted to be when you grew up.

I wanted to be a chiropodist. Then I realized that only meant I liked playing with my mum's feet!

How you discovered you were creative.

I always had a bit of a wild imagination as a kid, but around my teenage years I realized that I could make a living out of that. I was in charge of the communication of all the things we were doing at school—designed posters, wrote my very first headlines.

A person you idolized creatively growing up.

Björk. She was my No. 1 inspiration who showed me that I didn't have to become someone else to be successful, and you didn't need good English, either!

A moment from high school or college that changed your life.

Technically, I didn't finish college. I got into advertising right after high school, so I have no formal education. So that was probably the moment that changed my life—dropping any formal education and getting straight into learning by making.

The first concert you saw, and your favorite band or musician today.

Soda Stereo, when I was only 11 years old! My fav musician today is C. Tangana.

Your favorite visual artist.

Bill Viola.

Your favorite fictional character.

Mafalda.

The best book you've read lately.

Disgrace by J.M. Coetzee.

A movie, TV show or podcast you recently found inspiring.

Scenes from a Marriage. Loved how the remake could be better than the original.

Your favorite Instagram follow.

El Secreto de sus Momos.

How the Covid-19 crisis changed your life, personally or professionally.

I wasn't able to travel back home and I got married in the middle of lockdown, which was pretty bizarre. But nice, in a way. It's amazing how Covid-19 somehow brought us back to the very core and essential things in life.

Your favorite creative project you've ever worked on.

"Is it OK for Guys" by Axe. It shined a light on toxic masculinity, a topic that was unheard of back in the day. We were the first ones to introduce the notion of it in advertising, pre-#MeToo, pre-Gillette. Super brave campaign that created a much needed debate around this topic.

AXE | Is It OK For Guys...
A recent creative project you're proud of.

Bumble, "Fall in Love with Dating." As women, we are hard-wired to hate everything that doesn't end up in a long-term relationship. You're either single or you're in a relationship. There are only two stages and the "dating in-between" is only a means to an end versus an important part. We wanted to challenge this notion to show that this stage of your life can be beautiful and worth living. And you can fall in love with the journey, the ups and downs, and everything in between.

Bumble | Fall In Love With Dating
Someone else's creative project that inspired you years ago.

MACMA's "Man Boobs." Such a great, provocative and simple idea.

MACMA | Man Boobs
Someone else's creative project that you admired lately.

"Womb Stories." I know I'm not being original here, but I would literally die to have that one in my portfolio.

Bodyform | Womb Stories
Your main strength as a creative person.

I always touch a fiber in everything I put out there. I make people feel something, think for a second and look at things from a different perspective.

Your biggest weakness.

I'm too self-aware. Being non-native makes you a bit paranoid sometimes.

One thing that always makes you happy.

Gossiping with my mum at the end of the day. I call her every night, it just makes my day.

One thing that always makes you sad.

The lack of opportunities in my home country. And listening to "Somewhere Over the Rainbow," the Judy Garland version.

What you'd be doing if you weren't in advertising.

I would be writing a drama series, which I'm already doing in my free time.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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