2 Minutes With ... Manuel Hoffmann, Creative Director at Lanfranco & Córdova NYC
Manuel "Manu" Hoffmann is a creative director with 15 years of experience in advertising across different markets such as Ecuador, Colombia, Peru and the U.S. His work has been recognized at prestigious award shows, including Clio Health, Cannes Lions, LIA, One Show, D&AD, New York Festival, Radio Mercury Awards and Ojo de Iberoamérica. He has worked in both independent and network agencies such as Casanova // McCann NYC, Commonwealth // McCann, Saatchi & Saatchi, Ogilvy and López Negrete Communications Houston. He's currently a creative director at Lanfranco & Córdova NYC.
We spent two minutes with Manuel to learn more about his background, creative inspirations and some recent work he's admired.
Manuel, tell us...
Where you grew up, and where you live now.
I was born and raised in El Salvador. I currently live in the Middle of the World (Quito, Ecuador), but spend my time between Quito and NYC.
How you first got interested in health.
It was in 2010, when I did my first pharma TVC for a global OTC product in Ecuador, but I really got interested in health and learned to love it during my time in New York City, when I was a senior copywriter for a Type 2 Diabetes pill.
One of your favorite projects you’ve ever worked on, and why.
One of my favorite projects is "Mother's Blanket," an idea that addresses child malnutrition by turning a blanket that Andean indigenous mothers use on a daily basis into an evaluation tool. It was a simple, clever idea and loved all the process to make it a reality. From research to ideation to execution … but what I loved the most was seeing the positive impact it had in rural communities and also, learning a little bit of Kichwa as we made in-language blankets and collateral pieces for villagers.
A recent project you're proud of, and why.
A film for Thumbtack. It's a short and sweet idea. I'm proud of it because it was my first work for the U.S. market since I left the U.S. in 2016 and also, because it reunited me with the L&C folks, amazing professionals.
One thing about how health is evolving that you’re excited about.
I'm excited that as an industry we are constantly taking new approaches to health. Each year there are fresh ideas that solve problems in very unique and unusual ways. Some do it through cultural insights, technology, hacking the system or even creating new media, products or policies. I think health is one the most creative categories in advertising and can’t wait to see what this year will bring.
Someone else's work, in health or beyond, that you admired lately.
There are so many good ideas and creatives that it would be difficult to pick just one piece of work … so I’ll do my best to fail and pick more than one.
In health, I like "Breath of Life" from McCann Shanghai and more recently, "Quien No llora No Mama" from LOLA Madrid. Beyond health, "Lost Roads" from Commonwealth Colombia, #GoForTheHandful campaign from Saatchi & Saatchi NYC and one of my all-time favorites, "Mr. Wind from Nordpol Germany.
A book, movie, TV show or podcast you recently found inspiring.
A visual artist or band/musician you admire.
I'm a huge Pixies fan. I love Where’s my Mind” too much. I think I’ve listened to all the covers made of that song. I recommend listening to the Cumbia version.
Your favorite fictional character.
Someone worth following in social media.
I recently started to follow @Yuni_Yoshida, there’s always something cool to watch.
Your main strength as a marketer/creative.
I'd say curiosity. I like to read and do research about many things. Health, business, culture, technology, etc ... and just see which information or insights can be associated to deliver a message or solution in an innovative way. Everything adds to creativity.
Your biggest weakness.
One thing that always makes you happy.
When my soccer team Sociedad Deportivo Quito wins.
One thing that always makes you sad.
When my soccer team Sociedad Deportivo Quito loses.
Something people would find surprising about you.
I had a very short career as a voice over artist.
What you'd be doing if you weren’t in health.
I love animals, dogs and llamas in particular. So, if I weren’t in advertising at all, I think I'd still be in health but working as a veterinarian.