Legendary graphic designer David Carson has teamed up with Lola to launch the agency’s “Crazy Ambition Makes Serious Things Happen” campaign globally. The Madrid-born creative agency is evolving into a global micro-network with an established foothold in Spain, and a newly launched presence in Brazil and the United States. To announce the expansion, Lola partnered with David Carson to create a visual campaign that is as much a statement of philosophy as it is a brand identity.
The initiative was developed in partnership with DxD, TBWA’s design arm led by Bruno Regalo. Referred to as the “Las Calles” creative direction, it’s inspired by the hand-painted traditional azulejos/tiled street signs of Madrid. Involving Carson, says the agency, is a proof point that this is the kind of agency that stands out, attracts world-class creative talent, and holds itself to an uncompromising standard.
Carson created a series of graphic art expressions, with each artwork telling a story about Lola’s plans. Each artwork is a collage representing previous creative work from each agency, as well as scrap from each city, and where appropriate, logos of the agencies that came together to form Lola (ie. Lew\Lara, 180 US, Mullen Lowe, adam&eveDDB). A video documentary, filmed in Madrid, shows David Carson and CCOs discussing the artwork, walking the streets of Madrid, and tearing inspiration from the walls, then assembling and creating the collages. Drawing literal inspiration from the streets is a deliberate nod to Lola’s connection to local creative culture.
The campaign will roll out across owned channels for both Lola and David Carson.
