Brazilian inventive Washington Olivetto handed away on Oct. 13 on the age of 73. He died because of pulmonary issues whereas hospitalized at Copa Star Hospital in Rio de Janeiro.
Olivetto was a Brazilian promoting icon, credited for placing the market on the map as a inventive powerhouse. He started his profession as a copywriter at Brazilian company Harding-Jiménez and labored at numerous retailers earlier than launching his personal company, W/Brazil, which joined McCann Worldgroup in 2010 to kind W/McCann.
Previous to that, Olivetto grew to become the primary Brazilian to win a Gold Lion in Cannes whereas working at Publicis company DPZ for “The Man Over Forty,” alongside inventive director Francesc Petit. One of the-awarded promoting creatives of all time, he received 50 Lions within the movie class alone all through his profession. In 2014, he received a lifetime achievement award from the Clios.
“Washington Olivetto was not solely a recreation changer available in the market—there may be promoting earlier than and after him—however he additionally transcended promoting itself and have become an idol to our idols,” a W/McCann spokesperson shared with ADWEEK. “He entered Brazilian widespread tradition, changing into the topic of songs and samba college themes, and has printed numerous books. We, at W/McCann, will stand in solidarity in each approach we are able to, with the reverence he deserves.”
Olivetto racked up promoting awards
Olivetto has received numerous recognitions for his profession in promoting and is commonly vaulted alongside legends like Lee Clow and Jay Chiat for his intensive affect and physique of labor.
“All Brazilian creatives have been saying one thing—we’re all grieving, even those that by no means met him in individual. For a method or one other, each Brazilian in promoting right this moment was closely influenced by Washington’s Genius,” stated PJ Pereira, cofounder and inventive chairman at Pereira O’Dell. “Any considered one of us—particularly those who dared to construct a global profession—owe our ambitions to him.”
“His tonal vary of storytelling was unimaginable,” added Bianca Guimareas, associate and govt inventive director at Mischief @ No Mounted Handle. “He at all times discovered methods to hero the product profit as a part of the core of the thought. It wasn’t . Normally the complete concept was concerning the product or its advantages, however in a inventive approach that made folks care about it.”
Olivetto was not simply an influential determine in promoting, however in Brazilian tradition writ massive.
