When you think of Brazilian advertising, one name stands tall: Washington Olivetto. Known as a legend in the industry, Olivetto’s work has left an indelible mark on advertising and creativity, not just in Brazil but worldwide. His campaigns don’t just sell products—they tell stories, evoke emotions, and, most importantly, stick in people’s minds.
But what makes Olivetto so important to the world of design thinking in advertising? His secret lies in the ability to blend creativity with a deep understanding of human behavior.
The Man Who Made the Ordinary Extraordinary
Washington Olivetto isn’t just a copywriter or an advertising executive. He’s a storyteller. His campaigns elevated mundane products and services into cultural phenomena. Think about the famous “O Primeiro Sutiã a Gente Nunca Esquece” (“You Never Forget Your First Bra”) campaign for Valisere. It wasn’t just an ad; it was a coming-of-age story, relatable and memorable. It resonated deeply with audiences, cementing Olivetto’s reputation as a master of connecting with human emotions.
Olivetto’s genius lies in seeing what others don’t. He takes the ordinary and turns it into something extraordinary, showing that creativity isn’t about inventing something new—it’s about seeing what’s already there in a different light.
Design Thinking in Advertising
Although design thinking is often associated with product development, Olivetto applied its principles long before it became a buzzword. He approached every campaign with empathy, insight, and a relentless focus on the audience. His process mirrors the design thinking framework:
Empathy: Understanding the audience’s needs, fears, and desires was always his first step. He didn’t just sell products; he sold solutions to problems people cared about.
Ideation: Olivetto’s brainstorming sessions were legendary. He believed that great ideas often come from unexpected places, which is why he embraced diverse perspectives and unconventional thinking.
Prototyping and Testing: Before launching a campaign, Olivetto ensured the message would resonate. Whether through humor, nostalgia, or shock, he crafted narratives that stayed with people long after the ad was over.
Take the "Garoto Bombril" campaign, which featured the same actor for decades. It wasn’t just an ad series; it became a cultural icon, showcasing how consistency and relatability can turn a brand into a household name.
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