Thursday, February 2, 2023

Nico Ordozgoiti: “We are all a little hypocritical, the important thing is not to be cynical”

Remember that sarcastic cover you saw on Twitter or Facebook and found so funny? probably work nico ordozgoetti (Madrid, 40 years old), an advertising creative who, in addition to going through some of the main agencies in Spain (Leo Burnett, Ogilvy, China, Lolamullenlove…), concocted memes –left wing brother, gastroexplotador, ice, that has gone viral on social networks and has reached to the National Library of France, He is now the creative director of the We Are Social agency and has joined Creatives for the Future, a platform of advertisers looking for tools to raise awareness against climate change, and he has decided not to create ads for fossil fuels. signed the resolution.

Ask. How did you get started with satirical magazines?

answer. It originated as a result of a specific article about an older man complaining about the younger, I made a cover and people shared it a lot. This is a format that works great on social networks. I’ve always used it this way. I made an illustrated story in prison i want to go out With his wife, Cova Díaz—also a publicist—to explain to their son, Max, why we can’t outrun the pandemic, and interview us on various television stations in Europe and Latin America.

By: Nico Ordozgoetti, @Nicordarts

Posted by The Privilege of Feeling on Thursday, June 15, 2017

P. Where does climate awareness come from?

R. Ever since I started looking at IPCC reports [el panel de expertos de la ONU] and the effects of global warming, especially after the birth of my eldest son, who is now five. As a creative person, I thought, what am I going to do as an advertising person? This is a task that scientists and politicians should do. But then I started to feel that it also has a lot to do with the story and the stories. In advertising we are very aware that humans are very narrative, they are not concerned with stories as much as data: we can create narratives that inspire people to demand that governments change things.

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P. Can messages receive it?

R. People think climate activists have a message that “we’re all going to die”, and that doesn’t work very well because if people believe everything is lost, they won’t do anything. There are some effects of the climate crisis we can’t avoid, but others we can: the more we emit, the more temperatures will rise and the worse the consequences. The first message is that this is not a binary issue, but something can always be done. And then you have to build those narratives that relate to hope, empowerment, “It’s in your hands, we are the generation that can change history.” We need to move beyond the personal narrative of “I’m not doing enough.”

P. Is there a contradiction between advertising and climate change?

R. Yes, hypocrisy is something everyone experiences, I experience it more than anyone else as a creative. Advertising has been guilty of negative things, such as promoting wild consumerism or face-washing the fossil and polluting industry. But neither can I go to the mountains and fight against the society with sticks and stones, I have to act from where I am. We are all a little hypocritical, the important thing is not to be cynical and not to give up. And know that even when we are hypocrites, we, individually or collectively, can bring about some change. Advertising also has positive things, such as the ability to generate messages that motivate people to do something, which could be buying a product, but also taking action against the climate crisis.

P. The World Of Advertising, Is It Sustainable?

R. It’s as volatile as any industry. But this is no longer the world of splendor that was before the crisis, but it is much more restrained, because there is not so much money either. The most negative thing about this world is to suggest that the fossil industry is part of change and working towards sustainability, which is not true.

Creative Director Nico Ordozgoiti At Parque De La Chimenea In Madrid.
Creative director Nico Ordozgoiti at Parque de la Chimenea in Madrid. Inma Phool

P. Can it be changed?

R. At Creative for the Future we have three principles: be sustainable as individuals and as companies, create sustainability sensual Through new narratives and trying to persuade customers to get involved in the climate crisis. How is it accomplished? There is a lot of debate going on. I, personally, have decided that I am not going to work with the fossil industry because the campaigns they do are more Washing [lavado verde] What is the second thing? Others on the platform prefer to work with them and try to change the messages from within. And yet when your workday ends you can use your creative abilities to create a story that has nothing to do with who paid you. We have about 30 more people joining the platform, and then there are people who sign up to be informed. For now we’re in talks with activists and scientists to talk about the intersection between creativity and sustainability.

P. how can you fight Washing,

R. We want to focus on precisely this topic, as it is a very interesting intersection of creativity and sustainability, which is why the last post talks about it. Washing, how to identify it, notorious cases… Fortunately, people are becoming more aware and it’s more difficult to hide. So if any company wants to do it then you can explain to them, this is not the way, you can see feather duster. Not just for activism, but for your own good.

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