TURNING WORDS INTO BRIDGES

CHILEAN COPYWRITER LEONARDO ARAVENA ON THE POWER OF STORYTELLING

Commercials and ads saturate every corner of our world, yet we can count on one hand the campaigns that have remained memorable or made a lasting emotional impact on us. The challenge of standing out in this cacophony is immense, but it’s one that Leonardo Aravena has embraced with quiet determination. His work doesn’t aim to shout louder than others; instead, it murmurs subtle truths, like a breeze stirring the leaves, leaving behind the kind of silence that invites reflection. It’s in that stillness, between the noise of marketing promises and fleeting slogans, that Leonardo’s artistry blooms. His work as a copywriter is more than catchphrases—it’s the echo of shared memories, quiet dialogues that breathe life into the everyday.

For Leonardo, advertising is about creating a spark, crafting stories that breathe with authenticity, that understand people’s complexities, and speak to the unspoken layers of their lives. From his earliest projects in Chile to his internationally recognized campaigns, he’s made it his mission to capture the nuances of human experience and distill them into words that transcend borders, languages, and cultures. Leonardo’s copy goes beyond persuasion; it becomes a shared experience that dissolves divides and invites everyone to see a piece of themselves in the narrative.

With every project, he approaches the blank page with a sense of purpose, asking himself: How can this message become more than just another string of words? How can it break through the noise and become a catalyst for genuine conversation—a mirror reflecting something true and universal? It’s this intention that elevates his work beyond mere advertising, transforming it into a beacon of thoughtful creativity in a landscape often cluttered with empty massages and banal mottos. For Leonardo, every line is an opportunity to say something that matters, to etch a subtle yet lasting impression in the minds of those who engage with it. Leonardo’s messages remind us that, sometimes, the most powerful stories are the ones that don’t try to sell but rather seek to understand.

Leonardo’s journey through the industry reads like a carefully curated map of experiences, each agency shaping his voice in a new and distinct way. At BBDO Chile, his campaigns didn’t just capture attention—they captured hearts, winning a Bronze Cannes Lion for Fundación Nuestros Hijos’ campaign “The Legacy of Tommy 11” and sweeping up honors at El Ojo de Iberoamérica, Chilean Advertising Association (ACHAP) Awards, and EFFIE Chile with other distinguished campaigns for clients like Banco de Chile and The National Lottery. His time at VMLY&R Santiago was no different. There, his work garnered a Grand Prix at the ACHAP Awards, as well as several awards at El Ojo de Iberoamérica and the EFFIE Chile Awards.

Then came Kinderlab, a space that encouraged Leonardo to challenge conventions and explore new creative avenues for internationally recognized brands. And it’s not just the awards that define his career—it’s the companies he’s helped shape along the way. From Mobil and Pepsi to Gatorade and Imperial Beer, his copy has told stories that resonate across borders, blending the universal with the personal and making brands like Dove feel less like products and more like experiences worth engaging with.

Leonardo’s career is a testament to what happens when words are chosen with intention, when creativity is nurtured and allowed to evolve. From the beginning, his work has always been more than just campaigns; it’s been an exploration of how language can connect, inspire, and transcend. In an industry obsessed with the next big thing, Leonardo’s focus remains steady: crafting stories that feel personal, speak to the heart, and linger long after the moment has passed.

At AldeA Santiago, where he currently thrives, Leonardo continues to refine his craft, working with companies like BancoEstado, approaching each project with the same curiosity and quiet determination that have defined his path so far. Every line he writes is part of a larger dialogue, one that blends personal experience with universal themes, one that reminds us of the power of a well-told story. His work stands as a beacon of thoughtful creativity—proof that in a world filled with countless voices, the ones that whisper truth are the ones we carry with us. And in that quiet brilliance, Leonardo turns words into bridges, casting arcs that reach far beyond the confines of advertising and into the realm of human experience, where stories become part of who we are.

LEONARDO ARAVENA

CHILE

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