Lola Mullenlowe.
Creative Team
"Crazy ambitions makes serious things happen."
Role: Creative Copywriter (Intern)
Time: Jun 24' - Aug 24'
Context. At Lola MullenLowe, crazy ambition really makes serious things happen. I joined the creative team at an agency known for world-class ideas that challenge expectations and help ambitious brands earn attention. My role focused on creative copywriting and campaign concept development, working closely with creatives, art directors, and strategists to build culturally relevant, strategic storytelling for brands like Axe, Persil, and Bayer.
Problem.
In a world saturated with advertising, attention is no longer given, it must be earned. Brands needed ideas that went beyond traditional formats and challenged expectations, transforming advertising into experiences people could feel, not just see. The challenge was to turn ambition into ideas that live in culture and connect with people in more meaningful ways.
Axe. We need to re think how we think of smell in public places. Axe wanted to go beyond product claims and create an experience people could feel. With a new lavender fragrance, the challenge was to rethink how scent could exist in public spaces, turning confidence and attraction into something tangible and culturally relevant.
Persil. “Dirt is Good” was more than a campaign, it was a belief. Ahead of the Copa América final, the challenge was to transform a stain on a jersey into a symbol of effort, pride, and value, proving that dirt can tell a story worth celebrating.
Bayer. With Berocca Energy, Bayer needed to challenge how energy is perceived. The task was to move away from artificial energy clichés and communicate a more natural, long-lasting performance. Rooted in real benefits and credibility, not hype.
Solution.
We reimagined advertising as something people could experience, not just see. By moving beyond traditional formats, we turned everyday moments into opportunities for brands to live in culture. Becoming part of people’s lives, not interruptions within them.
Beyond Smell
We took Axe beyond the product and into the environment. By rethinking how scent could exist in public spaces, we transformed smell into an experience, a reminder that confidence can be felt everywhere. Lavender wasn’t just worn, it became part of the world around you.
Dirt is Good
Dirt became more than a stain, it became a symbol. For Argentinians, a jersey marked with dirt represents effort, pride, and history. By reframing the stain as proof of commitment, we turned a moment of wear into a story worth celebrating.
Be Energy
We challenged how energy is usually advertised. Instead of artificial intensity, we focused on clarity, balance, and performance that lasts. Berocca became an invitation to feel energy differently, clean, natural, and in control.
Impact.
Working across creative, art direction, and strategy, I helped shape ambitious ideas by introducing fresh ways of thinking into creative sessions, including word association exercises to break patterns and unlock unexpected directions. This pushed campaigns beyond traditional advertising and into experiences designed to earn attention and live in culture. The resulting concepts were presented to agency leadership as part of Lola’s commitment to world-class creative ambition.
Next Experience.