Enter the realm of Leonardo Aravena, a storyteller whose narratives carry an extraordinary depth that goes beyond the ordinary. This Chilean copywriter has dedicated over a decade to crafting stories that not only capture attention but also resonate, evoking emotions and connecting audiences worldwide through high-profile brand campaigns. His creative journey has been influenced by passion, precision, and a steadfast belief in the transformative power of words to shape both perception and reality.
A Tale of Beginnings
From his very first steps into the advertising landscape, Leonardo displayed a natural ability to distill a brand’s essence into words that deeply connect with its audience. His formative years at VMLY&R Santiago became the forge in which his skills were developed, collaborating with national brands such as Unimarc Supermarkets and Lotto National Lottery. During this period, Leonardo authored texts that not only prompted engagement but also left an indelible mark, guiding his team toward prestigious accolades, including a Grand Prix at the Chilean Advertising Association Awards and a Bronze EFFIE Chile Award—both esteemed recognitions in the industry that honor creativity and marketing effectiveness.
Leonardo’s innovative talents elevated VMLY&R Santiago’s campaigns to new heights, earning bronze and silver medals at El Ojo de Iberoamerica, one of Latin America’s most important advertising festivals. His input transformed the agency’s campaigns into extraordinary expressions, solidifying his reputation as a copywriter skilled in creating impactful messages.
Amidst this bustling early career, Leonardo evolved into more than a mere copywriter; he became a narrative authority for brands seeking to tell compelling stories instead of simply promoting products. His campaigns transcended advertisements—they were narratives that captivated audiences.
Becoming a Leading Voice
As his creative odyssey progressed, Leonardo found his path leading him to BBDO Chile, an agency that had initially recognized his talent right after his graduation and now sought his narrative and creative prowess for brands that radiated authenticity. Under his influence, the clients of BBDO Chile grew to embody not just household names, but integral parts of the cultural landscape.
Leonardo’s time at BBDO Chile was transformative, allowing him to collaborate with renowned names like Banco de Chile, Lotto National Lottery, Dove, Sedal, Pepsodent, Pepsi, Gatorade, and Visa. Here, he crafted experiences that ignited discussions and nurtured connections, which earned him and his team prestigious honors such as the ACHAP Award, EFFIE Chile Award, and recognition at El Ojo de Iberoamérica. His greatest accomplishment, however, was securing a Bronze Cannes Lion, one of the advertising industry’s highest accolades worldwide.
Evolving the Narrative
Leonardo’s career is marked by his capacity to adapt and embrace new challenges, making them uniquely his own. His tenure at Kinderlab exemplified this adaptability, as he infused his distinctive voice into campaigns for brands like Dove, Mobil, Pepsi, Gatorade, Imperial Beer, Weber Grills, and Tricolor, leaving a lasting impression on those that permeated daily life. His work centered not just on selling products, but on forging authentic connections between brands and consumers.
Yet it is in his current role at AldeA Santiago that Leonardo’s creativity has truly come to life. Since the spring of 2023, he has been the driving force behind new communication strategies and campaigns for BancoEstado and the National State Bank of Chile. In this capacity, Leonardo has transcended mere campaign writing; he has redefined the tone and style of these esteemed institutions, crafting brand narratives that are both personal and impactful. His work on the “Support” campaign for BancoEstado, which garnered Gold in the Film Category at the ACHAP Festival of Creativity, stands as a prime example of his talent for revitalizing even the most traditional brands.
The Art of Copywriting
Leonardo Aravena’s career serves as a masterclass in storytelling. His work enchants, transforming conventional campaigns into remarkable experiences. Whether giving voice to a national bank or shaping the identity of a global brand, Leonardo’s words do more than promote—they resonate, leaving an imprint that feels like a fleeting dream.
In an industry often preoccupied with rapidly shifting trends, Leonardo’s work serves as a gentle reminder of the lasting impact of a well-crafted story. His legacy is still in the making, but it is already richly intertwined with creativity, passion, and an unwavering commitment to the influence of words.
The essence of his copywriting is not found in flashy catchphrases or clever one-liners. It resides in his capacity to articulate human emotions in ways that surpass commercial intent. It involves acknowledging the delicate threads of shared experiences and weaving them into narratives that are as genuine as they are engaging.
