Creativity 50 2013: Anselmo Ramos

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Brazil was an embarrassing No. 47 in the Ogilvy network's internal creative ranking when Anselmo Ramos returned from the U.S. seven years ago. This year, Brazil took the No. 1 slot, freeing Mr. Ramos up for his dual role as co-founder of Sao Paulo-based startup shop David, which does international projects for clients like Coca-Cola and Burger King. He has two criteria for eliciting good work: "Show me something I haven't seen before (and I see a lot), and it should be really hard to make happen." 

His latest projects fit the bill. Dove's "Sketches" campaign uses an FBI profiler to show women they are more beautiful than they believe. And to convey the delicious flavor combinations possible with a Philips Walita Avance blender, it wasn't enough to simply blend two pieces of fruit in the appliance. Mr. Ramos and his team got a molecular gastronomist to scientifically create new fruits with two different flavors. Kiwigerine or bananaberry, anyone?
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