joanna lopez

The brief was to create a Christmas card for Downy, a fabric softener from P&G. We responded with an experience that put DOWNY’s softness benefit in a whole new emotional level.

CANNES SHORTLIST 2012
GREY GROUP MEXICO
VP: Andrés Martínez
GCD: Joanna López
CD: Joao Raya
ACD: Manuel Vera
AD: Sergio Domínguez 

Color Riche Lipstick from L’Oréal has the richest red color. So for women’s day 2016 we launched a viral video with a social experience that proved Color Riche’s RED is like no other.

SILVER BEAUTY TEAM AWARDS 2016
MCCANN MEXICO
VP: Javi Carro
GCD: Joanna López
CD: Jaume Gubianes
COPY: Jorge Ramos
AD: Eddie Aguirre
BD: Audrey Amselli
PRODUCER: Emmanuel Aguilar

L’Oréal wanted to push it’s WATERPROOF MASCARAS with a “digital post”. Instead, we created an experience based in a very strong insight true to our waterproof mascaras: “When women cry, they don’t want it to show”. It was launched as a digital video.

BRONZE CREATIVE CIRCLE VIRAL VIDEO 2015
BRONZE CREATIVE CIRCLE PROMO & ACTIVATION 2015
MCCANN MEXICO
VP: Javi Carro
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
AD: Myriam Barrios
BD: Audrey Amselli
PRODUCER: Rafael López

BIC was launching “TWIN LADY”, its first razor for women and they wanted an OOH campaign to communicate it. We created a simple and fun campaign based on what happens when women use a razor vs when they don’t use it.

CANNES SHORTLIST OOH 2014
BRONZE CREATIVE CIRCLE PRESS 2014
MCCANN MEXICO
VP: Javi Carro
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
AD: Myriam Barrios

To communicate Covergirl’s VolumeExact waterproof mascara in Summer time to a younger target, we created a print campaign that was handed out as collectible postcards in POS near the beaches of Mexico in 2009.

GREY CREATIVE COUNCIL SELECTION
GREY GROUP MEXICO
VP: Emilio Solís
GCD: Joanna López
PRODUCER: Monica Del Moral

Education reduces violence. THE NON VIOLENCE PROJECT wanted to start this conversation in a country where violence is an everyday issue: Mexico. We had very little money and a great brief,  so we created an action with the idea that people would make it viral.

BRONZE CREATIVE CIRCLE PROMO & ACTIVATION 2015
MCCANN MEXICO
VP: Javi Carro
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
AD: Myriam Barrios
BD: Audrey Amselli
PRODUCER: Rafael López

Year by Year, MetLife Insurance Company sponsors TELETÓN, a good will action that takes place every December to raise funds for disabled children. They briefed us for a TVC to communicate their sponsorship, but we came back with an action that gave them much more exposure and received instant donations for TELETÓN.

MCCANN MEXICO
VP: Javi Carro
GCD: Joanna López
GCD: Pipe Entrambasaguas
ACD: Kevin Valladolid
Sr. AD: Alejandro Galván
PRODUCER: Rafael López

We wanted Generation Z (much younger that millenials) to notice Maybelline NY. They live in a digital world, so we engaged them through a digital campaign. We needed the right ambassador to make them look our way and when all other makeup brands in Mexico use beautiful women in their advertising, we decided to use MARIO BAUTISTA: A Generation Z KOL with millions of girl fans in love with him, that helped us make Maybelline NY relevant to every single one of them through a “Cinderella” experience. It was launched in 2015.

MCCANN MEXICO
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
AD: Myriam Barrios
BD: Audrey Amselli
DIGITAL LEAD: Alicia Pineda

Caída Resist is the L’Oréal treatment that makes hair stronger.
To communicate the strength benefit, we created a HAIR GYM WORLD that lived in digital where Caída Resist was put to the most extreme torture tests.

MCCANN MEXICO
2016
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
Jr. COPY: Hasibi De La Sancha
AD: Myriam Barrios
PRODUCER: Mónica Del Moral / Martín Hernández

The first brief I got for L’Oréal Paris back in 2012. Elvive Total Repair 5 needed a boost in their communication, making it more fresh but at the same time premium using the same ambassador of past years: Ximena Navarrete. This campaign was all about crafting beautiful assets that would make TR5 appealing for the target.

MCCANN MEXICO
GCD: Joanna López
CD: Liliana Hernández
ACD: Roberto Martínez
AD: Myriam Barrios
BD: Audrey Amselli
PRODUCER: Marcela Vera

Casting Crème Gloss is a Non Amonia Hair Coloration that washes out in 28 days, so you can play with different colors without compromising or damaging your hair.
We wanted to talk to a younger target and the challenge was to break all the myths and fears they have about hair coloration. Danna Paola, a young and fresh new ambassador, helped us connect with teens who had never colored their hair sending the message that with CCG nothing will stop you from having fun with hair color. It was launched in 2016.

MCCANN MEXICO
GCD: Joanna López
ACD: Roberto Martínez
COPY: Adria Jáuregui
Jr. COPY: Hasibi De La Sancha
PRODUCER: Monica Del Moral

COLORISTA is the hair color brand from L’Oréal created for a younger target in collaboration with KOLs. It launched in Europe with great success and for its launch in ASIA Pacific in 2018, we were in charge of shooting packaging and KV images with local KOLs, keeping the same tone and manner from the global campaign.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Oliver Sarabia
Sr. AD: Xiaomin Duan
AA: Xu Xu
PRODUCER: Andrea Ferronato

A totally new format for skincare in the Filler family. A 7 day Ampule that leaves your skin super plumpy, fresh and wrinkle free. We created the 7 day plumpy challenge to engage a very young target, and it launched with great success in the beginning of 2018.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Oliver Sarabia
Sr. CD: Henky Yu
Copy: Celia Wang
Sr. AD: XIaomin Duan
AA: Xu Xu
PRODUCER: Maggie Wong

A new Extraordinary Oil Floral line was launched in 2018 with special fragrances. We created the communication treating the Oil like a perfume for your hair.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: James Li
AD: Lyon Chen
PRODUCER: Andrea Ferronato / Maggie Wong

“I am worth it¨ has been L’Oréal Paris´s DNA for more than 40 years. Making women feel worth it is what the brand stands for, but for most women in China it´s just a selling line, they didn´t know the emotional meaning to it and we wanted to change that.
We created the I AM ME. I AM WORTH IT IMC campaign, in which our Chinese and International ambassadors and KOLs reveal who they really are, talking about what makes them “WORTH IT”. A campaign that doesn´t talk about any product, only about their worth.
Very personal manifestos were seen in OOH and Digital spaces in April 2018, asking all women & men to declare their own worth.
This campaign was the first Brand Campaign initiative L’Oréal Paris did in China.

MCCANN SHANGHAI
ECD: Joanna López
GCD: Kanny Chan
Sr. CD: Oliver Sarabia
Sr. CD: Henky Yu
Sr. AD: Lynn Lin
PRODUCER: Maggie Wong
PRODUCER: Alex Chen

A premium line of conditioners under Extraordinary Oil. 3 precious ingredients to achieve different looks: Wavy, Sleek and Colored hair.
We needed to communicate the looks, the ingredients, the hair benefit and the hair transformation all at the same time. So we decided to use different media in a very complete IMC. It launched in June 2018.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: James Li
Sr. CD: Henky Yu
COPY: Jolie Yang
PRODUCER: Maggie Wong
PRODUCER: Baba Liu

The first Anti Dandruff hair treatment from L’Oréal in China. A big challenge having a huge competitor like H&SH. We decided to communicate the natural ingredient in a very L’Oréal way and introduced a fresh and younger ambassador to make sure the youngest dandruff target noticed us. It launched in 2017.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: James Li
Sr. CD: Henky Yu
Sr. AD: Lyon Chen
PRODUCER: Andrea Ferronato

Extraordinary Oil is one of the KEY PILLARS for L’Oréal. The brief was to launch a new Big Idea that would communicate to a younger target with a clear usage message. At the same time we were launching a new L’Oréal Chinese spokes: Xin Zhilei, the first SHORT HAIR woman for the Hair category with a very strong personality and meaning for Chinese consumers. We wanted to give her a special place in the campaign so we decided to create emotional content that connected with consumers from a more authentic angle, more about her life journey and how does it link with her hair, less about product benefit. It launched in March 2019.  

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Henky Yu
Sr. AD: Keren Li
COPY: Melanie Sun
PRODUCER: Maggie Wong
PRODUCER: Baba Liu

Extraordinary Oil Conditioners where launched in 2018 with great success. But how to refresh the communication focusing on a younger target with a new celebrity? We decided to spice it up, keeping the same visual codes but rethinking the tone and manner, we made it lighthearted with a connecting attitude while keeping the premium look and feel.
This new communication was aired in March 2019.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Henky Yu
Sr. AD: Keren Li
COPY: Melanie Sun
PRODUCER: Maggie Wong
PRODUCER: Baba Liu

Extraordinary Oil launched a new intensive treatment in March 2019: EO STEAM MASK. A new format comparable to a Salon Steam Treatment but in just 5 minutes at home. We needed to create a very didactic way to communicate the usage in China’s digital platforms as the target is young and would find out about it completely through a digital campaign. 15 second videos with specific messages that complemented each other and a longer format showing our Steam Mask VS Salon Steam Treatment made the campaign a great success.     

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Henky Yu
Sr. AD: Keren Li
COPY: Melanie Sun
PRODUCER: Maggie Wong
PRODUCER: Baba Liu

YouthCode had become one of the most popular skincare products for L’Oréal China in 2019. We needed to refresh the campaign with our new celebrity Xin Zhilei, upgrading the look and feel of the product. We decided to focus on skin benefit and product ingredients.

MCCANN SHANGHAI
ECD: Joanna López
Sr. CD: Henky Yu
PRODUCER: Diana Chew

The challenge was to create a Big Idea for 11.11, the most important E-commerce festival in China. We created “MAISON L’ORÉAL”, a full 360 brand campaign that helped L’Oréal be the #1 beauty brand in 11.11 2019. MAISON L’ORÉAL was so successful that it was adopted and replicated as Brand Idea around the world.

MCCANN SHANGHAI
Sr. CD: Oliver Sarabia
Sr. CD: Henky Yu
ECD: Joanna López
BD: Jessica Cardoso
PRODUCER: Maggie Wong

Women in South East Asia suffer from “hair labels” from an early age, and this really affects their confidence growing up. Dove Hair wanted to send a message to all Indonesian women, empowering them to “relabel” their hair in their own terms. This was my first project in WPP @ Ulinever for Ogilvy Singapore, it was the pitch that won the SEA Dove Hair account, and making it happen has been one of my proudest moments working in Asia.

OGILVY SINGAPORE / WPP@UL
CCO: Marco Versolato
ART CD: Joanna López
COPY CD: Airina Chan
AD: Bach Tran
PRODUCERS: Fabiano Beraldo / Kevin Nguyen

In 2023 LUX celebrated 99 years in China with digital content videos that narrated not only the heritage of the brand, but also the evolution of Chinese women through 99 years where LUX has been empowering their unapologetic beauty.

OGILVY SINGAPORE / WPP@UL
CCO: Marco Versolato
ART CD: Joanna López
COPY CD: Viraj Swaroop
AD: Paul Seet
PRODUCER: Kevin Nguyen
CLIENT SERVICE: Hinoti Joshi, Geru Gotico, Fanny Lemasson