Multi-award-winning Associate Creative Director at MRM Germany, Dara made her way into advertising as a copywriter.
Known for her digitally-innovative work, we asked for her picks for the greatest ads of the past 40 years, to help celebrate 40 years of Lürzer’s Archive.
Volvo Trucks: The Epic Split
This is always the first spot that comes to mind when someone asks for my favorite ad. It’s such a simple and creative way to showcase a technical truck feature, and it has stayed memorable through the years.
Always: Like a Girl
This campaign redefined a common insult with such power and clarity. Especially in 2014 it challenged societal norms in a way that is both simple and deeply emotional, making it a brilliant example of impactful advertising.
Reporters Without Borders: Uncensored Playlist
Finding a creative loophole for a good cause is true creative excellence. Using music streaming platforms to bypass censorship is such a smart way to fight for freedom of speech.
WWF: X-tinction Twitter Social Post
This post is an amazing example of how real-time marketing can create a strong impact. The quick turnaround and sharp execution in response to Twitter’s rebranding made it a standout moment in digital activism.
Berlin Senate Chancellery: Berlin Image Campaign
As a creative copywriter at heart, I could have mentioned one of the incredible Nike voice-overs or the infamous Porsche print ads from the 90s, but instead, I’d love to highlight this more current campaign. The headlines capture the essence of the city in such a smart, witty way that, as a self-proclaimed Berliner, every single one makes me smile.
Mercedes Benz: Chicken: Magic Body Control
From the clever insight to the perfect metaphor and music, this ad always makes me smile, no matter how many times I watch it. It’s a brilliant and simple way to illustrate a complex feature with humor and elegance.
Amnesty International : Through the Eyes of a Refugee
This powerful and haunting ad puts you directly in the shoes of a refugee, offering a deeply emotional and immersive perspective on their experience. It’s a masterclass in storytelling, using visual and sound design to create empathy and provoke important conversations about human rights.
A work of mine that I think stood out in recent years
We created this film during the height of the Corona crisis and tried to capture the emotional tension of families separated by lockdowns, turning WhatsApp conversations into a family diary. It portrayed how the app became a lifeline, keeping families close in times of uncertainty while they could not be physically together.
