Step into the world of Leonardo Aravena, a storyteller whose narratives are imbued with an uncommon depth that transcends the ordinary. This Chilean copywriter has spent more than a decade weaving narratives that do more than merely capture attention—they linger, stirring emotions and moving audiences around the globe through campaigns for brands of international reputation. His journey through the creative realm has been shaped by passion, precision, and an unwavering belief in the power of words to influence both perception and reality.
A Tale of Beginnings
From the moment he stepped into the world of advertising, Leonardo showcased an innate talent for distilling a brand’s essence into words that resonate deeply with their audiences. His early years at VMLY&R Santiago served as the crucible where his abilities were honed, working with national brands like Unimarc Supermarkets and Lotto National Lottery. During this time, Leonardo crafted texts that not only encouraged engagement but also left a lasting impact, ultimately leading his team to earn highly sought-after awards, including a Grand Prix at the Chilean Advertising Association Awards and a Bronze EFFIE Chile Award—both well-respected honors in the industry that celebrate creativity and effectiveness in marketing.
But Leonardo’s cutting-edge skills took VMLY&R Santiago’s campaigns even further, earning bronze and silver medals at El Ojo de Iberoamerica, one of the most significant advertising festivals in Latin America and the Spanish-speaking world. His contributions transformed VMLY&R Santiago’s campaigns into something exceptional, affirming his status as a copywriter capable of generating powerful messages.
In the hustle of these early years, Leonardo became more than just a copywriter; he became a voice that brands turned to when they needed to tell a story, not just sell a product. His campaigns were more than advertisements—they were stories that people remembered.
Becoming a Leading Voice
As his creative journey continued, Leonardo’s path led him to BBDO Chile, an agency that had briefly hosted his talent right out of college and that now sought his narrative and creative expertise for brands that shimmered with authenticity and originality. Under his influence, BBDO Chile’s clients became more than household names—they became part of the cultural fabric.
His time at BBDO Chile proved to be transformative, working with illustrious names like Banco de Chile, Lotto National Lottery, Dove, Sedal, Pepsodent, Pepsi, Gatorade, and Visa. Here, Leonardo crafted experiences that sparked conversations and fostered connections, earning him and his team coveted accolades such as the ACHAP Award, EFFIE Chile Award, and El Ojo de Iberoamérica. However, his highest achievement came with a Bronze Cannes Lion, one of the most prestigious honors in the global advertising and creative communications industry.
Evolving the Narrative
Leonardo’s career is defined by his ability to evolve, to take on new challenges, and make them his own. His time at Kinderlab was no exception. There, he brought his distinctive voice to campaigns for Dove, Mobil, Pepsi, Gatorade, Imperial Beer, Weber Grills, and Tricolor, leaving his mark on brands that became synonymous with everyday life. His work went beyond selling products; it was about forging a genuine connection between brand and consumer, between message and meaning.
But it is in his most recent role at AldeA Santiago that Leonardo’s artistry has truly flourished. Since the spring of 2023, he has been the creative force behind the new communication strategies and campaigns for BancoEstado and the National State Bank of Chile. In this role, Leonardo has done more than simply write text for campaigns—he has redefined the very tone and style of these venerable institutions, creating brand storytelling that feels as personal as it is powerful. His work on the “Support” campaign for BancoEstado, which won Gold in the Film Category at the ACHAP Festival of Creativity, stands as a testament to his talent for breathing life into even the most traditional brands.
The Art of Copywriting
Leonardo Aravena’s career is a masterclass in the art of storytelling. His work captivates, transforming ordinary campaigns into extraordinary experiences. Whether lending his voice to a national bank or crafting the identity of a global brand, Leonardo’s words do more than sell—they resonate, leaving a trace of something intangible that lingers like a half-remembered dream.
In an industry that often chases trends at breakneck speed, Leonardo’s work is a quiet reminder of the enduring power of a well-told story. His legacy, though still unfolding, is already intricately woven with creativity, passion, and an unyielding devotion to the power of words.
The secret to his copywriting isn’t found in flashy slogans or clever quips. It lies in his ability to translate human emotions into words that transcend their commercial purpose. It’s about recognizing the subtle threads of shared experience and weaving them into narratives that are as authentic as they are captivating.