L&C
Advertising Agency
New York, USA
26/08/2024
Originally Posted on LBBonline
Rolando Cordova and Gian Carlo Lanfranco, co-founders and CCOs of L&C, speak to LBB’s Addison Capper about the global environment they’ve built to foster three consecutive years of client and Cannes Lions success.
After 16 years working together as creative partners and collecting industry accolades, Rolando Cordova and Gian Carlo Lanfranco decided to launch their own agency. Winning awards as founders of L&C—based in New York City with a production studio in Lima—has a different meaning for them. In just three years on the market they’ve achieved Cannes Lions recognition for three consecutive years, a milestone that reflects the global creative culture they set out to build.
Their notable wins include Dole’s Piñatex, which turned discarded pineapple leaves into vegan leather and earned a Grand Prix in Creative Business Transformation in 2022; AB InBev’s Nativa Meter, a low-cost rain gauge made from upcycled beer bottles to help farmers; and PetPace’s Animal Alerts, which used smart-collar data to warn communities about imminent earthquakes.
LBB> Three years since starting L&C in NYC, and three consecutive years winning in Cannes Lions! Congrats! How does that feel?
Rolando and Gian> From day one our ambition has been simple: make creativity central to everything we do. We admired agencies where the best idea, regardless of its source, was the priority. Ideas don’t come from a title—they choose you. Working at agencies with strong creative cultures taught us how to build that environment, so when we launched L&C our goal was to craft one of the most creative companies possible, committed to solving business challenges through standout ideas.
Cannes Lions is the global benchmark for inspiring and effective creativity. For a young independent agency like L&C to win Lions three years in a row, across different brands and categories, is both an honor and proof that prioritizing creativity yields work that resonates worldwide.
https://notube.lbbonline.com/media/665dc9eeced02c001a95eaec
LBB> What effect do you feel winning these Lions has had on the evolution and growth of L&C?
Rolando and Gian> L&C is an independent, challenger agency: we may not match the large network players in scale or every capability, but we compete where it matters—ideas and strategy. Winning top honours at Cannes with brands like Dole, AB InBev and PetPace validates our approach and opens doors. It shows prospective clients the level of thinking we bring and demonstrates our ability to deliver creative solutions that meaningfully impact business outcomes.
LBB> Tell me a bit about that growth and evolution – how has the agency changed in the last year or so?
Rolando and Gian> From our New York HQ and Lima production studio we now serve global clients across San Francisco, New York, Singapore, Amsterdam, Colombia, Mexico and Peru. Before founding L&C we worked across markets including Peru, Singapore, Amsterdam, Paris and New York, so building a truly global independent agency was always the plan. Today we are solidifying that reach and have built a multicultural team with creatives from Argentina, Peru, the United States, Guatemala, France, Brazil, Italy and more—bringing diverse perspectives into our work.
https://notube.lbbonline.com/media/62b3339d27be100013a064a1
LBB> What are your thoughts on how you keep up this kind of consistency?
Rolando and Gian> Consistency is essential for creative excellence and brand building. There are no shortcuts: you need relentless curiosity, hard work, and a love for the craft. That means bringing fresh thinking to clients regularly and not shying away from ideas that push them beyond their comfort zones. If an idea is easily ignored, it isn’t strong enough. For us consistency means returning to clients with something better every time.
Our record—Lions for Dole across multiple years, repeat recognition for AB InBev, and six trophies this year for PetPace—reflects how this consistent approach benefits clients and helps build long-term partnerships.
LBB> Tell me an anecdote and some background about your latest Animal Alerts idea from PetPace. It won five Cannes Lions this year, including Gold, Silvers and Bronzes!
Rolando and Gian> The idea began with a common observation: dogs often behave differently before earthquakes. Growing up in Peru, in the Pacific Ring of Fire, we saw this first-hand. When research began to support pets’ predictive behaviors, we realized PetPace’s smart collars—already collecting biometric and behavioural data—could be used to create an early warning system. We translated what might seem like an urban myth into actionable alerts by turning animal data into a practical public safety tool. The concept is straightforward but powerful: leverage unique product data to create real-world value beyond traditional advertising.
https://notube.lbbonline.com/media/642d47b239ac1b001a77dab6
LBB> Do you see any trends in each of the pieces of winning work? Or perhaps something about how each of them is actually unique?
Rolando and Gian> While each project is distinct, a common thread runs through our work: practical creativity that solves real problems. With Dole’s Piñatex we created a circular solution by transforming discarded pineapple leaves into vegan leather. For AB InBev’s Nativa Meter we repurposed beer bottles into affordable rain gauges to support farmers. For PetPace, we turned animal behavioural data into an earthquake warning system. These are not just campaigns; they are product and business solutions that also benefit society.
We support these innovations with communications and campaigns, but the core is ideas that change the way a brand operates and connects with its audience.
LBB> What do you feel these three campaigns demonstrate when it comes to the qualities and skills of L&C as an agency?
Rolando and Gian> The campaigns underline who we are: problem solvers who use creativity to craft new business models, sustainable solutions and product innovations. We think strategically and execute with honesty and ambition. Our canvas is wide—ideas can come in any form if they solve a client’s real business needs.
LBB> With these latest Lions under your belt, what are your big plans for the rest of 2024?
Rolando and Gian> We’ll keep doing the work we love—solving client challenges with dedication, creativity and optimism. As immigrants in the US, we value the different perspectives that shape our thinking and drive our belief that anything is possible. That optimism fuels us and inspires the innovative solutions we bring to clients. We intend to keep pushing, keep creating, and keep growing.