Defining Award-Worthy: Q&A with CD Lovisa Silburn Posted on


Creative director at MullenLowe Group UK, Lovisa Silburn on how winning awards can open up new opportunities and builds trust

Lovisa Silburn is the talent behind some of their most influential campaigns, including ‘We Are the NHS’, Britain’s most liked ad campaign of 2018, and the Truth Project, the independent inquiry into child sexual abuse.

Over the years she has also worked for DDB, O&M, Saatchi & Saatchi and Fallon Minneapolis, winning numerous creative and effectiveness awards at all the major festivals including Cannes, D&AD, The One Show, Campaign, Eurobest, British Arrows and the IPA.

In this interview with LBB, Lovisa shares how awards have helped shape her career and why you should never take no for an answer if you’re passionate about an idea.

Q> What does creativity mean to you in just three words?

Lovisa Silburn> THE BIG IDEA

Q> What is your advice for those wanting to break the mould, think differently, and create work that stands out? 

Lovisa> If you passionately believe in your idea, don’t take no for an answer and if they still say no, do it anyway on your own. Present it and give them no reason not to buy it.

Q> What makes a piece of work worthy of a Caples award? What will you be looking for when judging?

Lovisa> Something that moves me or makes me think about something in a way that surprises and delights me.

Q> How have awards that you have won in the past influenced or changed your career?

Lovisa> When you win awards, people trust you more. That leads to better briefs. The better briefs you get, the better work you make, the better work you make the better directors and photographers and designers you work with. The better people you work with the better you become.

Q> The Caples provide feedback on every entry. As a creative, do you find this helpful when creating future work? And would you wish there were more opportunities to hear from your peers as a younger creative?

Lovisa> Feedback is always good. What you do with it is up to you.

Q> What kind of work are you bored of and what are you hoping to see more of this year?

Lovisa> Scam ads. I’d love to see more real work for real clients.

Q> What was your favourite piece of work in 2019?

Lovisa> Viva La Vulva.