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Pubblicità Coca Cola amaia arrazola otaduy

What do Coca-Cola and Fiat advertisements have in common? Not only a red and white logo!

Amaia Arrazola Otaduy continues to astonish her admirers: collaborations with agencies on communications for the biggest brands (did you see her Coca-Cola ads?), plus book illustrations and murals on columns, buildings and gardens in her beloved Barcelona

After its initial phase of domination – up until the invention of photography – and a brief comeback in the 1990s,  illustrations are now once again of key importance to major advertising agencies’ creative strategies. We’re not talking about any old agencies, but about multinational agencies who every day analyse the communications of multinational corporation, agencies that develop Coca-Cola or Fiat advertising campaigns and release them via various publicity channels on their way to success.

Why this revival of illustrated advertising? Illustrations make it possible to create worlds that are crammed with meaning but also with surreal colours and shapes that would cost a fortune to transform into reality. At the same time, all the most important companies have undeniably turned illustration into a powerful means for touching their customers’ hearts and for transmitting their distinctive identities.

One artist immersed in this profession – long after her childhood declaration in the Basque Country “Mamá, Quiero Ser Artista” – is Amaia Arrazola Otaduy. After studying at the Complutense University in Madrid, and undertaking her first advertising experiences with the McCann Erickson agency in the same city, Amaia began a new professional chapter, working as a freelance in a co-working structure created by her and other artists in the polyvalent atmosphere of Barcelona: since then, she has collaborated with clients like Coca-Cola, Nobel, Movistar, Fiat, Bounce and Franke.

As is immediately apparent from her website, illustration and its use in advertising are by no means Amaia’s only activities: she has discovered the simple power of illustrations for children’s books, the importance of web infographics, the beauty of murals and a wide range of possibilities for creating artistic objects, including pottery.

In other words, she combines Coca-Cola ads with activities that demand other kinds of sensibilities, but which also inspire her and reinforce her status in the panorama of contemporary advertising.

She describes herself like this: “I love drawing, graphics, typographic work, pottery, embroidery, children’s stories, old objects, strange things, UFOs, unicorns, the yeti, the colour pink, and purple, the constellations, the right-hand side of beds, pizza, hamburgers, milkshakes and koalas. I have an imaginary dog.”

Make it Wonderful Franke

Born of a mind swarming with personal enthusiasms, the things she creates are simply… Amaia Arrazola Otaduy magic.

For an illustrator who began her career via a creativity competition, continuing to win with Franke and its “Make it Wonderful” campaign simply confirms her extraordinary innate talent.

What is her main source of inspiration? The answer is simple: everyday life. “I love taking my inspiration from the streets,” says Amaia “from a conversation, from children playing football or a couple of lovers kissing.” “It’s the details that make the difference”, she continues, “like the choice of colours, the right paintbrush or pencil. We have to try to make our work more wonderful every day!”

This is the spirit Amaia Arrazola Otaduy brings to her art, whether she’s thinking of a Coca-Cola advertisement or of any other of her creations.

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Summary
Article Name
What do Coca-Cola and Fiat advertisements have in common? Not only a red and white logo!
Description
Amaia Arrazola Otaduy continues to astonish her admirers: collaborations with agencies on communications for the biggest brands (did you see her Coca-Cola ads?), plus book illustrations and murals on columns, buildings and gardens in her beloved Barcelona.
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Franke Kitchen System
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