Gustavo Lauria

Gus is the Co Funder, CCO and President of We Believers.Under his creative leadership, the agency has won over 400 international major awards, including 2022 Independent Agency of the Year at Cannes, 2023 Independent Agency of the Year at Clio’s, and Creative Agency of the Year based on the Adage ranking.

Throughout his career, Gus has focused on creating advertising that transcends traditional boundaries, striving to build brands by making a tangible impact in people’s lives and the world. He is one of the most recognized professionals in our industry in the sustainability world, and in 2024, he was the Jury President of the UN Sustainable Development Goals category at the Cannes Lions International Festival.

Gus is the creator of the ‘Edible Six Pack Rings.’ This innovation not only garnered several major awards but was also recognized by Fast Company as a ‘World Changing Idea.’ It was one of the five solutions chosen by National Geographic in the global fight against plastic pollution. He is currently a board member of E6PR, the company that produces and distributes these rings, which have already been adopted by Corona, Guinness, and over 400 breweries worldwide.

Working with biologists specializing in livestock feed, he led the creation, development, and launch of Burger King’s Cows’ Menu. This initiative aimed to reduce methane emissions from cows’ digestive processes.

One of the biggest highlights of his career is ‘Corona’s Plastic Fishing Tournament.’ This global sustainability effort, developed in nine different countries, invited fishers to collaborate with major recycling companies to fish for plastic instead of fish. This initiative led to seven countries legally recognizing fishing for plastic as a formal practice.

Gus, along with his team of believers, has also created multiple award-winning campaigns focusing on inclusion and equality, such as ‘Native Broadcasters’ and ‘Non-Artificial Mexico.’

In the end, he works every day as a creative writer, hand in hand with clients, to do the best work of his career every year.