24 FEB 2022
Axel Aldana, MediaCom Mexico, tells us a little bit about himself with a touching tribute to his grandfather as well as his earliest experiences of advertising in this People First story in collaboration with GroupM.
My Grandfather was a very important person for me. He was an indigenous farmer in Mexico, very poor in terms of material issues but in terms of ideas, he was a very rich person.
He knew the power that all of us have as people to create things that can leave an impact positive on the world. I remember seeing my Grandfather, I remember putting a seed in the ground one at a time and from those seeds, after about 100/150 days, rows of corn stalks emerged. Finally that corn will be enough to feed even a whole village.
This made me realize the power of an idea. A small seed can even change an entire landscape and improve the lives of many people. I have indigenous roots living in a contemporary world and every day I try to mix these two worlds. It may be true I think it is really important and vital to see ourselves as part of nature, even as we use technology to make life more convenient and connected.
What I try to do with my work goes far beyond advertising, it is about proposing values that give respect to the environment that gives respect to diversity, to life, and use the power of creation to be able to change the world for something better. I am Axel Aldana. I am the Head of Creative at MediaCom, Mexico City.