Personalized advertising is big and getting bigger. Campaigns like »Choose Happiness« and »The story of us« are not only getting closer to people, but literally involve them in the story. How do you see this continuing in the future? Where can we go that we haven't been yet?
Advertising used to be a one way stream. Advertisers forcing up their products. It's annoying. You can't bother people with shit. People care about a good story. Authentic stories. Real stories. Stories that are really part of life. If you connect as a brand with a topic or a belief, people will be moved. Like Dove's real beauty campaign has been doing for years. That's how you create brand love. With Coke's 'choose happiness' campaign we gave people a voice. We tapped into pop culture with music done by artists that have a great story themselves and actually encourage others to choose happiness in their daily life. Make people part of the campaign and suddenly it’s less advertising.
Your work is known to go beyond the advertising, trying to change the way people live and think. Do you feel this comes as an obligation, knowing your work can have a big impact with so many people listening?
It shows the power we have as a creative industry. We can make people really be part of a movement or a way of thinking. I personally love a pro-social element in campaigns. If I can do it I will. It makes my work more valuable.
Appreciation of life and people around you seems to be the common theme of your work. Did campaigns you worked on affect the way you look at your life? Or do you also »wait until it's too late«?
'Why wait until it's too late' had so much impact because it came from DELA, a funeral insurance company. It's a universal thought that everyone in the world can relate too. When we came up with this thought we looked at our own lives and started to think what we think is important in life. I think what you preach in a way should always be part of who you are.
How much of your inspiration comes from your family?
I have three kids and two of them are teens that only absorb content on their phones. From Netflix to SoundCloud and YouTube. It tells me a lot on what’s going on and how difficult it will be to connect to the next generation for brands.
What is more important to you - what people think about your work or how they feel when they see it?
When it comes to our own Industry I’m not busy what others think about the work we create. What I mean is that you have to set your own bars. Make the work that you think is the right work. If it is that good it will stand out and get the recognition it deserves but that is the outcome and not the goal. I always want to feel the idea. I want to feel goose bumps and I want to feel it before it’s being made.
Then imagine what happens when it’s made.
What would be your message to Golden Drum delegates?
Get inspired and return from the festival making work that will inspire others.