Campaign Creativity
September 21, 2017
Welcome to the Campaign Creativity bulletin, bringing you the best in commercial creativity over the past week.

Mario Testino overturned all my expectations. I thought that as a legendary fashion photographer, he might be a bit pretentious – but he said the purpose behind his creativity is to serve others. I wondered if, after years in the industry, he would be resistant to changes in publishing and technology. But he was open and curious, saying digital had been “a gift, a new door”. 

The highlight I’ll take with me though was about his early career.  He told me about a time when he was less sure of himself and tried to emulate other photographers, until a creative director suggested he stick to his own style. 

“Whenever I’ve tried to be somebody else, it doesn’t work,” Testino said. “It’s funny how you think that if you try to be something else that you admire, you might be better off. But nobody else can be you.”

Read more from my conversation with Testino here. Also in this bulletin, Droga5 London’s creative chief David Kolbusz goes meta and wonders why he even agreed to write a column for me. But like Testino he has some great advice for creative people.

-Brittaney Kiefer, creativity editor, Campaign

 

How Mario Testino found a new lens
How Mario Testino found a new lens

Brittaney Kiefer

The legendary photographer has tapped a new creative vein through his use of Instagram. He talks to Brittaney Kiefer about his digital addiction, the danger with youth obsession, and how he discovered his creative voice.

 
Why creative people have lost their way
Why creative people have lost their way

David Kolbusz

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

 
 

The industry's view

Private view: How to make a snowball (with Iain Tait and Andy Jex)
Private view: How to make a snowball (with Iain Tait and Andy Jex)

Wieden & Kennedy ECD Iain Tait and incoming TBWA\London creative chief Andy Jex review work from Nike, Always, Channel 4, Honda, Airbnb, KFC, Ikea, Secret Escapes, McCain and Toyota.

 
 

Latest Work

H&M "H&M womenswear fall fashion 2017" by Adam & Eve/DDB
H&M "H&M womenswear fall fashion 2017" by Adam & Eve/DDB

Naomi Campbell knew all the words to Wham!'s Wham Rap! by heart when she arrived on set to shoot H&M's autumn/winter fashion campaign.

 
Asos "Go play" by Somesuch
Asos "Go play" by Somesuch

Asos' vibrant film introducing its new makeup range also heralds a fresh directing talent to watch: Raine Allen-Miller, who was a creative at Mother before signing to Somesuch.

 
Pick of the week: Marmite gene project will get lovers and haters talking
Pick of the week: Marmite gene project will get lovers and haters talking

Brittaney Kiefer

Brittaney Kiefer thinks Marmite's campaign will get people talking.

 
Absolut "One night" by BBH London
Absolut "One night" by BBH London

In a turbulent political climate it might seem idealistic to claim creativity can change the world, but Absolut has never been a brand to quiet its point of view.

 
Lululemon "Strength to be" by Virtue Worldwide
Lululemon "Strength to be" by Virtue Worldwide

Lululemon's first-ever men's campaign portrays alternate definitions of strength and masculinity.

 
Heineken "Share the drama" by Publicis Italy
Heineken "Share the drama" by Publicis Italy

Heineken's Uefa Champions League campaign illustrates the drama of football through three Hollywood-style spots.

 
Adidas "Creativity gets you noticed" by 72andSunny
Adidas "Creativity gets you noticed" by 72andSunny

Creativity can be the differentiator in getting an athlete noticed, according to a new fast-paced Adidas ad by 72andSunny.

 
Habito "Algorithm" by Who Wot Why
Habito "Algorithm" by Who Wot Why

Who Wot Why made the first coded algorithm TV ad for Habito, an online mortgage broker.

 
Dreamies "Best friends" by Adam & Eve/DDB
Dreamies "Best friends" by Adam & Eve/DDB

We won't ruin the twist at the end of this ad for the new Dreamies Deli-Catz treats, but it's what you would expect from an ill-fated friendship between a cat and a chick.

 
ClientEarth "Poisoned playgrounds" by BMB
ClientEarth "Poisoned playgrounds" by BMB

BMB made an eerie film for ClientEarth in response to the government's new Air Quality Plan, which the charity claims is inadequate.

 
CALM "Suicide notes" by Adam & Eve/DDB
CALM "Suicide notes" by Adam & Eve/DDB

CALM (The Campaign Against Living Miserably) ran a powerful press campaign for National Suicide Prevention Day on Sunday.

 
More
 
Pure TV brilliance from TK Maxx: The Thinkboxes Awards for TV ad creativity
Promoted
Pure TV brilliance from TK Maxx: The Thinkboxes Awards for TV ad creativity

Meg Carter

'Why Would Anyone Shop At TK Maxx?', created by Wieden & Kennedy, is the latest winner of the Thinkboxes award for TV ad creativity, voted by the Thinkbox Academy.

 

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