A Creative Tour de Force: Jurgen Krieger - Barcelona, Spain

The German-born Jurgen Krieger,44, is the executive creative director of Grey&Trace Barcelona. He has won more than 70 awards, including six Cannes Lions and a Grand Prix at Eurobest. Influenced by Bauhaus simplicity and Mediterranean richness, Krieger began his advertising career in 1989 as an art director at Tandem Campmany Guasch DDB. He rose to creative director, working on brands including Sony, Volkswagen and Estrella Damm.

In 2000, he took the top creative post at Grey&Trace Barcelona, where he has created award-winning campaigns for Nokia, Torres, Pilot, Honda, Borges, Indo, California Walnuts, Pastas Rana, Conservas Ortiz, Nicotinell, Maheso and Ajuntament de Salou.

- Where do you live?

10 Calle Santalo (the Grey&Trace office).

- Describe a perfect day with guests in your city

Breakfast at Cafe Zurich. A stroll along Les Rambles to the Mercat de la Boqueria to buy fresh seafood, vegetables and saffron to make paella at home. Siesta on Barcelona beach. Typical Catalan dinner at Senyor Parellada in the Born. Nightcap of cava in Espai Barroc at Palau Dalmases, a medieval palace close to the Picasso Museum.

- Tell us where you've chosen to be photographed and why

I've chosen a place I think reflects Barcelona's unpredictable, innovative and daring spirit - Picornell swimming pool. The high divers seemed to jump off the platform and into the city during the 1992 Olympics.

- Tell us about the ad you've chosen to feature on this page

The "Seascapes by M Torres" campaign. The inspiration for this creative came during a visit to a winery, when the client happened to refer to the vast "sea of vineyards" Torres owns. The campaign was designed to promote Torres' white wines internationally and uses the whimsical seascape visual metaphor to associate the wine with eating seafood. Spain represents sun and sea to many tourists, so why not accompany the fruits of the sea with the most delicious fruit on earth? Torres is one of the ten most recognised Spanish brands worldwide.

- List the three most inspiring things about your city

The people. For their creativity: think of Antoni Gaudi, Joan Miro, Joan Manuel Serrat, Quim Monzo. For their unconditional commitment: in 2003,1.3 million people from Barcelona took part in an anti-war demonstration. For their tolerance: 16 per cent of its inhabitants are foreigners who, like me, have chosen to live here.

- Give us a quote that encapsulates your city

"Oh, quam mirabile spectaculum!"

- Name a perfect place to brainstorm in your city

For difficult briefings, we go to an outdoor terrace in Placa Reial. For the impossible ones, we just slip on our Adidas.

- and to celebrate an account win

Salsa and mojitos at the Cuban hotspot Habana BCN until the sun comes up.

- to entertain a client

On a small budget: a calcotada - tender onions roasted BBQ-style and dipped in tangy almond sauce. On a big budget: Ferran Adria's El Bulli restaurant in Cala Montjoi.

- to kit yourself out

L'Escot surf shop.

- to go for a run

Vila Olimpica beach enables you to go faster and further. Carretera de les Aigues, which has amazing views over the city, takes you higher.

- How do you unwind?

By painting in my studio and windsurfing in Badia de Roses.

- What is your greatest extravagance?

Not being extravagant.

- Name one thing about yourself that might surprise others

My wife is still willing to put up with me after 20 years.

- If you were an ad, what would your strapline be?

Keep it simple.

- Finally, tell us the best way to ask for a pay rise in your country

Be talented. Dedicate your life to work. Win the trust of your clients, the respect of your boss and recognition at awards festivals. Appear on pages like this one. But if you are looking to make a quick fortune, go into real estate.


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