Lürzer’s Archive Vol 3 2022
EUR 18.90 ISSN 1727-3218 LuerzersArchive.com
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Contents
1
HELLO
4
THE SMALL PRINT
6
ECLECTIC
10 INTERVIEW David Raichman 16 PRINT WORK 146 CREATIVE LIVES Vivian Yong + Jody Xiong 153 FILM WORK 163 FOOD+DRINK SPECIAL REPORT Need To Know The Social Drinker The Global Bunfight Top 20 Searches 255 BACKDROP Classics Reviews Ranking
Painted by a trained AI with the concept of ‘David Raichman’
INTERVIEW
The revolution has already begun With a provocative expansion of a Vermeer masterpiece for Nestlé, Ogilvy Paris announced that AI (artificial intelligence) was more than ready to make a big impact on advertising creativity. But it gets a lot more disturbing than that, as we discover in talking with the agency’s Executive Creative Director David Raichman. He explains why and how we must embrace working with AI as a creative partner.
Vol 3/2022
10-11
373648
Print [18–145] Client Queer Britain Agency M&C Saatchi, London Lürzer’s Archive
Creative Direction Benjamin Golik Photographer Benjamin Golik
Vol 3/2022
16-17
PUBLISHERS, MEDIA
ARTE Campaign
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency KesselsKramer, Amsterdam Creative Direction Gijs van den Berg Art Direction Brenda Waegemaekers Copywriter Onno Blase
RETAILERS
CURRYS Campaign
See more of the campaign at luerzersarchive.com
Agency Abbott Mead Vickers (AMV) BBDO, London Creative Direction Jeremy Tribe, David Westland Art Direction Julia Merino Copywriter Ricardo Porto
Vol 3/2022
92–93
SOCIAL + ENVIRONMENT
REGION OF ATTICA Campaign
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency The Newtons Laboratory, Athens Creative Direction Giannis Sorotos Art Direction Vassilis Papadopoulos, Markella Plianthou
Copywriter Ioanna Krioni, Dionysia Lampadariou, Dionisis Giampanas Illustrator Panagiotis Vassilatos
BFU - BERATUNGSSTELLE FÜR UNFALLVERHÜTUNG Campaign
Agency Ruf Lanz, Zurich Creative Direction Markus Ruf Art Direction Isabelle Hauser Copywriter Markus Ruf Digital Artist Lorenz Wahl
See more of the campaign at luerzersarchive.com
Vol 3/2022
112–113
CREATIVE LIVES
Wondering in other worlds For an insider’s track on Shanghai, we asked Vivian Yong, Executive Creative Director of W+K Shanghai, to discuss with Jody Xiong, founder/director at The Nine Shanghai, how they think and thrive in mainland China’s biggest and most international of cities. Lürzer’s Archive
Left page: Vivian was born and raised in Hong Kong, which helps explain why she speaks three languages fluently. Her career began in 1999 at M&C Saatchi, Ogilvy and then McCann Erickson. Her desire to experience cultural difference took her to London for postgraduate studies and then she became a writer on UK art and culture. She joined W+K Shanghai in 2012 and stepped up to ECD in 2017. She has created influential integrated brand ideas for major international brands such as Nike, Ikea, BMW, P&G, Corona & HP Omen, and has also created impactful China-based campaigns for Tiffany, Levi’s & Oppo, which were adapted for global markets. Vivian was honored in Adweek’s Creative 100 in 2021, Women to Watch by Campaign Asia in 2021 and was the Greater China Jury Chair of the Andy Awards in 2022.
This page: Jody was born in Hunan Province. He graduated from Hunan University of Technology Business and the Central Academy of Arts & Design, and the New York Film Academy director class in China. He was digital director and visual artist for the Opening Ceremony of both the 2022 Beijing Winter Olympics and Paralympics. He worked as a creative director in leading advertising agencies for 18 years before founding his ‘creative lab’, The Nine Shanghai. He was named Top 12 Asia’s Most Awarded Creative Leaders in CampaignBrief Asia Creative Rankings in 2021, and is the recipient of over 500 creative awards and recognitions, including China’s first Gold Lions in Design. He was named one of the top designers by Forbes China and his works have featured in NY MoMA, TIME, Wired, Huffington Post, CANAL+, and many other media outlets. Vol 3/2022
146–147
Decoding the future FOOD + DRINK SPECIAL
Let’s assume, just for a moment, that geopolitical tensions ease. That energy markets stabilise. And that the pandemic continues to wane.
What, in this normalized world, does the future hold for creatives working on food and drink briefs? What buzzwords, doublespeak, jargon, or even, genuinely important language will strategists sprinkle through their documents and expect you to understand and convert into compelling creative solutions? We turned to the futurists at Mintel for an insight into the themes and memes likely to dominate between now and 2030. Here’s our take on their predictions. We hope it helps.
Lürzer’s Archive
Source: Mintel 2030 Global Food and Drink Trends
Activate Activism
Consciously Consume
A clever copywriter is no longer enough. Mere intent is no longer acceptable. As well as talking the talk, brands will increasingly need to walk the walk.
Gwyneth Paltrow and Chris Martin famously had a conscious uncoupling. Now consumers will consciously uncouple themselves from brands that fail to facilitate a more mindful approach to lifestyle and diet. They will instead support companies that make them feel better by just buying a product, knowing that they are making a small but important statement about environmentally friendly packaging and the use of precious resources in food production, distribution and retail.
Consumers will look for real, and meaningful, results-oriented activism. When it comes to important societal issues, they will expect your clients to be leading the way on environmental issues, ethical practices, public health and animal welfare. How committed a brand (and its marketing) is to these issues will ultimately determine the success or failure of a product.
left page: Digital artist David Butler, 200best Digital Artists 21/22 this page left: LIDL HELLAS, Dish Agency The Newtons Laboratory, Chalandri, Greece L[A] 2/2022 this page right: GOOGO GREEN Agency Ogilvy Group Thailand, Bangkok L[A] 2/2022
Vol 3/2022
170–171