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The Year in Creat Ivity 2019 Contents THE YEAR IN CREAT IVITY 2019 CONTENTS INTRODUCTION CHEMISTRY FCB Tim Nudd 3 Chris Breen 29 Susan Credle 54 360i COLENSO BBDO FCB TORONTO Menno Kluin ������������������������������������� 4 Dan Wright ������������������������������������� 31 Nancy Crimi-Lamanna 56 THE 3% MOVEMENT COSSETTE FORSMAN & BODENFORS NEW Kat Gordon 6 Peter Ignazi 33 YORK Cerra Buckholz 58 72ANDSUNNY NEW YORK CPB Justine Armour ��������������������������������� 8 Quinn Katherman ��������������������������� 35 GOODBY SILVERSTEIN & PARTNERS 72ANDSUNNY LOS ANGELES DAVID Rich Silverstein & Jeff Goodby 60 Keith Cartwright 10 Pancho Cassis 36 GREY ALTO DAVID&GOLIATH John Patroulis 61 Hannes Ciatti ����������������������������������� 11 Ben Purcell ��������������������������������������� 37 GSD&M AMV BBDO DDB NEW YORK Jay Russell 63 Nadja Lossgott ��������������������������������� 13 Derek Barnes ����������������������������������� 39 GUT ANALOGFOLK DENTSU JAYME SYFU Anselmo Ramos 64 Carren O’Keefe 14 Merlee Jayme ����������������������������������� 40 BARRETTSF DESIGN ARMY INTERESTING DEVELOPMENT Aryan Aminzadeh ��������������������������� 16 Pum Lefebure 41 Paul Caiozzo 66 BBDO BANGKOK DEUTSCH LA ISOBAR Suthisak Sucharittanonta ��������������� 17 Brett Craig ��������������������������������������� 42 Ronald Ng 67 BBDO TORONTO DEUTSCH NEW YORK JOAN CREATIVE Denise Rossetto ������������������������������� 18 Dan Kelleher 43 Jaime Robinson ������������������������������� 68 BBDO WORLDWIDE DROGA5 LONDON JOHANNES LEONARDO Greg Hahn ��������������������������������������� 20 David Kolbusz ��������������������������������� 45 Jan Jacobs & Leo Premutico ����������� 70 BBH DROGA5 NEW YORK JSM MUSIC Joakim Borgstrom ��������������������������� 21 Tim Gordon & Felix Richter ��������� 46 Joel Simon 71 BBH NEW YORK ENERGY BBDO LEO BURNETT Gerard Caputo ��������������������������������� 23 Susan Treacy ����������������������������������� 47 Liz Taylor 73 BETC PARIS ENGINE LOLA MULLENLOWE Stéphane Xiberras ��������������������������� 25 Will Gelner 49 Tomás Ostiglia 75 BURGER KING EP+CO THE MANY Fernando Machado ������������������������� 26 Con Williamson 50 Josh Paialii ��������������������������������������� 77 CACTUS EXVERUS THE MARTIN AGENCY Hailey Simon ����������������������������������� 27 Talia Arnold 51 Anne Marie Hite ����������������������������� 79 CAMPBELL EWALD FANCY MCCANN Jo Shoesmith 28 Katie Keating & Erica Fite ������������� 53 Eric Silver 80 MUSE BY CLIO THE YEAR IN CREATIVITY 2019 | 1 CONTENTS MERKLEY + PARTNERS RETHINK WIEDEN + KENNEDY PORTLAND Chris Landi 82 Aaron Starkman 106 Devin Gillespie & Heather Ryder 132 M/H VCCP THE RICHARDS GROUP John Matejczyk 83 Terence Reynolds �������������������������108 WORK & CO Chris Alden 133 MISTER SWEAT RPA Jeff Sweat �����������������������������������������85 Jason Sperling 110 WORK IN PROGRESS Matt Talbot 134 MOCEAN SATURDAY MORNING Michael McIntyre ��������������������������� 87 Geoff Edwards �������������������������������111 WUNDERMAN THOMPSON Bas Korsten 136 MOTHER LONDON SS+K Ana Balarin 88 Stevie Archer ���������������������������������112 YOUNG & LARAMORE Carolyn Hadlock ���������������������������137 MULLENLOWE TBD SAN FRANCISCO Tim Vaccarino & Dave Weist ������� 89 Rafael Rizuto ���������������������������������113 ZAMBEZI Gavin Lester 139 NORTH TBWA\CHIAT\DAY LOS ANGELES Mark Ray ����������������������������������������� 90 Renato Fernandez �������������������������114 OBSERVATORY TBWA\HUNT\LASCARIS Jae Goodman ����������������������������������� 91 Kabelo Moshapalo 116 O’KEEFE REINHARD & PAUL TBWA\MEDIA ARTS LAB Laura Fegley 92 Brent Anderson �����������������������������118 OGILVY TERRI & SANDY Leslie Sims 93 Terri Meyer & Sandy Greenberg 119 PEREIRA O’DELL UNCOMMON Rob Lambrechts ����������������������������� 94 Nils Leonard 120 POTENTIAL ENERGY Casey Rand ������������������������������������� 95 VAYNERMEDIA Adam Lock �������������������������������������121 PREACHER Rob Baird 96 VENABLES BELL & PARTNERS Will McGinness 123 PRETTYBIRD Georgie Greville ����������������������������� 98 THE VIA AGENCY Amos Goss �������������������������������������125 PUBLICIS HEALTH/SAATCHI WELLNESS VMLY&R Kathy Delaney 99 Debbi Vandeven ���������������������������127 PUBLICIS ITALY WALRUS Mihnea Gheorghiu 101 Deacon Webster 128 PUBLICIS NEW YORK WE ARE PI Erica Roberts ���������������������������������103 Alex Bennett Grant �����������������������129 RED & CO. WIEDEN + KENNEDY NEW YORK Mira Kaddoura 104 Jaclyn Crowley 131 MUSE BY CLIO THE YEAR IN CREATIVITY 2019 | 2 INTRODUCTION Tim Nudd INTRODUCTION THE YEAR IN CREATIVITY, 2019 These days, each year feels like 10, and so it was with 2019 But as ever, the best creativity has a galvanizing effect—bringing energy, and sometimes even hope, to what’s often an exhausting and gloomy time The changes in the ad business over the past decade-plus have themselves been wearying The proliferation of channels, the fragmenting of audiences, the rise of ad avoidance, the sudden overwhelming primacy of data—it’s all left creatives frequently bewildered at what felt like their own shrinking relevance But 2019, in some ways, brought a return to old thinking—with new tools Big ideas, craft and storytelling are back, but they’re arriving in ever more inventive forms And in a world still seemingly in freefall, creatives rediscovered humor, playfulness, even joy—retreating somewhat from the earnestness of the previous few years Some of the best work this year was weird, mischievous and just plain fun A good way to take creativity seriously is not to take it too seriously at all The daunting challenge of creativity unbound also felt more like a blessing than a curse this year Freed from the confines of typical ad units, some of the best ideas were let loose in the world, where they were embraced instead of avoided And the often baffling convergence of creative worlds—music, entertainment, sports, gaming—gave rise to wonderful collabora- tions across industries, rich in concept and execution Not coincidentally, clients are starting to realize anew the value of long-term brand building over short-term performance Hand in hand with that, they’re more inclined to find real purpose within their DNA instead of paying lip service to causes Unignorable ideas feel more rooted in something real Actions, not words, are ascendant And some intractable problems—in business and culture—feel slightly more within our grasp To close out 2019, we asked 100 top creative leaders to give us their thoughts on the state of creativity—to tell us their favorite work of the year, trends they find exciting, and predictions for next year Their optimism practically leaps off the page I’d like to thank them all for sharing their perspectives, and for leading the way with work that’s beautiful, thought-provoking, brand building and helps makes sense of an ever more confusing world Tim Nudd Editor in Chief, Muse by Clio [email protected] MUSE BY CLIO THE YEAR IN CREATIVITY 2019 | 3 360i Menno Kluin Menno Kluin 360i Chief Creative Officer PROUD OF I’m proud of the breadth of work we’ve produced this year that demonstrates our ability to do large-scale traditional work with high production value while continuing to bring conceptual thinking and craft to digital and social work The shoot we did for sports streaming service DAZN is a perfect example of this We worked with director Tom Kuntz and actor/comedian Tracy Morgan to (literally) blow up the fight game with a combination of humor and eye-catching explosions We also developed a lot of Game of Thrones work for HBO this year that brought our craft capabilities to a whole other level Our epic Oreo Game of Thrones collaboration was the perfect mix of craft and culture However, my favorite project of 2019 is our collaboration with New Orleans Tourism and Spotify, where we launched the first-of-its-kind “Offline Playlist” It was an idea that had its roots in digital and found its way to the real world It started with a simple Spotify playlist, featuring a dozen or so big-time NOLA musicians We then surprised followers of that playlist with an invitation to see the artists perform live in the iconic Preservation Hall This live concert culminated not only in fantastic content but in a once-in-a-lifetime experience for fans The live event is currently being developed into a full-length documentary to launch in 2020 Just an extraordinary project from start to finish JEALOUS OF As an art director, I always wanted to create a campaign that comes close to the visual language of graphic designer Robert Brownjohn London agency Uncommon recently created something that does just that, and I’m completely jealous of it They created a simple and almost old-fashioned print campaign that transforms family conversations into
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