After a year which has seen BBH's creative team Matt Fitch (above left) and Mark Lewis (above right) garner many well deserved accolades for their Guardian Three Little Pigs spot, the pair look back at the past 12 months and what it brought the industry, and forward to the next 12 and what we can expect.
How would you describe the last year, creatively speaking?
We think it was a decent year for the world of advertising but maybe not a vintage year. Having said that, there were some absolute gems – Droga5’s life-saving bandages, C4’s Meet the Superhumans and the St John’s Ambulance film from our own agency immediately come to mind. Those are all jealousy inducing pieces of work… so maybe it a more than decent year after all.
What have been your creative highlights of the last 12 months?
We’d have to say The Three Little Pigs and all the success it’s had. Oh yeah, and collecting the Audience Award at the shots bash – great party, but too many embarrassing pictures.
What’s been your own greatest achievement over the last year?
Walking on stage at Cannes to pick up a gold Lion for Film. We’ll never forget that moment, although we have forgotten pretty much everything else about Cannes – too much rosé will do that.
What excites you most about working in advertising at the moment?
The people we get to meet day in day out. In this job you’ll come across people from all walks of life - we’ve met Andy Serkis, twice! It’s frightening how much talent is out there, it kind of puts things into perspective, but it also inspires you and leads you to new and exciting projects and collaborations.
What do you think the key trends and developments of 2013 will be?
We think we’ll see more ‘non-advertising’ ideas like Droga5’s ‘Help, I want to save a life’ bandages. The potential for using our skills and resources to create things that can truly change the world is very exciting… it’s certainly something we’d like to do more of.
How pivotal a role will the economy play in the creative output of the coming year?
We’re sure it will have an affect in some form or another, but we don’t believe the effect will be too dramatic. We’ve had lots of work die due to lack of budget, and sometimes we’re told to keep the budget in mind when coming up with ideas (which we never do), but we’ve also seen some great, ambitious work and a positive attitude from clients that gives us hope for the future - the late nights we’ve worked in the run up to Christmas signals next year is going to be a busy one!
What’s your New Year’s resolution for 2013?
Mark: Be nicer to account handlers and planners.
Matt: Get in less dodgy drunken photos.
If you could give one piece of advice to the creative industry for next year, what would it be?
Be excellent to each other… and party on dudes.
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