12 Questions : 20 People – #10 Alvin Lim, Group Creative Director, DraftFCB Shanghai

12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in Singapore and Hong Kong, Christian Finucane and Jon Skinner met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, ’12 Questions: 20 People’ are being published in a series of blog posts on Campaign Brief Asia. The 10th interview is with Alvin Lim (pictured), Group Creative Director, DraftFCB Shanghai.

What’s the most exciting thing about working in Asia?

The energy. Look around the city – the people, the colourful lights, the music, strange looking buildings, art and the lifestyle are fuelled with energy. This is the kind of energy that gets you excited about everything. You just want to get out there to do the impossible.

What inspires you?

A great atmosphere or space filled with energetic and playful people.

How has social media impacted creativity in the region?

Social media is big in China. And big is underrated. It’s like Earth 2.0. It’s massively populated. If you study the engagement level of the users and the platforms that have been developed here in China, you can easily measure the level of creative opportunity you can have here. With this level of involvement, brands can stop telling the world about their boring TV work, pretentious documentaries, bad entertainment and start talking about what matters most.

What is the recent campaign everyone wishes they’d done?

Dove’s short film ‘Selfie’. The work is debuting at the Sundance Film Festival. But hey. Guess it’s not always about Cannes Lions.

Which clients are pushing the boundaries and how?

I would say, Oreo. The work for Wonderfilled, Daily Twist and Superbowl BlackOut put the cookie in conversation. The brand is also investing its creativity in leading edge digital platforms and getting a lot of attention at the award shows. It’s going to be quite an exciting brand to watch in 2014.

Are there any cultural ‘creative watch outs’ working here?

If you are a foreign creative talent, I would say that the Chinese are not as complex as you think they are. Don’t be afraid. Work with the right people. Make sure your work is inspired by a convincing Chinese insight followed by a clear plan. Just keep everything brilliantly simple.

Which Asian country is punching above its weight creatively?

China. Look at its progress before advertising creativity was even part of the conversation. Their creative success might have gotten lost amongst the news but it certainly not censored if you do a count at their wins at the award shows.

Why does creativity matter?

Because many of us refused to brush our teeth the same way everyday?

What makes the local industry different?

The rise of digital media and its excessively huge media market allow bigger thinking if you have one. And the buzzword these days is “China – Out!” which means the demand for creative work has to be an example for the rest of the “world” to follow. So therefore, I’m sure that there’s a bigger plan for the industry here than the rest of the markets.

Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?

Cannes Titanium. Because ladies love cats.

What is the creative issue that frustrates you the most?

Being around uninspired and unmotivated ad people. They are the worst compared to the most miserable client. They are the ones whom you have no clue to how they get past the agency’s security into their jobs. You’ll just run out of fuel trying to work with them.

What’s the biggest opportunity for creative people?

China’s speed to possibilities to creativity.

Photo caption: 12:20 Sydney Creative Partners, Jon Skinner (Left) and Christian Finucane.

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