Advertising for People Who Don't Like Advertising

INTERVIEW WITH_{ERIK KESSELS.}

Erik Kessels is creative director and co-founder of KesselsKramer. Here, he talks mobile phones, bad hotels and pushing boundaries through collaboration.

MOBILE PHONES FOR A BETTER WORLD.

“As creative people, our job is simple: to search for unused ground… and then use it. This ‘unused ground’ can be found in execution, in ideas, a certain tone of voice. It’s anything that means escaping from the average, from the mainstream.

“You wish you could do it every day, make advertising for people who don’t like advertising, but you can’t. At most you find it only a few times a year.

“From our own work, Ben is a good example – a campaign where we found ‘unused ground’ within the telecommunications category. Not only did we ...