互动中国专访:AKQA上海ECD——友汉 Johan Vakidis (CHN/ENG)

这哥们没人不认识吧?在奥美中国做了8年,两年前选择了AKQA作为他在中国广告事业的第二个落脚点。年纪轻活儿好中文佳,热衷于指导创意新血们顺利走上广告道路。

采访、编辑:Wayne Tai@Damndigital

(Damndigital=DM/Johan Vakidis=J)

友汉!你好!

DM:先自我介绍一下吧。

J:我把自己看成是一个整合创意者(integrated creative),但是钟爱Digital多一点。我热爱我的工作,这种热爱无时无刻不让我的作品变得更出色。

DM:这么年轻就达到了如此高位,拿奖拿到手软,你能告诉我们一些成功的秘诀么?

J:其实秘诀很简单。很久以前,当我被提升到能对公司的创意有一些发言权的位置的时候,我会尽我所能的challenge我的团队以及我自己,我永远想看在重重挑剔之下我们能做出的最好的作品是什么。

DM:你在之前那家公司呆了这么久之后,为什么会想到来AKQA?你觉得这家Agency的哪一点特质特变吸引你?

J:我一直很喜欢AKQA,它的很多高水准作品都让我觉得很赞。我觉得被他们邀请加入这个团队是一个相当大的荣耀,而且这样一个小而灵巧的digital agency正是我现在想要的。

DM:听大家说你中文着实不错哦,看来中国对你的吸引力不小吧,你觉得这个国家的哪种品质让你印象最深刻呢?

J:中国有一种由内而外散发出来的力量。这种力量让中国的一切都在飞速变化。我来中国工作的时候就发现在这片土地上什么事都可能发生,这让我始终保持警惕,并且督促自己不断进步。

DM:说到“中国元素”这个奖项举办到现在也有不少年了,你个人对这个奖项如何评价呢?

J:当我翻开“中国元素”的作品册的时候我完全能够感受到作品中本土的力量和文化的内蕴。不过“中国元素”这个概念以及其被表现的广告平台都在日新月异的变化,所以我认为“中国元素”虽然根植于传统,但进行一下现代的尝试将会让这个奖项更加出彩。

DM:你自己对“中国元素”这个概念是怎么认识的呢?你觉得如何才能把它完美的融入广告作品中?

J:通过视觉语言给受众带来更多的接近性体验。你可以用的很俗套,也可以把它运用的充满冲击力。我一直鼓励我的创意们挑战自己的极限,依赖已有的素材弄出一些全新的东西。

DM:你自己有什么作品中运用了“中国元素”么?如果有的话哪件是你最喜欢的?

J:我有很多有关农历新年的作品,其中很多我都记得,它们都包含了非常具有中国文化特质的元素,都非常有意思。(哥们儿你什么都没说啊。。。)

DM:我们了解到你一直担任One Show青年营的讲师和嘎纳小狮子的评委,看来你很关注这个行业新生力量的成长。可以和我们说说为什么么?

J: 我觉得这是我必须做的。很多刚入行的年轻人都没有准备好如何在这一行工作,这和这行的教育和行业现状有关。我们必须让这些年轻人知道的是:只要有好作品,不管你入行几年,就算你还是一个学生,你一样能出名。

DM:最后一个问题,你会去看一些本土的行业类资讯网站么?比如Damndigital?如果有看的话你对这些网站有什么建议么,哪些方面你觉得需要改进?

J:我在工作不忙的时候会经常浏览这一类的网站,当然也包括Damndigital, 坐在电脑前或者中手机,大概一周三次的样子。建议嘛。。。什么时候出英文版就好了。

 

Here below is the English version:

Hello Johan!

DM:Can you give us a self-description?

J:I guess the best way to describe would be as an integrated creative, with a soft spot for digital. I love what I do which makes me even more passionate for the work I create.

DM:As an award-winning creative guy and becoming a top ad-man in such young age, how did you approach to there? Are there any tricks you want to share with us?

J:So you want to know my secret? Its simple, ever since I was in a position in where I had a say over what the agency creates, I always challenged myself and my team to push the limits. Go beyond the boundaries of what can be done and… Just make it happen!

DM:Why do you choose AKQA after having served for you last agency such a long time? What is the character and strike that AKQA has, motivates you join it?

J:I have always been a huge fan of AKQA. I remember being inspired by the awesome ideas and flawless quality of the work coming out of AKQA. When I was invited to join, I was honored. I guess another motivation was to going back to a smaller sized agency with digital as DNA.

DM:You’re really good in Chinese right? Comparatively at least, so are you familiar with this country, and what do you think is the charm of China?

J:China has this power from within. It makes things move fast and makes people do great things. When working in China, I constantly feel that something will happen, good or bad but this keeps me alert, keeps me going, lets me be more ready for anything I might have to face. This energy in the country is inspiring.

DM:The “Chinese Element”has been held these years, any comment on it? Has it make a little bit affection in this industry? What do you think will make this event better in future?

J:Yes! Whenever I look at the book and see thework, I feel the local flavor and culture in advertising is quite beautiful. I also think that a modern approach on Chinese Elements in our industry is always refreshing and inspiring. I guess celebrating more digital and looking at Chinese elements with a non-traditional eye, but a more modern one could make it even more interesting.

DM:What’s your own understanding about the Chinese element? I mean both in spiritual, and how can we put the Chinese elements in our work to make it perfect if necessary?

J:To me, it’s a visual language that brings relevance to the audience. It could come across as been done before or as acliché, but to me when done well, this visual language can be extremely strong and beautiful. I encourage creative people to challenge themselves and create something completely new, but by using the classic elements. Create the newface of this visual language.

DM:In your career do you have some work that Chinese element within? Which one is your favorite?

J:I have done quite a lot of work centered around Chinese New Year in my career, some of those piece of work I still remembervery well today and they were extremely fun to work on as I learnt a lot about the visual language and culture.

DM:We acknowledge that you used to lecture for One Show Young Creative Workshop and is the jury of Cannes Future Lion, what makes you so interested to raising young babies for this industry?

J:It has to be done. Often the young babies come into the work force without the right weapons – simply not ready. This could be because of the education system or other factors, but the young kids in ourindustry need a chance to start famous. They need a chance to understand that you can be a celebrity even at a student level, as long as your work is strong enough.

DM:Last question, how many local industrial website do you often read? Is Damndigital included? If it is, is there any aspects we can improve more? We’re truly pleasure to acknowledge your advices.

J:I used to read a lot at work, but when I’m jammin’ at work, I don’t have much time to do so. Yes, I do read Damndigital and I think it is a great source of information. I catch up on my read at least 3 times per week both online and through mobile. I don’t have many suggestions because it’s already really good… Can it be in English as well? Hehehe.


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