Updated: Nov 23, 2021
Now this is it. We're starting a new column on our fantastic blog, just for the sake of variety. Creative Close-Up (aka: CCU) is going to feature various people from the international field of creative industries. We're trying to get to know their backgrounds, their inspirations, their takes on creativity, on advertising, on "life" – and other mundane things. We hope these articles are going to be instructive, educational and fun to read. And yes, these texts will be in English, for certain technical reasons (i.e. convenience and practicality mixed with laziness to translate them into Hungarian).
We kick off our series with André Felix, Global Creative Director at WhatsApp.
Before he joined WhatsApp's Creative X team as Global Creative Director, André Felix worked for various agencies like Havas Digital, TBWA, The Walt Disney Company, J. Walter Thompson, Zimmerman (Omnicom Group) and Loducca (Omnicom Group). During his years in advertising he collected over 200 awards from various shows like Cannes Lions, The One Show, D&AD, CLIO, LIA, The Webby Awards, Effies, and many more.
André has worked alongside Dell, Microsoft, Yahoo!, Vodafone, Coca-Cola, Disney, Nissan, Mazda, Citroën, AirFrance, L'Oreal, Nestlé, and Pirelli. He's passionate about creating meaningful work of enduring value – work that makes an unforgettable contribution to people’s lives, big or small. He considers himself "a multidisciplinary madman focused on concepts, product design, and interactive experiences".
Advertising Chronicles asked André some silly and serious questions to learn more about his backgrounds, his inspirations, his personal philosophy. That's what Creative Close-Up is all about, eventually.
AC ››› Where were you born. And why? André ››› I was born in Brazil. To be more accurate, in the favela Vila Cruzeiro – the same favela where the soccer player Adriano „the Emperor” was born. I lived there until I was 15 years old.
What was your first encounter with creativity? My first date with creativity was when I wanted a new remote control car. But at the time, I couldn't have it due to our financial situation, so I had to build it with oil cans from my kitchen.
If you had a time machine, where would you travel? Why? Mesopotamia, 2330 AC. Because it was the cradle of human civilization.
What is most important lesson you want to teach your son/daughter?
To be more human and to respect others.
What was the most important lesson you learnt from your mother/father? To always work hard, so I can buy the remote control car I want.
How did you get into advertising? My first experience in advertising was at a small agency that used to sell job classifieds. My job was to do art direction for ads for companies that wanted to hire executives.
Where do you get your inspiration from? From the streets… I love to live human behavior to the fullest and observe habits that allow us to transform insights into powerful ideas filled with truth.
What's your creative project you're most proud of? Meeting Murilo, for Huggies.
What do you consider a milestone/defining moment in the history of advertising? The very first ads with commercial purpose that were created and published in British newspapers in 1650.
The most boring thing in the world? Having an idea reproved without any feedback on the reason for its disapproval.
Who's your favourite hero of fiction? Sherlock Holmes. I love his deduction capacity, his brains and his mood. I love pretty much everything about him.
Sweet or salty? Elvis or The Beatles? Beer or wine? Sweets, Elvis and Beer.
Your favourite brand? Apple.
The greatest invention in the history of mankind? Batteries. Nowadays we would be nobody without them.
What's the most beautiful word? Yes, one WORD.
What's your favourite traffic sign? I love the traffic sign from Berlin, and even more because it’s a brand that became a product.
What has the Covid-quarantine taught you? We can find a balance between work and family and still conciliate both without jeopardizing our productivity.
Finish the sentence: For me creativity is...
...Living life to the fullest.