From the Jury President's Perspective: Alexander Kalchev
Leading Eurobest 2023's Direct and Outdoor Jury
Alexander Kalchev, Creative Officer of DDB Paris and Jury President of Direct & Outdoor jury this year shares insights and advice.
What is the best bit of creative advice you’ve ever heard?
Learn how to be patient. Perhaps not a genius phrase, but it’s helped me more than any other advice over the last 20 years.
"There’s a million ways to solve a problem, but the simple and beautiful ones are the hardest to come by."
Alexander Kalchev
Chief Creative Officer
President Direct Outdoor
What moment in your career defined where you are today?
There’s not one specific moment. My career so far is a series of encounters with brilliant people who pushed my work further. But if I had to pick one it was the moment I took the creative leadership of DDB in Paris.
Is there a legacy piece of European creativity you’d like to shout about?
There’s a beautiful piece of work that came out a few years ago which is a brilliant mix of Outdoor and Direct. It’s for British Airways and it was called Look Up, featuring a kid that looks at a real plane as it passes by. The billboard then told you in real time which flight it was. It was a great use of invisible technology that provoked wonder and feels fresh even ten years later.
MAGIC OF FLYING | BRITISH AIRWAYS
OGILVYONE LONDON | GRAND PRIX DIRECT LIONS | 2014
How has European Creativity evolved over the last few years and what trends do you expect to see this year?
We’ve seen European creativity recover after the pandemic and even thrive. A lot of wonderful things have been happening, such as the return of well-written copy and humour. When it comes to direct, we’ve seen some great activation ideas that have shown new ways to add value to our clients’ businesses. This year I hope to see even more work that feels part of a bigger picture and not just smart tactical activations.
In your opinion, what creates the best conditions for creative success?
A benevolent organisation in which people are not afraid to be themselves and fail. More than once.
What does ‘creative excellence’ mean to you?
There’s a million ways to solve a problem, but the simple and beautiful ones are the hardest to come by. Strive to find the most elegant and simple solution to complex business problems. Don’t treat everything as if it were a nail.
What’s the most common piece of advice or feedback you find yourself giving your teams regarding reaching ‘creative excellence’?
It’s ok to be uncomfortable. It’s not OK to be complacent.
What’s the one piece of advice you would give to entrants entering work into the Awards?
Be honest. Be very specific with the way you share your work - Juries are always really interested in how things came to life, what obstacles you faced and how you overcame them. The context is as important as the solution.
Why does having your work benchmarked matter?
Beyond the recognition, every award show is a conversation. Be part of the conversation.
What’s the best bit of advice you can give to creative leaders looking to foster creative excellence in their teams?
Get out of the way for the good, be there for the bad.
Hear more Jury Presidents' perspectives
"Showcase the creative, cultural and emotional power in this work."
Emma Harman, Digital Craft and Social & Influencer Jury President for 2023 and Whalar's Global Chief Client Officer shares her views.
"There's been a resurgence of a kind of lightness and humor and having fun."
Hear from Tamara Greene, Managing Director, Global Brands, Havas Creative Network and Eurobest 2023's Brand Experience & Activation and Creative Commerce Jury President.
"If you think an idea is good, pursue that idea and fight for it"
We talk to Juliane Ellrich, Partner / Executive Producer, Zauberberg Productions, as she prepares to lead the Eurobest 2023 Film Craft Jury.
"Tap into who you are and experiences that have stayed with you."
Kervins Chauvet is Senior Creative at Wieden+Kennedy. With a background in the music industry in Atlanta, Georgia, he moved into advertising where his writing on racial injustice in America was the mainspring that premiered the Nike Equality campaign to the world. The evocative film was narrated by Michael B. Jordan, featured Lebron James, Serena Williams and other athletes.