Eduardo Tua is a copywriter and creative director from Caracas, Venezuela, who is now living in Chicago. In a guest post titled “What do creatives need?” Eduardo tells us why he has been collecting copies of Lürzer's Archive for 22 years. Can you help him find the missing issues in his collection?
What is the one thing us creatives need the most when taking on a project? Is a good brief enough? Is it simplicity? Something unique to say? Restless account people? A sizable budget, or better yet a fearless client? All these are definitely important things needed for great work to flourish, but there's one thing that comes first when we're hunting for that unique idea: inspiration.
Inspiration is a powerful thing. Inspiration is that invisible force that kick starts your creative juices and carries you through every great achievement. For me, inspiration is like oxygen. I have always been amazed by the power that inspiration has over people, especially the creative ones. A good read, a movie, a play, being in love or simply taking a bike ride through a different part of town can get us that twinkle in our eyes.
Those who try to find inspiration every day as part of their constant pursuit of better work would admit to having picked up an old Com-Arts or Lurzer's Archive magazine as an "inspiration shortcut."
I have. Actually I have been doing it for 22 years. Volume 1/1993 started my Lurzer's Archive magazine collection and it has been part of my advertising life ever since. It was with me when I was an intern at McCann-Erickson Caracas back home, when I joined Leo Burnett Chicago in 1999 and continues to be a great curated resource today.
But the magazine came out in 1984 and I have always been curious to see what those first nine years of inspiration look like. What ads made it in? Who were the first creatives featured? Wouldn't it be interesting to find out? I contacted the magazine a few years ago but they didn't have any back issues from those years.
So I'm starting a quest to find those missing issues. Maybe you can help me. Dig through your dad's old archives (no pun intended), maybe you'll find one. And if you do, please contact me so we can make the most stolen magazine in the world be the most shared one. Because good work comes when you're inspired, but the best work comes when everyone else is, too.
Take a look at Eduardo's work at eduardotua.com.
Can you help Eduardo complete his collection? Connect with him on LinkedIn.
9 September 2015
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