Out now: Lürzer's Archive Vol. 5-18

Vol. 5-18 of Lürzer's Archive is available now. It is the one with the Nike "Colin Kaepernick" cover taken from the hugely controversial campaign, which I talked about here. I was worried at first that the stir Nike's defiant action of selecting the former NFL player, who "took the knee" during the playing of the national anthem, might have died down by the time this issue of the magazine was coming out and its relevance diminished. It has not.

When selecting work for a new issue of the magazine I generally do not – and do not want to – know what agency is behind it. This intentional ignorance of mine means that I only select work that I for some reason am impressed by but not swayed by the size or heft of the agency, let alone the persuasive skills of their PR departments. There are, of course, some instances where I can't help being aware of where the print ad or film comes from but you'd be surprised how little I can remember of which agency is holding what account at the moment. In most cases, long-lasting relationships such as Nike and Wieden & Kennedy are the exception to the rule. I still think of Bartle Bogle Hegarty, London when I come across a new Levi's ad, of which there aren't many nowadays anyway, although the brand, after some 25 years with BBH finally moved on quite a few years ago.

At any rate, it is not rare at all that I am the one suprised when I find out which agency has created what campaign. Usually that is only after our art director, Christine Thierry, has done the layout of the new issue and the credits have been added.

Quite a big surprise, however, in regards to our latest issue was the amount of print campaigns, namely 11, that Y&R, Sao Paulo "landed" in Vol. 5-18. This number puts them at quite a distance to the other agencies represented this time. Instead of giving you the usual ranking by countries, I thought I'd list all the agencies that contributed to our latest issue, in alphabetical order. (The number behind the agency name refers to the number of campaigns in this issue, no number means a single campaign):

The creatives responsible for the Digital selection were, Rafael Segri and Kiko Mattoso, a couple of Brazilian ACDs, who both work at Saatchi & Saatchi, New York and were among those contributing to this year’s biggest winner at Cannes, namely the Tide campaign. The interview I did with them is titled You don’t settle for a good idea, you chase after a great one. They chose works by:

It is purely by co-incidence that the main interview, titled Photography has been evolving since the time it was invented, right at the beginning, is with one of the most venerated sports photographers of our time, John Huet. When we chose him for this issue’s interview, we had no idea that the cover would feature an ad for the brand he first made his mark with 23 years ago.

I hope you’ll enjoy the selection of ads we put together for you in this issue. Below, you can see a few spreads:

Client: Nike, Ad Agency: Wieden + Kennedy, Portland, Oregon