CHRISTIAN FRITSCHE
Based in Hamburg, Christian Fritsche has worked on campaigns for the likes of Mercedes-Benz, Audi, Daimler-Chrysler and Bosch. The copywriter and creative director says his dream collaboration would be with the creator of ‘The Adventures of Tintin’.
Image: Christian Fritsche was with Jung von Matt, Hamburg, for over a decade, before joining Kempertrautmann, Hamburg, in 2010.
At the moment I am working on...
Advertising campaigns. My bestselling book’s time hasn’t come.
The best piece of creative work around at the moment is...
Yulia Tymoshenko’s coiffure and the new album by Kreator.
I am inspired by...
Anybody whose social life is different from mine.
What got my attention at the last festival I attended is...
An eccentric TV commercial from Japan for Sunshine Sakae. I love the Asians for allowing themselves to do advertising that German creative directors keep telling their youngsters is silly.
Video: Sunshine Sakae "Dad's Love" by ASATSU-DK, Japan.
The best time to be a creative was..
I’m afraid I can merely offer you a German perspective here. I would say that this era is still to come. It will be the time when the higher complexity of processes and concepts that arose with the invention of the internet has become routine. Not until then will clients and agency leaders express a growing need for classic creative competence: the fine art of shaping a brand via the tonality of its appearance.
Looking at it from a consumer perspective helps to reveal another aspect: Consumers get more and more accustomed to brands offering them entertainment. They are no longer surprised by content that goes beyond the brand’s communicative message. However, they will intuitively evaluate the way that entertainment is brought to them.
The style in which it is presented, the art direction created around it and the language used to promote it. The nonchalance, or chutzpah, to communicate on such a high level agencies needs good creatives.
The next big thing in advertising is going to be...
Big money being spent. I look forward to an advertiser focusing a huge two-year budget on a single campaign.
The piece of digital work I wish I had thought of is...
In a film about my life, I’d like to be played by...
I’d love to see George Clooney struggling with it. (For Woody Allen it would be far too easy because he would just have to behave the way he usually does.)
In my industry, I admire...
My full respect goes to those who take great pains - illustrators, for example. But my admiration belongs to any grandmaster of efficiency. Those who succeed and save time. Those who win a client or a Lion or people’s hearts with a quick and genius thought or smartphone call. Beauty lies in the effort you don’t have to make.
My dream collaboration is...
It is a little sad I will never get to do a print campaign with Hergé as my personal illustrator.
In up and coming talent, I look for...
Both enthusiasm and realism.
A piece of criticism I’ve received was...
When a young creative told me that no one ever showed less emotional reaction to his work than I did. Sorry, mate...
The last song I listened to was...
“I Drove All Night” by Cindy Lauper.
Image: Beligian comic book artists Hergé and Jo-El Azara.
See Christian Fritsche's campaigns that have been featured in Lürzer's Archive here.
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