FRED LEVRON
Fred Levron is executive director, creative director and head of digital and branded content at Ogilvy & Mather, Paris. The French creative is passionate about people and obsessed with ideas: “I have won a bunch of good awards, but still have the feeling that I didn’t crack the one idea that will make the difference. I am driven by frustration.”
Image: Fred Levron, Ogilvy & Mather, Paris
At the moment I am working on...
The next big thing (I hope) on Perrier – an idea that combines storytelling, gaming and innovation.
Coke Zero – an idea that will bring back one of the truly first web sensations. And a project that will change some people’s lives (I’m sure) for Google.
The best piece of creative work around at the moment is...
The Red Bull Stratos jump. It’s not an idea the way we consider it in advertising, but I’m fascinated by the way Red Bull is shifting.
I am inspired by...
I honestly don’t know I think it’s a state of mind. I feel inspired because I feel curious.
This year I’ll be attending...
MIPTV in Cannes - for finding new talent and reducing the gap between the TV content maker industry and the advertising industry. Also A3, because I’d love us to create more gaming ideas. I will also be attending Pop Tech - because technology is creativity.
The next big thing in advertising is going to be...
The ideas that change the conversation, that change people’s lives and that have nothing to do with advertising anymore.
The piece of advertising I wish I had thought of is...
Burger King’s “Subservient Chicken” from ten years ago. It brought the importance of putting the user at the core of the idea.
Nike+ was the first iconic idea that changed the role of the brands from creating product to creating product and service.
Also Rom – just to have the chance to meet up with the marketer who had the courage to buy it.
In a film about my life, I’d like to be played by...
James Franco. And people would say: “Why the f*** did they choose Franco to play Fred Levron? They should have cast Stéphane Plaza” (sorry, French joke ;)
In my industry, I admire...
Boldness: to make no compromise, to fight to death for our ideas, to never say “no”, to be frightened by what we are doing and boldness to stay in that business.
My last social media update said...
“To everyone. You might have understood easily, Baptiste highjacked my Facebook account while I was peeing (again). So no thank you I’m not selling my washing machine for 20euros. And no you’re not invited to call me on my personal number to close the deal.”
My dream collaboration is...
Rob Reiner at the time he did Spinal Tap – the first iconic movie in my collection.
In up and coming talent, I look for...
People not coming from the ad industry, such as the inventor, hard core gamer designer, or the person that creates TV series scenarios.
A piece of criticism I’ve received was...
My wife: “You always leave the spaghetti too long in the water.”
The last song/piece of music I listened to was...
At the time of writing - The Definite Otis Redding. It gives me the feeling of being naked in front of a fireplace and lying on the skin of a beast, holding a bottle of champagne. Even when I’m typing a Lürzer’s Archive interview at my desk. Fascinating.
