Holger Paasch

Creative Director Holger Paasch features in the latest volume of Lürzer’s Archive for his work on VW Volkswagen Tiguan by DDB Moscow. He takes on this week’s Q&A.

How you got into advertising...

Through Techno actually. In the early 90s I had a techno project together with a friend when I got to know by chance that a local agency was looking for people from different pop cultural backgrounds. So, I began to freelance there to acquire a taste for it.

The most recent campaign I’ve worked on...

A Volkswagen Innovation campaign for an Automobile Show.

The best piece of creative work around at the moment is...

That’s hard to say as there is great new stuff being released every day. One thing that impressed me regarding its idea is the “Lichtgrenze” installation that commemorates the 25th anniversary of the fall of the Berlin wall. I love this idea of a border made of light that vanishes into thin air. Beautiful and thoughtful.

The next big thing in advertising is going to be...

The complete digitisation of out of home advertising and the need for precisely targeted personalised ads for it that interact with people and their digital devices and entertain, surprise and let you buy the product or service straight away as part of a brand experience.

The piece of advertising work I wish I had thought of is...

The “Get rid of cable” campaign for DirecTV from Grey New York. Hilarious. Over and over again.

The digital tool I couldn’t live without is...

iPhone, MacBook, Facebook, Google, Maps, Translator, LinkedIn, Amazon, Emulators for Classic Games, vintage computers and gaming consoles ...

In a film about my life, I’d like to be played by...

Depends on the final script. To be developed.

A word or phrase I overuse...

F***

My last social media update said...

“Nice one. VW Tiguan campaign published in new Lürzer's Archive” on Facebook.

VW Volkswagen Tiguan by DDB Moscow featured in Lürzer's Archive Vol. 5/2014

My dream collaboration is...

Shooting a movie with Wes Anderson and his favourite actors about life in an ad agency.

A piece of criticism I’ve received was...

That I am swearing too much.

The last piece of music I listened to was...

Neil Young – Psychedelic Pill

3 December 2014

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