NICOLAS LAUTIER
At only 29 years-old, and with more than 60 International awards as well as recognition by the Top Ten Young Guns International Awards, Nicolas Lautier is now a creative director at Ogilvy & Mather Paris. Nicolas has worked with the agency’s iconic brands such as Perrier, Coke Zero and Jean Paul Gaultier.
I am working on...
Lots of different projects. For Cannes this year, I’m working on a cool digital campaign for Allianz (insurance company), a brand content idea for Ford (with a great creative team here: Charles-henry & Salome) and a Coke Zero Campaign. A big part of my work is also focused on a global platform for Coke and Nestlé.
The best piece of creative work around at the moment is...
Without any hesitation, the best creative work I’ve seen for now this year is the AirBnB campaign called “BirdBnb” from Pereira & O’Dell. Killer line “Every traveller deserves a home”. Beautifully executed: emotional, modern and unexpected.
This year I’ll be attending...
As will lots of Creative Directors and also because I’m French, I’ll obviously be at Cannes. It’s a time where you get inspired by the best work in the world. It’s also a week where you can recharge your batteries with motivation. As motivation is the fuel for creative, I can’t imagine not being over there with my partners Baptiste Clinet & Florian Bodet.
The next big thing in advertising is going to be...
The big thing is and will always be “ideas”. That’s the main thing that will always fuel great work.
In terms of trend, I think the big move that the industry is trying to do nowadays is to help brands shift from “talking” to “doing”. (Going from a classic advertising piece of work to product, design, services etc.)
I deeply think that by treating brands as real economic players that have a huge role in our society, we open the door of another creative territory that gives even more responsibility to our industry. For e.g, create new services, new design products, solving real society issues.
It sounds like a cliché but I think that with the amount of good creatives in the industry, a world changing idea will pop up. Everybody is waiting for a big change. This is the moment - we are just waiting for the idea to make it.
The piece of work I wish I had thought of is...
Wooow, there’s a lot of work I would have loved to do, really. Let’s state the obvious saying all the awarded work of Droga5. Also 'Beauty Inside' for Intel- a super emotional campaign based on a pure product insight.
I would have also loved to produce the Levi’s Odyssey film. For me, this is one of the most iconic films ever: poetic, emotional and pop culture.
And I will finish this totally incomplete list with a line “When the world zigs. Zag” for Black Levi’s. Just loved it.
Levi's "Odyssey" by BBH London
In a film about my life, I’d like to be played by...
Cheesy answer: I would say Dicaprio. But wait, I’ve got a good argument: when you have a look at his filmography, he’s not yet made a mistake. That would mean that my life would have been a great story to tell. But for now, the scenario isn’t good enough. I have lots of pages still to write.
A word or phrase I most overuse ...
Lots of work at this moment so I would say, “I'll call you back in a minute” (when answering my phone. That kind of minute is actually more like two hours.
My last social media update said...
Lots of work at this moment so I would say “I’ll be back in a minute”
A piece of criticism I’ve received was...
More often via text message: “Hey, you said you'd call me back in a minute?!”
The last piece of music I listened to was...
Nas - Affirmative Action.
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