Antonio Bechtle ir dzimis Peru, bet pašlaik dzīvo un strādā Lietuvā – ir reklāmas aģentūras “Milk” radošais direktors un pasniedz radošuma kursu jauno reklāmistu skolā “The Atomic Garden Vilnius”. Iegūstot vairākus starptautiskus apbalvojumus un strādājot ar pasaulē atzītiem zīmoliem, viņš aizvien uzskata, ka reklāmā ir maz radošuma.
12. janvārī Antonio varēsim sastapt Rīgā, MĀRKETNĪCAS EKSPERTU DIENĀ, kur viņš runās par prasmīgu zīmolu komunikāciju.
Antonio, what is the most inspiring thing for you working as a creative?
Well, I have a degree in Literature, and I spent several years of my life (and keep doing it) writing and reading literature. So, for me, inspiration is defined as the moment when you find what to communicate and how at the same time. It's like a click that echoes in your brain. It's when something in the outside world becomes, for a millisecond, a flash that illuminates a hidden corner of the human essence. And once this happens, you have the need to communicate it. It's not because you want to, but because you have to. It burns inside you and it needs to come out.
Now, the way you take it out of your chest to be able to make it become a piece of art, that's a purely technical aspect: if you master the painting techniques, you will do a painting; if you master the writing technique, you will do a novel, or a poem; if you master the filming technique, you will do a film; etc.
In Advertising this kind of inspiration doesn't happen. Basically, because you are told what to say. Inspiration doesn't tell you. It comes in the shape of a brief, from the strategic planning department. So, it's all about choosing the right technique to communicate it. That's it. I think it's very technical. Creatively technical, if you want.
So, what I mean with all this (and to try to answer the question properly), if you ask me what is the most inspiring thing for me working as a creative, well, I would have to say that I don't find any inspiration working as a creative. Not at all. I find inspiration in the other side, in the side that has nothing to do with working as a creative. Inspiration is in the human being, not in its job.
I am personally addicted to try to discover every single dark patch of the human essence. It's a never-ending task. All the sublime subtleties of our mood, the conventions and how we go around them, or follow them in a plastic way, the connection that exists between all of us, how we can put ourselves in the shoes of a stranger immediately, to the point of shedding a tear... How we are all just one big organism that hates itself and behaves on a self-destructive way most of the times.
The only way I managed to work passionately as an advertiser is by forcing, in some way, the briefs I receive, and trying to sneak in one of these discoveries about the human essence that I have collected throughout the years. And I'm not talking about insights or any other stupidly simplistic term that some people like to say out loud to make advertising seem deeper than it is. I'm talking about very subtle shades of life, the inapprehensible feelings that we all share, but almost never can put in words.
You have said that technology has always influenced the advertising world, but it has never changed the creative spirit. How to achieve that?
Well, the creative work is all about finding different ways to use the tools you have available. This is done by applying certain techniques. You can increase or decrease the number of tools that you can use, but the creative spirit will remain intact. Technology is providing lots of new tools for creatives to use, which means that lots of new results and combinations are emerging from applying the old techniques to the new tools. But the creative thinking is triggered by the same old methods.
Why storytelling is essential for brands to have an effective communication?
Jorge Luis Borges wrote once, in a short story called "The shape of the sword": "When one man does something it is as if all men have done it". What he meant is that we are all connected. If somebody commits a shameful act next to you, you will, inevitably, feel ashamed, as if that person would be yourself.
In other words, human beings are made to identify with each other. We really can put ourselves in the shoes of somebody else, naturally, and feel for that person. When we hear the story of a person, we automatically grab that story, make it ours, fill ourselves with it, and then become that person for a moment, so that we really understand the other person's feelings.
Brands need to engage with their targets. They need to find a connection with them. So, by telling somebody's story, they are using this natural instinct in their advantage. They are, basically, making people feel identified with somebody that has a problem and can fix it by using their product or service. Once you felt it, it remains with you, and you even start having feelings for the brand, because it seems to "understand" you, being "you" not the real "you", but the person you were forced to identify with, using this technique.
Can you give a short introduction on your speech in MĀRKETNĪCA EXPERTS DAY?
I'll be very honest with you: I don't have it finished yet. I like to work on my speeches until the last minute. And the problem I always have is that, towards the end of it, I discover something interesting, and I change it totally.
Anyways, right now, what I can tell you, is that the speech is going around the use of feelings in the brand's communication in order for it to make it go from useful to loved. But, as I told you, it may change a lot later.