We finally did it. We cracked Lürzer’s.
Lürzer’s Archive is known for being the ultimate compendium of the most creative advertising in the world. It’s a celebration of the craft. I’ve been thumbing through its pages since 2002, wondering if I’d ever have my work in there.
I can remember about twenty years ago, I had my first portfolio on the kitchen table with a Lürzer’s open next to it, and I thought: So, what makes good advertising, anyway? What are the big agencies hiring for? What do the smartest clients want? What kind of work just works?
Back then, I realized that there are a few paths to take. You can latch on to the style that the biggest brands use. You can mimic the advertising that’s winning awards. You can go through life just giving people what they want. Or, if you’re like me, you toil in the long shadows of a selective creative advertising publication, until you don’t look out of place.
Then, one day, in the Spring (2021) edition, we finally appeared.
The first campaign was for Homeless Veterans in Canada, the other for Shearwater’s Peregrine dive computers.
Both campaigns were with made with Vancouver advertising photographer Peter Holst.
As you can see, once we discovered the winning formula, we stuck with it.
