Finding Fascination in the “Surprisingly Simple” Ideas
The most valuable lesson Benjamin Merkel has learnt is to “keep it stupid simple” because that’s when fascination follows. The executive creative director at Leo Burnett Germany used this motto when it came to working on Samsung’s ‘The Spider and the Window’ campaign, as well as every other project he’s encountered.
Channelling the words of Leo Burnett, he believes in reaching for the stars, taking risks and keeping his eyes open to understand the world better. Though it was originally sports journalism that Benjamin believed he would go into, when he discovered the copywriter role during an internship, the industry had captured his attention and swayed his plans. As he’s continued to evolve and adapt over the years, he’s always held a fascination for digital technologies and social media platforms, to weave storytelling into those elements.
With plenty of experience under his belt, Benjamin sits down with LBB’s Nisna Mahtani to share his journey and why “innovative solutions, positive vibes, and humour” are saving the day.
LBB> A good place to start is at the beginning! When did your career in advertising begin and how were you first introduced to the industry?
Benjamin> I have consistently excelled in writing and storytelling, rather than in applying mathematical algorithms or memorising formulas. This is why I initially aspired to become a sports journalist and pursued a study in sports science and sociology. While I was studying, I worked in a bar, and a regular customer offered me an internship in strategy at Young & Rubicam Frankfurt. However, it was there that I also discovered the job of a copywriter and found it all quite cool: writing funny things, thinking outside the box, strategic thinking, making ideas in flip-flops, brainstorming in a team – and getting paid for it. How great is that?
Shortly after, I applied for a job as a copywriter at a smaller agency and got the job, partly because the agency owner found my email address so amusing: mistermojito@yahoo.de. I, in turn, found that endearing, and that's how I finally ended up in advertising – welcoming the team with Mojitos, of course.
LBB> In the early days, what were some of the valuable lessons you learned and still keep in mind?
Benjamin> What I still try to hold onto is: Keep it stupid simple. I have always believed that surprisingly simple ideas are the most fascinating. When everyone understands them, when everyone can laugh about them, when everyone can empathise with the situation. It's hard work that looks so easy in the end. And, to quote my current employer Leo Burnett: "When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either." That's another truth: as a creative, you must always start from scratch, take risks, and walk through the world with open eyes.
LBB> Are there any formative pieces of work which shaped your career? Could you share a little about the project with us?
Benjamin> From simple newsletter texts to films winning the coveted Cannes Lions – every project has propelled me forward and allowed me to grow. However, I have always engaged with digital technologies and social media platforms, consistently attempting to intertwine storytelling and creativity with them.
One project where we succeeded particularly well was the #ZeroFollowers Twitter stunt for the racing version of the Fiat 500, the Abarth, in 2012, coinciding with Twitter's launch in Germany. The idea was to create a Twitter profile for this small racing car that users couldn't follow. It sounded smart but was anything but easy in execution. The hack went viral, and people worldwide attempted to follow the Abarth. We had to purchase server capacities on all continents to handle the influx. In the initial days, we even worked night shifts and manually blocked followers at times to prevent Fiat from facing a PR disaster.
LBB> Of course, a recent piece of work you were involved in was ‘The Spider and the Window’. What was the process behind that and what was the most rewarding part of the process?
Benjamin> We received a briefing from Samsung that every creative dreams of: ‘Do something out of the box for the new flagship phone and its camera. A film would be great. Budget doesn't matter for now.’
We got the product, and what stood out were the five lenses of the camera. The association with insect eyes was obvious. Eventually, the ‘Spider’ script landed on the table. It was just two sentences and the payoff. Everyone knew the spider could become a star. And then many things came together that led to success: a bold client who sold and pushed it internally, the right production team, perfect directors, fitting music, great CGI artists, and more.
The most beautiful moment was when the spider brought the entire audience at the Palais in Cannes to laughter on the big screen. According to some jurors, that was one of the reasons why it not only received Gold in Film Craft but also triumphed in the Film category with a Gold one.
LBB> In terms of your expertise in the digital and social side of things, what are some trends you believe will take over the 2024 market?
Benjamin> AI has come to stay. It will be fascinating to see how the industry will continue to evolve because of it. Especially, AI embedded in services, Mobile AI, and virtual influencers will be topics that will keep us busy in the coming months.
And then, for us creatives, there is always the timeless trend of telling good stories that move people, making them laugh or cry.
LBB> Are there any brands, businesses or people that you look to for inspiration in the digital landscape?
Benjamin>I couldn't name a specific brand or individual. In our industry, there are so many great creatives and legends whom I follow to see how they perceive or approach things. Other sources of inspiration for me also include artists, athletes, or musicians who set new trends. Otherwise, I'm naturally interested in what the major brands in the tech, sports, finance, and fashion sectors are up to and planning.
LBB> Specifically looking into the German market, what are some of the topics that people are keen to hear more about at the moment and how do you bring that into your work?
Benjamin> Germany is currently going through a challenging phase, and the mood in the country is low: inflation, a shift to the right, and a long, grey winter. Therefore, it is more important than ever to be creative and try to inspire people and turn the mood around with innovative solutions, positive vibes, and humour.
LBB> As AI continues to be a big development across the industry, what are some of the ways in which you’re using it to automate processes?
Benjamin> We are currently working for the world's largest smartphone manufacturer, which aims to make AI accessible to everyone. Therefore, the topic is omnipresent in our agency. We are constantly dealing with new AI-based features that need to be creatively communicated. Increasingly, we are using AI to assist us in this process, especially in the visual realm and for creating catchy presentations – AI proves to be invaluable as a tool.
LBB> Where do you find your personal creative inspiration? Are there any hobbies or interests in your spare time which support this?
Benjamin> Hmm, actually, it's the usual: visiting exhibitions or gallery openings, attending events, parties, and above all: travelling. And there's one more thing: I love observing people. In cafes. In stadiums. On the streets. And especially at airports. How they behave, what they're wearing, how they move, etc. Somehow, I enjoy that.
LBB> Creatives often have many, many extracurriculars. Aside from work, where do your passions lie?
Benjamin> I originally wanted to become a professional tennis player. Obviously, that didn't work out. However, I still play at a decent level and enjoy spending my free time on the court. It's the perfect way for me to tune out everything else. Who's up for a match?
LBB> If you could give your younger self one piece of advice, what would it be?
Benjamin> To once again quote the wise words of the great Leo Burnett: “Make it simple. Make it memorable. Make it fun to read.”
So, hope you had fun!
