Izmael Crespo: “Advertising Can Be About Enjoyment, Not Interruption”
A melting pot of the south-east, Hong Kong’s advertising landscape is characterised by diversity and creativity, often bringing disparate sub-cultures and traditions together to connect people.
Hailing originally from Columbia, Izmael Crespo, DDB Hong Kong’s newest creative director, is bringing ten Lions’ worth of experience to the melting pot.
Izmael’s global experiences and unwavering belief in the power of ideas make him an inspiring figure for young creatives aiming to make their mark in the industry. He delves into his unique approach to infusing creativity into work and daily life, the intersection of gaming and advertising, and the success of the award-winning Corona Lime campaign.
LBB> You've recently moved to Hong Kong from Colombia, bringing an extensive list of accolades, including ten Lions. How will you infuse your creative energy into the Hong Kong advertising scene?
Izmael> As creatives, at work and in daily life, we tell stories all the time. We often need to remember this and start listening to our own voices. In that sense, an essential discipline as a creative is to know how to manage your energy and listen to your inner voice. We all have something to say.
The vitamin that keeps us going is often not to identify with the ideas but to really live them. That makes it fun. So, I intend to jump into life in Hong Kong with both feet and soak up all the inspiration around me while remaining true to myself.
LBB> As a gaming streamer yourself, you're known for creating campaigns that bring brands into gaming environments. Can you tell us more about your approach to blending gaming and advertising and share a campaign that showcases this innovation?
Izmael> Anyone who knows me knows I'm a fan of Battle Royale games and streaming. After I'd been a keen player for some time, I decided to share what was going on during my gameplay on Twitch, including music as part of the content.... and that's how I got banned for the first time.
Twitch, the world's leading streaming platform, prohibits using top artists' music in streaming content unless you have the rights to use it. This is a massive pain for a streamer who monetises their streams but wants the content to have background music. And while it is a problem for Twitch and the established music industry, it is also undoubtedly an opportunity for emerging music...
So, at my previous agency, together with Budweiser, a brand passionate about making emerging music visible to new audiences, we created for the first time a BOT able to stream music 24/7 royalty-free. Incorporating it into their creation process was native to streamers, already familiar with using tools that facilitate the control of their content in real-time. A BOT was also the perfect tool to support Budweiser's ambition of creating greater exposure for emerging artists.
My attraction to games reflects what I try to achieve with my work, to generate a hub of entertainment in ideas. Advertising can play the role of enhancing enjoyment rather than developing interruptions, and this is especially important in a space where the last thing you want is for the entertainment to stop.
LBB> Your work contributed to China's first-ever Titanium Lion win with the Corona Lime campaign. What were the key elements that made this campaign a success, and how does it reflect your creative philosophy?
Izmael> I had the opportunity to work as part of a spectacular team where I learned that mutual admiration between groups and a commitment to a collective goal can generate great results. I am a big believer in the idea that great work depends on great people. The shared passion of everyone working on that project promoted respect and admiration for one another, which helped us build a more practical approach.
Having said that, as passionate as we were about the big idea, we were careful to pay attention to the most important thing behind every idea - the attention to detail. And equally, to ensure we were having a good time doing it. Today, more than ever, people are the key ingredient to the success of any project, and our task as creatives is to elevate the skills of all the teams.
LBB> With a diverse career history in multiple countries, you've worked with various brands. Are there any specific cultural or regional influences that have significantly shaped your creative approach?
Izmael> The internet has shortened distances, and today, a Latin creative can work anywhere in the world. I firmly believe in the contribution of culture to the work we do, so being willing to challenge yourself in other markets not only stimulates you as an individual but also the work. I live to some extent in tourist mode, ever-attentive and appreciative of new things, so the cultural influence is an ever-evolving part of me and the stories I tell...
LBB> You've emphasised the importance of freedom in an agency environment for expressing creative voices. How do you envision fostering this culture at DDB Hong Kong?
Izmael> For me, the brilliance and courage of the work is created through trust and respect for the people who make it possible. In that sense, it is essential to recognise that an idea can come from anywhere. Being open, all the time, to all comments and making the most of each one is part of my process.
LBB> As creative director, you'll work on multi-market projects across DDB's client base. Could you provide an example of a project you're excited about and how your creative direction will influence its outcome?
Izmael> I am aligned with the agency's goal of establishing the work on the global stage and am excited to share with the team the experiences I've been a part of that have turned many ideas into global results. There is no doubt the agency has a portfolio of clients that recognise the power an idea with global amplification has to attract global results.
LBB> How do you stay inspired and creative in such a dynamic and ever-changing industry, and what advice do you have for young creatives looking to make their mark in the field?
Izmael> Being consistent and disciplined as a creative in an agency is not just about bouncing back when the client says no and persevering until you get something they like, it's about really immersing yourself in the purpose of the brand. The reality is that if the client says yes to an idea that doesn't set out to achieve the desired goal, the journey can be much more complex than coping with rejection.
In terms of advice for young creatives, I stress how important it is to remember to detach from work and get as much exposure to as much of life as you can since our best asset as creatives is our voice and authenticity. To be rigorous with the quality of the work and accept that doing so requires a lot of time, patience and passion. Behind the brilliance of each project is the brilliance of each person.
