采訪、整理/桃紅小閃電 VIVI @頂尖文案TOPYS 

他以喬裝打扮加入“成熟人士“團(tuán)隊(duì)，應(yīng)聘人生第一份創(chuàng)意工作。

他曾擁獎(jiǎng)無(wú)數(shù)，成為英國(guó)歷史上最年輕的D&AD評(píng)委會(huì)主席。

他愛(ài)才到偏執(zhí)，因一份網(wǎng)絡(luò)轉(zhuǎn)帖不遠(yuǎn)千里飛香港追尋在校創(chuàng)意人。

他創(chuàng)辦The Art School，為廣告、設(shè)計(jì)以及電影行業(yè)培養(yǎng)優(yōu)秀的年輕人才。

兩年前，他飛離倫敦，空降中國(guó)，掛帥奧美。

兩年后，TOPYS獨(dú)家專訪，與你一起見(jiàn)識(shí)英倫“創(chuàng)意巫師”Graham Fink的鬼才神話。

About Creative Thinking

關(guān)于創(chuàng)意方法 

Topys：Earlier in the D-Talk from ADC exhibition, you mentioned about 'FINK (think) DIFFERENT'. What does ‘THINK DIFFERENT mean to you? Can you tell us more about your way of creative thinking? 

Topys：前不久深圳的ADC展覽的D-Talk中，你提到'FINK（think）DIFFERENT'， 請(qǐng)問(wèn)你如何理解Think Different？和我們聊聊創(chuàng)意狂人的創(chuàng)意思維方式。 

Fink：Thinking different is about looking at the same things as everyone else and seeing them in a different way. As an example when Picasso looked at a bicycle, he saw a bull.

Fink：Think different 的意思就是要跟別人看同一件事物卻得到不一樣的看法。其中一個(gè)有名的例子就是一輛普通的自行車在畢加索眼中卻看成是一頭牛。

Topys： “Innovation is to see what the others couldn’t when looking in the same thing”. How can we train and achieve this ability?

Topys： “從同一件事物中，看到別人看不到的東西，這就是創(chuàng)新?！比绾闻囵B(yǎng)和達(dá)成這樣的創(chuàng)新能力？

Fink：There are many techniques that I can teach people. One is to do exactly the opposite to what you should be doing. This is great when trying to come up with new ideas. Do what is wrong. Be ridiculous. It can be a lot of fun and will break your thinking away from the norm. You need to be brave though. You can then always bend the idea back to something that is usuable,but the fact you have tried something different will lead to new ideas.
Fink：我有很多技巧可以跟大家分享，其中一個(gè)就是要去做和通常你應(yīng)該去做的完全相反的事。故意去做錯(cuò)，甚至做一些看似很滑稽的事，都是構(gòu)思一些新的創(chuàng)意的好辦法。這些創(chuàng)意是打破常規(guī)的但也是讓人從中得到樂(lè)趣的，但是你要勇敢地去嘗試。然后你總是可以再把這個(gè)創(chuàng)意折回到一個(gè)可用的創(chuàng)意，多嘗試些不同的東西能為你帶來(lái)更多新的創(chuàng)意。
 
Topys：Having been an educator, photographer, TV director, and now a CCO, what experiences do these different roles bring to you? Do you think these experiences make impact on your creative thinking?

Topys：教育者、攝影師、電視導(dǎo)演、創(chuàng)意掌門人這些不同身份帶來(lái)怎樣的體驗(yàn)？你覺(jué)得這些不同體驗(yàn)給你的創(chuàng)意思維帶來(lái)怎樣的影響?
Fink：Every role has been very rewarding for me. I have learnt so much from each of them. As a filmmaker I learnt a lot about story-telling and how to re-edit those storys into new ones. I learnt about the craft of film and also photography, which lenses to use to get the best out of a shot. Different film stocks, digital, lighting and pacing. The craft in film-making is less important than the story but if you want people to be more involved in the story you need to make it look beautiful.
Being a CCO allows me to use those things give learnt and use them in solving problems. For instance if a client wants a film produced for their product, I have a better idea of how it can be made and the best ways to make it. How long the idea needs on screen to make it work. I can also judge scripts better on paper now because I can see the finished film in my minds eye. As a teacher I am really just passing what I have learnt onto others. I find teaching very rewarding because in a way you are teaching yourself.
Fink：每個(gè)角色都令我獲益良多。我學(xué)到很多。作為一個(gè)制片人，我學(xué)會(huì)如何說(shuō)故事并把這些舊故事重新包裝。同時(shí)也學(xué)會(huì)了拍電影以及攝影的技巧，以及運(yùn)用何種鏡頭來(lái)達(dá)到最佳的拍攝效果、各種電影膠片，數(shù)碼的、燈光、節(jié)奏等等。雖然故事比拍攝技巧重要，但華麗精美的視覺(jué)表達(dá)有助觀眾更投入在你的故事里。作為首席創(chuàng)意長(zhǎng)，我有機(jī)會(huì)用以上學(xué)到的種種技能來(lái)解決問(wèn)題。比如說(shuō)一個(gè)客戶希望為他的產(chǎn)品拍一段片子，我就更能判斷能怎么拍以及用哪種方法最好。這種執(zhí)行要停留在畫(huà)面中多久來(lái)達(dá)到效果。我也僅靠讀一下就能判斷怎樣的劇本比較好，因?yàn)槲夷軌蛟谀X海里想象到完成時(shí)的作品會(huì)是什么樣子。而做老師的日子，我就是盡力將我所擁有的知識(shí)教授于別人。當(dāng)老師給我很大的滿足感因?yàn)橥瑫r(shí)我也讓自己學(xué)到更多。
 
Topys：Can you share with us some of your favourite work/ projects and tell us why you like them?
Topys：和我們分享2-3個(gè)你最得意的作品吧，以及你為什么喜歡它們。
Fink：A very early commercial I did for British Airways has always been a favourite of mine. It involved making shapes out of hundreds of people when viewed from the air. An eye ，a pair of lips, an ear.. they all came together to make a face. Over 1500 people were used in the making of the ad. Directed by British director Hugh Hudson.
A more recent piece of work that I was very proud to be part of was the project for Soho China’s Soho Galaxy. Where we created the myth that the Chinese were the first to send a monkey into space. We then ‘brought him back to earth’ to talk about creativity.
Fink：很早期的時(shí)候我為英國(guó)航空公司做的一個(gè)廣告一直是我最喜歡的。攝影機(jī)在高空中拍攝由上百人拼在一起組成的眼睛、嘴唇、和耳朵。整個(gè)廣告用了1500人，由英國(guó)導(dǎo)演Hugh Hudson執(zhí)導(dǎo)。

SOHO中國(guó)的銀河SOHO是近期讓我感到很自豪能參與的一個(gè)項(xiàng)目。我們制造一個(gè)傳說(shuō)，把中國(guó)說(shuō)成是第一個(gè)把猩猩送到外太空的國(guó)家，然后再“請(qǐng)”猩猩回到地球?yàn)槲覀冎v解創(chuàng)意。

Topys：In your opinion, what role does copywriter play in the creative thinking process?
Topys：你怎么理解文案在創(chuàng)意中的作用？
Fink：A copywriter is a very important part of the process. Often they need to work with the planner to get the best brief possible. A write should play a big part in the strategic thinking in my view. And should be capable of making a very complicated data and long briefing sessions into something very simple and memorable.
Fink：文案在創(chuàng)作過(guò)程中擔(dān)當(dāng)著非常重要的角色。作為一個(gè)文案，他們常常要跟策劃人員一同合作來(lái)形成一份最佳的簡(jiǎn)報(bào)，我覺(jué)得它們應(yīng)該在策劃階段就扮演很重要的角色。他們應(yīng)該有能力把復(fù)雜的數(shù)據(jù)和冗長(zhǎng)的簡(jiǎn)報(bào)會(huì)議轉(zhuǎn)化成簡(jiǎn)潔和令人難忘的信息。
 
Topys：You have labeled yourself as ‘the wizard of creativity’ in your weibo account, which is rather British. Do you mind sharing with us in what ways has British culture influenced your way of thinking? Also, do you find any new inspirations when the British culture meets the Chinese culture?
Topys：你的微博標(biāo)簽是“創(chuàng)意巫師”，這個(gè)標(biāo)簽相當(dāng)“英倫”，和我們聊聊英倫文化對(duì)你的影響吧，以及它與中國(guó)文化的碰撞和沖擊，給你帶來(lái)了什么？
Fink：That’s a very big question and my answers are too long to go into detail here. But I would say that living in the UK all of my life until I came to China has had a big effect on me. The humour in the UK is very different to start with. It’s much more subtle, and the British have a way of taking the mickey out of themselves, they are always laughing at themselves. We tend to go straight to the point too and say exactly what we think. So of course there is a big difference there. But I think mixing up cultures is when a lot of creativity happens. Working with people in China I find very exciting. We can look at things from different perspectives but because we are in the same room doing it, you can get unique results. I am interested in Chinese culture and taking local insights and then really expanding them into something that will appeal to people worldwide.
Fink：要回答這個(gè)問(wèn)題實(shí)在是一言難盡。直到我來(lái)中國(guó)工作之前我都是在英國(guó)生活，這是對(duì)我有很大影響。首先，英國(guó)式的幽默是很不一樣的，更微妙和低調(diào)一些，而且英國(guó)人都很喜歡自嘲。我們也習(xí)慣單刀直入，直接道出心中所想。這當(dāng)然跟中國(guó)人有很大差別。但是我覺(jué)得把不同的文化融合就是創(chuàng)意的開(kāi)始。我覺(jué)得跟中國(guó)人一起做事是一件很令人興奮的事，我們能夠以不同的角度看事物，但因?yàn)槲覀兪窃谕晃蓍芟鹿彩?，所以往往得到了很?dú)特的結(jié)果。我對(duì)中國(guó)文化很感興趣，希望能發(fā)揚(yáng)這些本土的洞察并傳播出去吸引世界上的其他人。
 
About Creative Management

關(guān)于創(chuàng)意管理
 
Topys：What are the daily tasks for a CCO?
Topys：CCO的日常工作主要是什么？
Fink：Its like spinning plates. Doing many tasks and keeping them all going. Solving clients problems and helping to run the agency. On a media front things are changing constantly and I try to keep up with that too and see how creatively we can make a difference. I think an agency should keep reinventing itself whilst staying true to its core values.
Fink：這跟馬戲團(tuán)里的轉(zhuǎn)盤(pán)子表演很相似，就是要兼顧許多工作且同時(shí)確保它們運(yùn)作順暢。我要幫忙解決客戶的問(wèn)題，協(xié)助公司的營(yíng)運(yùn)工作。面對(duì)不斷快速變化的媒體，我也在努力趕上最新的資訊來(lái)檢視我們能在創(chuàng)意方面做些什么來(lái)起點(diǎn)作用。我覺(jué)得一家廣告公司應(yīng)該持續(xù)地革新自己，但也要堅(jiān)持自己的核心價(jià)值。
 
Topys：Can you tell us what is so unique about O&M’s way of creative thinking and its management?
Topys：為我們談?wù)剨W美的創(chuàng)意方法和創(chuàng)意管理的獨(dú)特之處。
Fink：We are a big agency and also have a very large network which is great because we can help each other out at times. We also have the luxury of having many specialist talents all under one roof on a wide range of disciplines. For example we have Ogilvy PR ,Ogilvy One, Ogilvy Fashion and Ogilvy Action as well as the main agency. We often sit together and brainstorm. I find some of these sessions very exciting creatively as everyone has a different kind of brain and can approach a problem from a different point of view.
Fink：我們是一家擁有龐大的網(wǎng)絡(luò)的大機(jī)構(gòu)，有需要的時(shí)候可以互相幫助，這很不錯(cuò)。我們也很榮幸能夠在麾下招募了來(lái)自不同領(lǐng)域的專家和人才 。除了主要的廣告公司之外，在同一個(gè)機(jī)構(gòu)下我們也有奧美公關(guān)、奧美互動(dòng)、奧美時(shí)尚以及奧美行動(dòng)。我們經(jīng)常坐下來(lái)一起進(jìn)行腦力激蕩，我覺(jué)得有些這樣的討論在創(chuàng)意上還是很讓人興奮的 ，因?yàn)槊總€(gè)人都有獨(dú)特的思考模式，可以用不同的觀點(diǎn)去處理問(wèn)題。
 
Topys：David Ogilvy once said in “Confessions of an Advertising man” that ad men should never underestimate the IQ of the consumers. However, compared with other countries, Ogilvy does not seem to produce works that are as surprising here in China, for example, like the dramatic tensions in P&G ads, or the Aesthetics shown in MG Masks ads. Although we should not doubt the creativity of the ad men in China, but can we account this situation for that the audience in China is not mature enough?  
Topys：記得奧格威在《一個(gè)廣告人的自白》里說(shuō)，廣告人不可低估了消費(fèi)者的智商。而事實(shí)上奧美在中國(guó)很少有像其他國(guó)家風(fēng)格另類的驚艷之作的許多作品。例如寶潔熱衷夸張的邂逅劇情，美即則展示了恒久的唯美調(diào)性。顯然不能以此質(zhì)疑中國(guó)廣告人的創(chuàng)意能力，那么可不可以理解為，橫向比較下，是中國(guó)的受眾還不夠成熟？
Fink：I think the creative work in China has a long way to go to catch up with the West. Although it is catching fast. JWT won China’s first ever Grand Prix in Cannes two years ago for Samsonite and we won Ogilvy Asia’s first ever Grand Prix the following year for CokeHands. The hard thing is to be consistent and building brands requires a great relationship with clients so you can push for better work. I think we need to work much harder at this and try to develop more surprising ideas. Another problem in China is the size of the country.
I heard Millward Brown say that what works in one province only has a 52% chance of working in another. So it’s not an easy fix.
However I am a great believer that creativity can solve everything. I am always looking for talented people to come and work with me and of course brave clients who want to try something different and make a name for themselves.
Fink：雖然中國(guó)已經(jīng)不停地加快腳步，但我自己覺(jué)得中國(guó)在創(chuàng)意業(yè)上還是離西方國(guó)家有一段距離。兩年前智威湯遜憑借新秀麗在戛納創(chuàng)意節(jié)贏得中國(guó)第一個(gè)全場(chǎng)大獎(jiǎng)，而翌年我們以可樂(lè)手為奧美亞洲贏得了第一個(gè)全場(chǎng)大獎(jiǎng)。難的是要持續(xù)下去。而建立品牌需要與客戶維持良好關(guān)系才可以促進(jìn)作品質(zhì)量的提升。我認(rèn)為我們需要在這方面再多下工夫去發(fā)掘更多令人意想不到的創(chuàng)意。中國(guó)的另一個(gè)問(wèn)題就是地域廣大。根據(jù)華通明略的數(shù)據(jù)，在一個(gè)省市能行得通的方案，能夠再在其它省市起到一樣的作用的機(jī)會(huì)只有52%。顯然這不是一個(gè)能輕易解決的問(wèn)題。雖然如此，我依然相信大大小小的困難創(chuàng)意都能解決。我一直都希望有更多人才能夠加入進(jìn)來(lái)與我共事，當(dāng)然還希望有一些大膽的客戶勇于嘗試不同的東西，為他們的品牌打造形象。
 
Topys：What kinds of people are O&M looking for? What characteristics are needed in order to get to work in O&M?
Topys：奧美喜歡什么樣的人？或者說(shuō)，擁有什么樣的特質(zhì)，可以讓我進(jìn)入奧美？
Fink：The Creative department is a bit like a squad of football players. You need your dependable defenders so when the going gets really tough these guys can come in a fix things quickly. You need a great midfield to keep the game/agency going and the work flowing. Then there are your strikers. The ones who can score goals, do amazing breakthrough ads and win awards. You also need a few mavericks who can turn a game on it's head with just one spectacular volley. These people may not always be the easiest to work with they are worth their weight in gold on occasions.
I am always looking for hardworking people with a  great attitude. People who want to change the world. Who want to make a difference to the agency.
Fink：創(chuàng)意部門其實(shí)有點(diǎn)像一支足球隊(duì)。你需要可靠的后衛(wèi)，他們要能夠在工作遇到困難的時(shí)候迅速解圍 ；你也需要優(yōu)秀的中場(chǎng)去確保比賽/公司一切都運(yùn)行順暢；然后就是一些一流的前鋒，能夠去得分，去做突破性的作品，去贏得獎(jiǎng)項(xiàng)；最后你需要一些特立獨(dú)行的隊(duì)員，能夠一矢中的地把大局扭轉(zhuǎn)。雖然這些人可能都不是最易共事的同事，但在某些場(chǎng)合他們就會(huì)證明自己的價(jià)值。我一直都在尋找勤奮、有杰出工作態(tài)度、希望改變世界、為公司帶來(lái)影響力的人。
 
Topys：What did you gain most in these two years working in O&M? Any new plans on work recently?
Topys：接受任命兩年來(lái)，在奧美中國(guó)最大的收獲是什么，還有什么是最近的計(jì)劃？
Fink：I have learnt great deal. Especially about the culture of the agency and it’s people. Learnt also when to speak or keep my mouth shut.
Who to call on when things get difficult. And of course I now have a better understanding of what works in China or not.
I see the country changing fast around me so it’s important to keep up ‘creatively fit’.  I read somewhere that the English rugby team did eyeball training so I have been working on that too.
Fink：我在這邊學(xué)到了很多，特別是公司和當(dāng)?shù)厝说奈幕?。?dāng)中也學(xué)會(huì)何時(shí)是發(fā)表意見(jiàn)或是保持沉默最適當(dāng)?shù)臅r(shí)候、有困難的時(shí)候要找什么人，當(dāng)然，現(xiàn)在我對(duì)什么能在中國(guó)比較可行有更準(zhǔn)確的拿捏。我看到這個(gè)國(guó)家正快速的變化改革中，保持“健康強(qiáng)壯”的創(chuàng)意力是非常重要的。我在一些文章上讀到英國(guó)欖球隊(duì)的隊(duì)員會(huì)進(jìn)行眼球訓(xùn)練，所以我最近也在嘗試。

The Main Trends 
大趨勢(shì)

Topys：Recently, a mode of business called “small-scale yet professional” is very popular in the advertising industry. How do you think of that?
Topys：怎樣看待近幾年創(chuàng)意界開(kāi)始風(fēng)行的“小而美”公司模式？
Fink：I think for certain clients this can obviously work. Yet I think it's possible to be big and small and the same time. We have recently restructured our creative department as a result, so we can work with large groups of specialists and teams on big corporate briefs and also work  like Ninja’s on others. We try to have a tailor made solution for every client.
Fink：我認(rèn)為對(duì)某些客戶這顯然是可行的。但我覺(jué)得一家公司其實(shí)是可以在同時(shí)間內(nèi)可以很大，也可以很小。最近我們的創(chuàng)意部門在進(jìn)行重組，目的是好讓我們做大企劃時(shí)能夠組織一個(gè)大的專業(yè)團(tuán)隊(duì)，相反做小項(xiàng)目時(shí)也可以變成像忍者一樣靈活的小團(tuán)隊(duì)。我們?cè)谠噲D為每一個(gè)客戶度身打造最適合他們的方案。
 
Topys：How do you think a creative could change about the society?
Topys：你認(rèn)為一個(gè)創(chuàng)意人能為社會(huì)的改變做什么？
Fink：The tools we use in advertising are very powerful. We have the ability to change the way people behave or think. This is well documented.
I believe that what we produce becomes part of our culture. So I think it’s wrong to put bad ads out there.
Surely we have a duty to make our society better. China doesn’t need another bad car ad or badly designed poster or poorly laid out website. We need to make things look beautiful, or surprising, or making people laugh. I want people to remember our creativity and talk about it. Share it with others and delight in it.
Both us and our clients have a responsibility here.
Fink：我們?cè)趶V告里用到的創(chuàng)意工具蘊(yùn)含很大的影響力。我們有能力改變?nèi)说男袨楹退伎挤绞剑@是眾人皆知的。我相信我們所創(chuàng)造出來(lái)的會(huì)演變成我們文化的一部分，所以我認(rèn)為把低劣的廣告播出來(lái)是錯(cuò)誤的。我們當(dāng)然有責(zé)任去讓我們的社會(huì)變得更美好。中國(guó)不需要更多劣質(zhì)的汽車廣告、海報(bào)設(shè)計(jì)或網(wǎng)頁(yè)版面。我們要把東西做得美、給人帶來(lái)驚喜、讓人可以會(huì)心一笑。我希望我們的創(chuàng)意能被記住、被討論、被分享，令人樂(lè)在其中。這是廣告公司跟客戶的共同責(zé)任。 
  
Topys：Can you give some suggestions to the new-comers for this industry?
Topys：給這個(gè)行業(yè)的新人一些建議吧。
Fink：Get in early. Work hard. Do it because you love it not because you are paid for it. Surprise me.
Fink：早點(diǎn)入行，要努力。為興趣而做，而不是為了錢。最后，要讓我眼前一亮。

關(guān)于樊克明
Graham Fink的職業(yè)生涯從裝扮成一個(gè)老年人開(kāi)始。當(dāng)時(shí)他在正應(yīng)征倫敦頂級(jí)創(chuàng)意商CDP的一份工作，并被告知他們需要一個(gè)經(jīng)驗(yàn)較豐富的人。于是他第二天打扮得比實(shí)際年齡成熟一二十歲的樣子再次造訪了這家公司。他們最終雇傭了他。
接下來(lái)他不斷地創(chuàng)作了一些最令人記憶深刻的廣告案和數(shù)不清的獎(jiǎng)項(xiàng)。其中包括戛納金獅獎(jiǎng)、D&AD鉛筆獎(jiǎng)、英國(guó)電視金箭獎(jiǎng)、英國(guó)新聞廣告和海報(bào)獎(jiǎng)，以及很多國(guó)際廣告獎(jiǎng)項(xiàng)諸如歐洲最著名與權(quán)威的廣告創(chuàng)意獎(jiǎng)－EPICA（艾匹卡）獎(jiǎng)和EUROBEST獎(jiǎng)。他還贏得過(guò)四次英國(guó)電影學(xué)院獎(jiǎng)。
1995年，他為倫敦最成功的電影公司Paul Weiland Film Company導(dǎo)演一系列的廣告片和音樂(lè)電視。
1996年，他成為史上最年輕的英國(guó)D&AD（設(shè)計(jì)與藝術(shù)總監(jiān)協(xié)會(huì)）評(píng)委會(huì)主席。
2001年，他創(chuàng)立了自己的公司- thefinktank，一個(gè)概念性的專門制作音樂(lè)電視和商業(yè)廣告片的制作公司。以及創(chuàng)辦了The Art School (很多人稱它為英國(guó)最激進(jìn)的藝術(shù)殿堂)來(lái)為廣告、設(shè)計(jì)以及電影行業(yè)培養(yǎng)優(yōu)秀的年輕人才。他的作品成功地幫助倫敦贏得2012年奧運(yùn)會(huì)的主辦權(quán)。
2005年，他轉(zhuǎn)而擔(dān)任尚思倫敦的執(zhí)行創(chuàng)意總監(jiān)。過(guò)去的六年是尚思倫敦15年歷史中贏得獎(jiǎng)項(xiàng)最多的一段時(shí)間。
2011年7月，他跨出了戲劇性的一步：離開(kāi)倫敦，成為奧美中國(guó)首席創(chuàng)意長(zhǎng)，管理17個(gè)辦公室的創(chuàng)意工作。
2012年6月，他帶領(lǐng)團(tuán)隊(duì)完成的作品“可樂(lè)手”在2012戛納國(guó)際創(chuàng)意節(jié)為奧美亞太區(qū)贏得首個(gè)全場(chǎng)大獎(jiǎng)。

編后記：

采訪之前是有顧慮的。
奧美中國(guó)首席創(chuàng)意長(zhǎng)，大公司，高管，會(huì)不會(huì)官腔閃閃，似是而非，無(wú)比正確。
嗯，還好，不是，Graham顯然不是一個(gè)有選擇困難癥的人，他的直接讓人眼前一亮。
沒(méi)有"沒(méi)有最喜歡的作品"。
沒(méi)有說(shuō)中國(guó)創(chuàng)意環(huán)境和西方舉案齊眉。
沒(méi)有回避，沒(méi)有委婉，沒(méi)有大而全。
這樣的溝通才是真正帶來(lái)價(jià)值的。

感謝樊克明(Graham Fink)先生接受頂尖文案TOPYS的專訪。

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