CREATIVE COSMOS 15
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today and play an important role in selecting the World’s Best Advertising. NYF’s Grand Jury evaluate entries from over 100 countries worldwide and determine which creative campaigns move on to the medal round.
2018 Grand Jury member Gün Ayedemir is a Digital Creative Director with a love for branded-entertainment working at Creative Cosmos 15, Germany.
Born/raised in the darkest black-forest, this Turkish/German breed went into hosting radio shows, art battles, and poetry slams for years. He then started his career in a film production company producing music videos, TVCs and branded documentaries for brands like Wrigley's, RedBull and McDonald`s.
In 2009 he switched sides, moving to Jung von Matt to create digital work for Nike and Mercedes-Benz. Simple hacks and a few awards for NIKE “Catch the Flash,” he then joined HEIMAT/TBWA in Berlin to lead their digital shop VRTKL for clients such as HORNBACH, Adidas, CNN or Google.
Gazillion digital activations, social media strategies, and specially branded entertainment campaigns later, Gün had a second thought on being a creative in 2016: What if I ask Germany’s most famous TV host and one of the biggest actors in the country to launch a custom-made agency for branded entertainment?
Long story short: They said yes. Now Gün more or less lives the dream of every creative ever. He writes series and shows for brands, channels, and the VOD heavyweights.
New York Festivals: Why judge…and how do you find the time?
Gün Ayedemir: I love to see what the worldwide world of advertising is doing. Before anybody else does.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Gün Ayedemir: Hopefully less stunts. More integrated campaigns that really worked.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Gün Ayedemir: The HR war between Jung von Matt and Springer&Jacoby in the 90s - I love HR stunts.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Gün Ayedemir: Hmmmm - mixed feelings with that. I mean Bonin Bough created an exceptional in-house team that led agencies to insanely great work at Mondelez. But beside that, most of the in-house stuff is a bit too: lets don’t risk anything, to not risk the internal career ladders.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Gün Ayedemir: Sure. Clients are fucking informed these days. They deal with media switches faster than old school CDs.
New York Festivals: What philosophy drives your career?
Gün Ayedemir: Entertain to gain attention.
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Gün Ayedemir: Streetball. A fucking youth movement that conquered Europe in the 90s - based on an adidas/nike sport that nobody in Europe was playing before.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Gün Ayedemir: Guido Heffels of HEIMAT/tbwa - he is just insane, and he showed me to funnel my own insanity into creativity.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Gün Ayedemir: Probably Bonin Bough.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Gün Ayedemir: I think I have ADHD - my mind is like a stroboscope. I just have to fixate thoughts.
New York Festivals: Favorite music album of all time?
Gün Ayedemir: Genius/GZA - LiquidSwords
New York Festivals: Favorite travel destination?
Gün Ayedemir: Mountains and woods - all around the world.