Sabine Heckmann

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SABINE HECKMAN

CREATIVE DIRECTOR

 


FCB

 


SOUTH AFRICA

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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.

The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.

Grand Jury member, Sabine Heckman, Creative Director for FCB South Africa is currently heading up the experiential division of FCB X at FCB Africa. Her dazzling career has spanned a range of focused communication from ATL through to multiple BTL media. Sabine’s worked at numerous international agencies and has racked up various awards for her creative work along the way.

Sabine’s interests grew in strategy and experiential marketing, while working on some of South Africa's favorite brands and her move to CRM, allowed her to speak social media, digital and direct marketing and share a vision of 'putting the consumer at the heart of all conversations'.


 

ON JUDGING:

Why judge…and how do you find the time?

Sabine Heckmann: Being a judge on such a wide spread of entries allows me to see work from around the world. This is truly inspirational as every country has similar brand challenges and this mixed with culture and the basic human need showcases so many creative ways to solve briefs.
During judging, I usually will split my day up so that I can judge early hours of the morning so that I can give each piece my full attention.

What are your personal criteria for choosing award-winning work? 

Sabine Heckmann: Has it achieved the business objective
Is it memorable?
Will it influence my purchasing choices/life decisions or influence my current opinion?
Has it been crafted enough to add a positive experience for the viewer?

 

ON ADVERTISING:

What was the hardest ad you ever had to create and why?

Sabine Heckmann: Cracking a campaign that will directly influence the amount of alcohol the youth in Kayelitsha, South Africa consume. Up against traditions, culture and the poor options they have in life how do we uplift them now and empower them to make changes and choose a different life. As part of this upliftment programme the Western Cape Governemnt will be closing down illegal shabeens at the same time and only licensing 22 out of the currently 57 operating illegal shabeens.

What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?

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What’s the single best piece of career advice you’ve ever received?

Sabine Heckmann: “Heckmann, always stay humble”. Brian Searl-Tripp

What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?

Sabine Heckmann: Nike - Find Your Greatness : Jogger
https://www.youtube.com/watch?v=A9pmgoETgQQ
JOHNNIE WALKER BLUE LABEL presents Jude Law in 'The Gentleman's Wager'
https://www.youtube.com/watch?v=a5xBI0sWuUI
Levi’s® "Circles" Commercial l Full
https://www.youtube.com/watch?v=ZgcgFP9nGqY
MTN CLAP
https://www.youtube.com/watch?v=5dNz6NMTQ_8
OUDE MEESTER - The Masters
https://www.youtube.com/watch?v=LLwapdVfsqE

Who gave you your big break in advertising? 

Sabine Heckmann: Brian Searl-Tripp

If you could work in advertising alongside any one person past or present, who would it be?

Sabine Heckmann: Alexander McQueen - PAST
FCB Global - Chief Creative officer - Susan Credle - PRESENT

 

ON LIFE:

If you could live anywhere, where would it be?

Sabine Heckmann: New York

Favorite music album of all time?

Sabine Heckmann: Rattle and Hum – U2 

Favorite travel destination?

Sabine Heckmann: New York

What movie or book best depicts the theme of your life?

Sabine Heckmann: The Shawshank Redemption