Marcos Kotlhar
Marcos Kotlhar
Executive Creative Director at BBDO New York
New York, United States
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Marcos Kotlhar Interview(s)

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In a few words, tell us about your role in the creation of this work.

TitleArtifier
Agency
Campaign Artifier
Advertiser Bacardi
Brand Bacardi

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PostedMay 2017
Business SectorSubscribers Only
StorySubscribers Only
Media Type Digital
Length
Worldwide Chief Creative Officer D...d L...rs Subscribers Only
Chief Creative Officer G..g H..n Subscribers Only
Executive Creative Director D...lo B..r Subscribers Only
Executive Creative Director M...os K....ar Subscribers Only
Creative Director D...y A...in Subscribers Only
Art Director D...y A...in Subscribers Only
Associate Creative Director R....to D...no Subscribers Only
Copywriter R....to D...no Subscribers Only
Agency Producer ..e C...on Subscribers Only
Agency Producer ..o Ma.....ki Subscribers Only
Design B...u Ar.....tna Subscribers Only
Design C...s D'....ea Subscribers Only
Design Ki....ly B....ik Subscribers Only
Design ..y C..z Subscribers Only
Account Manager S...en Pa.....llo Subscribers Only
Account Manager A..i H..t Subscribers Only
Account Manager C....on C....an Subscribers Only
Account Planner A...ha L...i Subscribers Only
Developer A...n W...r Subscribers Only
Audio Engineer J..n C....ra Subscribers Only
Music Composer A...ew K..x Subscribers Only
 

Executive creative director.
What was the original brief for this campaign?
To strengthen Bombay Sapphire's commitment to promoting up and coming artists and create awareness to their Artisan Series program.
How difficult was it to sell the idea to Bacardi ?
SImple. the client was very much into the idea from the first presentation. They loved how simple and effective the idea was. A digital hack that had the potential to really start a conversation in culture.
What inspired you to approach the campaign this way?
Bombay's art program challenges the status quo in the art world by shining a light on undiscovered artists. This subversive approach to promoting art lead us to make a tool that hijacks online media space and transforms ad banners into inspiring art.
What was the biggest challenge you faced during the process?
The biggest problem we faced was getting media outlets to PR our tool. Getting websites to talk about a plug-in that hides banners ads, a big source of their revenue proved to be a huge challenge. No one wanted to talk about it. Even though the plug-in received a high download rate.
What’s a “behind the scenes” story that only you know about?
Nothing of notice...
What did you learn from the experience?
That small, cheap, clever ideas can be just as rewarding as the big expensive ones.
To have won the Epica Awards, what do you think in this work seduced a jury exclusively made up of journalists?
Remember how I told you no media outlet wanted to report on a plug-in that hid ad banners? I guess winning the Epica proves that deep inside, they actually all really loved it!
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