"The Salt campaign is something different. Period."
Simone Fluri, creative director and partner of the Basel agency Valencia Kommunikation, faces our 13 questions and reveals which ads she thinks are good - and which she would never do.
1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Yes, for sure! Communicate once as Angela Merkel with Barack Obama via WhatsApp 🙂 .
2. was there a moment in your life when you thought: Wow. This is great. And it's from me!
The first time I saw a package I designed was in my parents' refrigerator. It was a Coop Naturaplan milk package.
3. the best testimonial ever?
Marilyn Monroe for Chanel N°5.
4. what is it impossible for you to do without?
To sun and laughter.
5. if you had not become an advertiser - what then?
Astronaut.
6. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Salt's launch campaign is something different. Period.
7. is the opinion true that you can't grow old in agencies, or is that a prejudice?
I rather think that agency life keeps you young. But I'm probably not old enough to judge that conclusively ...
8. what do you never want to have to hear about yourself?
That I have achieved something (or not) because I am a woman.
9. what do you see as the biggest challenge for advertising at the moment?
Replacing traditional media with the new digital ones is a huge opportunity, but also a big hurdle in the minds of many advertisers and clients.
10. What inspired you to enter the advertising/communications industry?
That we can design things that convey a message and serve a purpose at the same time. To make art within a defined framework, so to speak.
11. what would you not promote under any circumstances?
For xenophobic and discriminatory content or for the SVP.
12. what qualities make you a good advertiser?
I am very curious. I'm interested in how people think and function, and I like to question everything (including myself).
13. when you have an idea, how do you know it is good?
When it is simple to explain and yet surprising.
Simone Fluri started as a graphic designer at the Basel agency Valencia Kommunikation in 1999, fresh out of design school. There, she made her way up through all career levels from junior to senior art director to creative director. Since 2011, she has been creative director and co-owner of Valencia. The BSW agency employs more than 50 people and serves long-standing clients such as the Baloise Session music festival, Coop, Feldschlösschen, Novartis and newer ones such as Adidas, Basel Tourismus, Gruner, Kanton Basel-Stadt and Sympany. Among other things, it won the 2012 Marketing Trophy for the launch campaign of the Coop Hello Family Club.
The "13 Questions" appear both online and in the print edition of Werbewoche.
Implementation 13 Questions: Thomas Häusermann
