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Take Five with...

Alexis Bouckaert, Creative Director, Eighty Twenty

What is the most unusual project you’ve ever worked on?
When I started out I was asked by a client to create a TV ad with stock footage. And stock music. And copy he’d written. Not my proudest moment. Another one was a shoot I was directing featuring Paul O’Connell, for a personalised interactive video. The opening shot was him saying “hi” followed by your name. I had to ask him to repeat this same sequence for about 100 names. He was a true gent though. Even when two years later we had to do the same thing for a campaign refresh…

Who is your creative hero?
Stefan Sagmeister for his outlook, Joshua Davis for his process, Tom Waits for his words … In a very different way, David Ogilvy for what achieved on a historical level.

What would you do with a spare €100?
I’d probably get a very nice bottle of red wine.
And a cheapo one for after.

What piece of work do you wish you had created?
There’s something new every day. Recently, I loved Intermarche’s Inglorious Fruit & Vegetables initiative. When it comes to ‘classics’ – in very different genres – the Guinness Surfer ad and Burger King Subservient Chicken would be high up there for me.

What’s your soundtrack?
At the moment I’m listening a lot of Valerie June, Ruby Velle, Sean Rowe, Lee Fields, Black Keys, Grey Reverend and 90s hip hop.