After stints at Saatchi & Saatchi and DDB Budapest, István Bracsok became executive creative director at JWT. His years of experience in the creative industry led him to set up independent ad agency, White Rabbit Budapest with his partners, where he has been working for more than ten years.
István has sat on many juries and is a member of D&AD, The One Club, the Art Directors Club, Creative Circle and the International Academy of Digital Arts and Sciences.
In this interview, he delves into the power of knowledge, obsessive passion and bravery.
Q > What does creativity mean to you in just three words?
István Bracsok > Inspiration, magic and talent.
Q > What is your advice for those wanting to break the mould, think differently, and create work that stands out?
István > Know what you’re doing. Find out about your craft, about the world. Be like a sponge, trying to absorb everything. But knowledge is useless if you don't have passion. Never give up, keep going, love the thing you’re doing, obsessively. And of course, be brave. Stand up, speak up, and fight the good fight.
Q > What will you be looking for when judging The Caples Awards this year?
István > I look for work that gives me goosebumps, that brings me revelation, and makes me envious for not doing it myself.
Q > How have awards that you have won in the past influenced or changed your career?
István > You can build a ladder of awards for your personal career. But if you are a partner in an agency, then the focus of your career shifts onto your agency's success. But those metals definitely matter when it comes to attracting new clients, and new talents.
Q > The Caples provide feedback on every entry. As a creative, do you find this helpful when creating future work? And would you wish there were more opportunities to hear from your peers as a younger creative?
István > This is a very crucial aspect of The Caples Awards, and it sets it apart from all the other award shows of the industry. But this feature really makes this festival so special and unique. And I think it's really valuable for a creative to get some feedback for his or her work. It's a source of inspiration and improvement. So you'll know how to make it better next time.
Q > What kind of work are you bored of and what are you hoping to see more of this year?
István > I'm bored and tired of those works that use cliches, come up with 1.0 solutions and don't put themselves into a bigger perspective – and if they don't have first-class craft, they're out. But who wants to see commercials that are boring? If we, the industry are fed up with them – what will our consumers think of them?
Q > What was your favourite piece of work in 2019?
István > There’s an amazing campaign that I really admire. Made by an agency called Pedro Juan & Diego. Ever heard about the Mapuches? They are one of the oldest indigenous people of Chile. Their land was taken away. Their leaders have been imprisoned without trial. But how to put a whole nation’s focus on this serious issue? Check it out below – and feel the goosebumps, the revelation. Or envy.