By Nicholas Kugge
Two years ago, as I was completing my university degree, I was still in the limbo of planning my career.
Back then, I did not expect that few months later creative advertising would be more than just a job.
When I started to play with ideas I did not know any teachers or relatives qualified to mentor me. Hence,
during these days of ignorance I used to practice my craft (cough) by randomly promoting goods and
services. After a couple of attempts I had produced several executions. I really enjoyed this so-called
creative process. But I was most enchanted to have a concept similar to an actual advert. “Oh putain” I
had the same idea as a completely unknown agency located in the cold and remote province of Québec.
But does it matter, back then it was that little extra kick I needed to jump into creative advertising.
Today, I do not share this kind of enthusiasm anymore, for the better. Now, it is almost a fear. Recently, I
was staring with despair at one of my campaigns, it had already been done seven years ago. And after
starting from scratch I was definitely not sharing the same frenzy – even if this time the agency was not