35. Culture, creativity, and chaos with Rob Campbell

How can we create work that pushes, prods and provokes culture, with devastatingly positive commercial consequences?

On episode 35 of the B-side I speak to Rob Campbell, Chief Strategy Officer of Colenso BBDO NZ , Aotearoa.
Rob is an ex-session guitarist turned strategic advertising firebrand who believes in living on the edges creatively and in the power of culture, creativity and chaos.

He has worked all around the globe, with some of the biggest brands like Nike, Spotify, Virgin and even Metallica at agencies like Wieden+Kennedy, and R/GA. He is now leading the strategic charge at Colenso BBDO, one of the most awarded agencies in the world.

We discuss his new book Dream Small, where a group of planners and a photographer went on a road trip across New Zealand to capture how youth culture expresses how they see their life, and future, without a filter. The work uncovered some uncomfortable truths that go against the perception of New Zealand being a utopia of progress and harmony.

He shares his creative approach, his strategic methods, and brutally honest creative process, and the importance of building a culture where people are free to take risks, create chaos, and make scary good work.

Rob drives home the importance of diverse perspectives, the reason brands should have a point of view not just a proposition, And how brands can connect with culture rather than just being observers of it.

This was a cracking episode, confronting in some ways but refreshingly honest. And Rob gives us some compelling messages to think about. He is an absolute gentleman, even if he only wears Birkenstocks, and I absolutely, fricking loved chatting to him. Cheers,

Oh, and Apologies for the poor audio quality; I had a few tech issues.

You can fin Rob here: https://www.colensobbdo.co.nz
Or reach out to him on LinkedIn: https://www.linkedin.com/in/rob-campbell-723593/