The project

Creative alphabet

Copywriter Dmitry Chigirin and art director Oleg Izosimov left Siberia and travelled to Cannes in June 2012 to meet 33 of the most creative people from around the world: gold and grand prix Cannes Lions winners, members of the Cannes jury, famous marketing professionals and advertising legends.

The goal was to get recommendations from each of them. And they did it in an unusual way, by asking the most esteemed people from the advertising world to each write their signature and one letter on sheets. Eventually, the creative pair from Russia had got the whole alphabet. They joined the letters and made several sentences. Every sentence promoted different skills. With a sense of humor: «Oleg & Dmitry are the best!», «…smile like Gioconda», «…speak can like Yoda», «…know MS Paint» etc… Now the guys can say that they have got the best recommendations from the best advertising professionals.

Advertising gurus, such as Sir John Hegarty, Jeff Goodby, Sergio Valente, Ted Royer, Tham Khai Meng, Bob Greenberg, the authors of the campaigns Integration Day, Museum of Me, The Unhate and many other famous creatives took part in the recommendation project. All of them knew about the idea. So they were not just writing letters, they were giving recommendations.

Promoting the results of the hunt for recommendations Dmitry & Oleg made a video and posters, and launched the website

Each of the famous participants has received a message with a link to the results. And some of them have already shared it on their Facebook accounts and even on their agencies’ official pages and blogs.

Thanks to all the people who helped us and took part in this project!

& – Chris Chiu, Ren Partnership, Founder, Chief Creative Officer, Singapore
A – Alexey Fadeev, Depot WPF, Creative director, Moscow, Russia
B – Isabella Bernardi, Y&R, Vice Creative Director, Milan, Italy
C – Gideon Amichay, Shalmor Avnon Amichay/Y&R Interactive, Former Chief Creative Officer, Joint Managing Partner (1994-2011), Tel Aviv, Israel
D – Jeff Goodby, Goodby, Silverstein & Partners, Co-founder, Co-chairman, San Francisco, USA
E – Adriano Alarcon, Giovanni+DraftFCB, Senior Art Director, São Paulo, Brazil
E – Kazoo Sato, TBWA\Hakuhodo, Executive Creative Director, Tokyo, Japan
E – Kenichiro Shigetomi, I&S BBDO, Art director, Tokyo, Japan
E – Agustin Acosta, Lowe Ginkgo, Art Director, Montevideo, Uruguay
F – Camilla Bjørnhaug, TRY, Copywriter, Oslo, Norway
G – Mariano Serkin, Del Campo Nazca Saatchi & Saatchi, Executive Creative Director, Buenos Aires, Argentina
H – Weerachon Weeraworawit, Well Done Bangkok, Head of Creative, Founder, Thailand
I - Lulo Calió, DraftFCB, Creative Director, Buenos Aires, Argentina
J – Aricio Fortes, Pereira & O’Dell, Creative Director, San Francisco, USA
K – Guga Ketzer, Loducca, Partner, Chief Creative Officer, São Paulo, Brazil
L – Sergio Valente, DDB, CEO and President, São Paulo, Brazil
M - Ted Royer, Droga5, Executive Creative Director, New York, USA
N – Tham Khai Meng, Ogilvy & Mather, Worldwide Chief Creative Officer, Chairman, Worldwide Creative Council, New York, USA
O – Sir John Hegarty, BBH, Worldwide Creative Director, Founder, London, UK
P – Lo Sheung Yan, JWT, Executive Creative Director, North East Asia and Chairman, Shanghai, China
Q – Aaron Reynolds, Wave Studios, Creative Director, London, UK
R – Eduardo Marques, Ogilvy, Integrated Creative Director, São Paulo, Brazil
R – Matt Clack, Grow Interactive, Art Director, Norfolk, USA
S – Erik Ravelo, FABRICA, Creative Director, Treviso, Italy
T – Markus Ivan Johansson, Leo Burnett, Copywriter, Milan, Italy
T – Kaoru Sugano, Dentsu, Creative Director, Tokyo, Japan
T – Jenny Glover, NET#WORK BBDO, Creative Director, Johannesburg, South Africa
U – Jeff Benjamin, JWT North America, Chief Creative Officer, Minneapolis, USA
V – Michael Canning, Leo Burnett, Creative Director, New York, USA
W – Koichiro Tanaka, Projector, Creative Director, Tokyo, Japan
X – Jaime Rosado, JWT, Vice President/Regional Creative Director, San Juan, Puerto Rico
Y – Luca Lorenzini, Saatchi&Saatchi, Creative Director, Milan, Italy
Z – Bob Greenberg, R/GA, Founder, Chairman, CEO, Global Chief Creative Officer, New York, USA

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