On My Radar: Matt Craigie

adam&eveDDB London's Matt Craigie discusses his love for kitten's miming to Starship, how the BBC trumps other news providers and why it really is a wonderful life as he reveals what's been on his creative radar.

What’s the best ad campaign you’ve seen recently?

I’m not a massive fan of the recent onslaught of ‘cute animal’ ads, but I have to say the Three campaign [Sing It, Kitty, below]. It’s a lovely and silly, executed very well by some lovely and silly people. Hope there’s more where that came from.

What website(s) do you use most regularly and why?

According to Safari ‘Top Sites’ I’ve mostly been visiting wetransfer (naturally), internet banking (expenses), sound studios client log-in (on-going revisions) and London estate agents (need a house).

What’s the most recent piece of tech that you’ve bought and why?

Probably software like Snaps Pro or Quicktime Pro so that we can rip, edit and mix our own mood films etc. Sometimes it just has to be done.

Facebook or Twitter?                                         

Instagram.

What’s your favourite app on your phone?

BBC News. When anything even slightly significant happens in the world, the app blurts out a news flash with the BBC news sting and it’s very exciting. Except when I’m in meetings.

What’s your favourite TV show and why?

Traditionally I'd say a soap opera but I’m not allowed to watch them anymore, so these days I’d say Family Guy [below] which is much, much better than American Dad no matter what anyone says.

What film do you think everyone should have seen and why?

It’s a Wonderful Life. It somehow ultimately manages to remind you that it really is good to be alive - and we really should appreciate our lives and our loved ones.

Where were you when inspiration last struck?

On the last foreign shoot I was on. I decided enough was enough and moved the whole team from the city hotel to the beach hotel at no extra cost. Inspired!

What’s the most significant change you’ve witnessed in the industry since you started working in it?

iPhones. We will never rest ever again. We will never be unavailable again. Everything is instant.

If there was one thing you could change about the advertising industry, what would it be?

A more diverse and eclectic mix of people and backgrounds, so it doesn’t feel like an exclusive club.

What or who has most influenced your career and why?

So many people have helped and influenced along the way, but joining adam&eve five years ago, that ethos changed everything for me.

Tell us one thing about yourself that most people won’t know.

The guy in Slob Evolution, the Emmy nominated Dove Evolution parody, that was me.