Karl Wolfgang Epple Interview(s)

Viewpoints about Creativity

In a few words, can you tell us who you are what your job title is?

I'm Karl Wolfgang Epple, currently working as executive creative director at thjnk. My main focus is on new business and creative excellence for several German and international brands. I operate in all our agencies, including thjnk offices all across the country, design agency 'loved' and customized agencies like 'Bobby & Carl' and our McDonald's joint venture 'Leo's thjnk tank'.

What word would you best use to describe your office’s culture? Give us an example

The best word to describe our work is: 'impactful'. What we try to do is get away from thinking of an ad or a film or a billboard campaign — and start to think about what really has an impact on the people's opinions or behaviors. Could be a new product, a song, a game, you name it.

If you were stranded on a desert island and could only use one app., which app would it be?

Well, my screen time clearly says instagram, especially stories, more especially: making my own stories. Could be interesting to put up some stories about me cursing because I can't manage to open a coconut. Or me guessing how Bayern Munich might play while I'm away.

If you could choose three ads from history that you didn’t work on and add them to your portfolio, which three would you choose? Explain why

Karl Wolfgang Epple:

1 Puma: 'After Hours Athlete' by Droga5. It's the perfect example of an ingenious strategy perfectly crafted into one of the most touching pieces of advertising ever.
2 P&G: 'The Talk' by BBDO New York. It hits you. And it hits you hard. Growing up a half-Samoan in Germany, I can only imagine what this means to people of color in the US.
3 Harvey Nichols: 'Sorry, I spent it on myself' by adam&eveDDB. Such a clever insight. And such a clever integrated campaign around a product idea.

What is your opinion on the growing trend of agencies getting involved with developing products for clients?

Can you watch this case study for Hammerhead Navigation and tell us your thoughts on the product and the campaign?

I think it's great that creative agencies get involved with developing products. I did it myself at thjnk and loved several times and it was great fun and – more importantly – made a real impact on the people interacting with them. I also like the Hammerhead idea. It solves a real problem and tries to make traffic safer for everyone. Well done.