Cut + Run’s The Quarterly: Lurpak Edition
Last night, on the eve of the hottest day so far this year, agency and production house friends of Cut + Run escaped the heat amidst cold fans and delicious pineapple cocktails for the July edition of The Quarterly, an event that brings together and celebrates the talent in the creative industries.
On the agenda this month was our very own work for – and relationship with – Lurpak, which has been recognised in high places recently. In a talk and Q&A hosted by Toby Abbott, MD of Cut + Run, and Jason Stone of David Reviews, Client Christian, AD Katja, and CD Sam, supported by Planning Director Theo, tapped into a Star Trek analogy to explain the creative process behind their latest campaign for Lurpak Cook's Range, Adventure Awaits. From JFK speeches to Ratatouille quotes, their presentation provided a fascinating insight into the client-agency relationship, creative risk-taking, working with Director Dougal Wilson, and what makes the Lurpak brand it is today.
A few of our favourite learnings from the team include:
_Put aside received knowledge to seek out alien wisdom.
_Logic can only get you so far – instict makes the difference between what's right and what's brilliant.
_Artifice is the enemy, authenticity pulls the viewer in.
_If it doesn't scare us, we're doing it wrong.
We'd like to warmly thank Toby and the Cut + Run team for their generous hosting, Jason for his perceptive Q&A session, and our wonderful Lurpak client, Christian for coming down to London for the talk.
Oh, and the caterers, for those delicious little glasses of Lurpak ice cream on offer around during the evening.
For more photos of the event, check out Cut + Run's Facebook page.