How being French makes me a better creative.

Written by camille imbert , Executive Creative Director at Kettle

The French are grumpy. The French complain. The French debate. The French revolt. The French even threatened to s*** in the Seine to protest. We’re passionate about making things better — and always creative in our execution. And with the world’s eyes on Paris, I’m reflecting on what I think of as the French creative touch.

We Francais like to argue and say “no” when everyone says “yes”. We have philosophy classes in which we learn to argue yes, then no, and then agree that the question was stupid.

And somehow this helps me be a better creative.

First - I need to make sure that what we recommend is going to answer our clients needs. To deconstruct the brief and reassemble it, look at a comp and question the decisions behind, always challenge the status quo. Show me anything even if it's great and I’ll still ask one million questions to make sure I understand it. It’s very much back in philosophy class, only my uniform is now better.

Second - we communicate! We debate! We are not going to hide behind the digital tools. Non merci. We want to exchange ideas and push each other. And with that the work. I don’t want to be convinced through a comment or a sticky. But maybe that’s me being french and reticent to anything changing.

Third - oui, our disdain for new things makes us look down at new technology at first. And look, in this world of being always the first, it’s not a bad thing. The best work is the work that feels timeless and has an impact, that will be the work we will remember, not the one that did it first.

As everyone saw in our Olympics Opening Ceremony - where we still showed a headless Marie-Antoinette and spent too much time in a library - a deep sense of history and storytelling is rooted in our culture and way of thinking. We know innovation always starts with the brand story and technology is only at the service of that story.

But we’re not just grumpy, contradicting people. As we experienced in Paris the last two weeks, when things come beautifully together we're here to celebrate, enjoy it and take pride in it. We put culture first and use technology in a way that will make you forget this is innovation. And in the end, we simply want to make you say OOOOH! WOW! Magnifique!

This is the same with the work. We use all the tools at hand, but put meaning first. We debate, we question, we contradict. We use our heritage, our influence, our unique experience. And this is what makes my work what it is. Mixed with my 17 years in the US I just hope it gives me a unique perspective into the work.

I don’t always know where my French traits start and where my American influence ends. But for now, I say Vive la France! We can sometimes even win medals.