So Mark, who are you?

30 yrs old, British, creative director; trained as an architect and still consider what I am doing architecture. – I’m still constructing environments – one of the best ‘campaigns’ has got to be a place of religion, church. Beautiful in all it’s detail, the door handle on the door is as much a reflection of the overall building as the space within it. Look at what Frank Gehry’s Guggenheim has done for Bilbao, is that architecture or advertising? Every photo of it looks like a fantastic press ad.

What do you believe?

Nothing beats a good idea. But nothing beats inventive execution either. You can have a million charts, fifty million dollars, a thousand rationale but if the idea+execution ain’t any good you may as well go home. Smart guerrilla will get the world talking.

What do you hate?

I hate not appreciating life. You only get one pop on this planet so I suppose it’s when people don’t appreciate that. It’s good to have a go, good to make mistakes and good to have another go.

What do you love?

I love what’s going on at the moment. The Internet, the technology, the opportunities. I hope to be walking around one day with a microchip in my head. And not forgetting trainers – they are totally inspirational. But I can’t tell you what brand is my favorite. I am not in love at the moment however. Still looking for the love of my life! Ha.

What are the coolest projects BF has done to date?

It has to be our launch of Microsoft’s MSN search engine project “Where’s Hans”. A blending of advertising, entertainment, culture and yes, BIG BROTHER. The idea was to hide someone, get the public to search for him using the MSN search engine and all it’s tools. Two days after we started 415,000 people turned in on the website. It all began when we proposed to Microsoft to bury a guy, named Hans, six foot under somewhere in Europe with the general public having 7 days to find him. The client turned white and then passed out. Kidding aside, they were very supportive. And incredibly smart at recognizing the possibilities inherent in this idea. We used approximately nine different media from a very cool website, which was the centre of the campaign, to flyposters to press ads to personal columns to viral emails. It was great because all the media worked really hard cross-referencing one another. Everywhere the public went , everywhere they looked it was ‘Where’s Hans’. We knew it was a great success, yes from the results but more so when we kept overhearing people talking about it. That’s when you’ve created a real buzz.

What are the coolest things you’ve ever done with guerrilla?

Projecting the faces of the UK football team on the White Cliffs of Dover for Adidas when the team flew over to play the French. And now, more recently, I would have to say the Silent Bill Motorola launch in the USA: www.leavesyouspeechless.com, in terms of scale. The viral marketing campaign reached 35,000,000 viewers in households in the USA. It all started with a simple emailing of 6 different megs to 50,000 of the coolest people in the USA. The results were so amazing that Rolling Stone wrote about the campaign.

Who is your dream client?

An Asian client who wants to become the biggest, most talked about brand in Europe. Let me meet them! Good products are naturally key but as manufacturing standards get more advanced it is almost a given. The real dream is to get a brand that says yes I want to change the world.

Is Asia ripe for BlueberryFrog?

Are you kidding? Look at Pokemon, Tamagotchi…these are phenomenal creations. This is what it’s all about. BlueberryFrog thrives in a consumer society and you’ve got one of the best. It’s technology heaven.

What is your ideal woman?

I could tell you her name as I’ve just met her..

Blueberry Frog
mark@blueberryfrog.com
https://www.BlueberryFrog.com