CB Hot Suit Takes: Luke Farmer, Managing Director – Creative, Bastion Aotearoa
CB Hot Suit Takes is our new Q&A series for extremely busy CEOs and senior leaders across the industry ~ covering careers, creativity, challenges and the song that sums it all up. Next up in the hot seat is Luke Farmer, Managing Director – Creative, Bastion Aotearoa.
1. What made you get into advertising?
My Dad, actually. I was 19, working on a cray boat, in hospo, and repairing roofs, doing a couple papers at Uni and was about to become an apprentice sparky when Dad suggested advertising instead. He worked in marketing on booze brands (my brother and I wore a lot of alcohol merch in primary) and Dad thought Advertising might suit my personality. As always, Dad aka Des knew best. I managed to get a foot in the door at Whybin TBWA Auckland in the late 90’s working for the legendary Devo [David Walden]. It was unpaid at first, but after some hard grafting, he offered me a job as ‘the runner’. Lucky Luke he called me, because I was lucky to have job (he also loved a nick name). That was the start of it, wearing a suit that was too big for me, working 15hr days. And I was lucky, lucky to learn from one of the best.
2. Which piece of work are you most proud of, and why?
It’s an oldie now, but the Speight’s Great Beer Delivery. We took what started as a simple promotion brief and turned it into something much bigger. Thanks to a very brave client.
The idea was simple: a bloke in London was missing his Speight’s, so we delivered him a Speight’s pub – launching Speights product in the UK market. We leased a ship, built a portable pub, craned it on board, cast real Speights fans (think early Reality TV) and sailed it through rough seas from New Zealand to London, beaming content back along the way and bringing punters into the story at every stop.
It was hugely complex to pull off from NZ, but beautifully simple as an idea. And we did it all before social media really existed (well a year after Facebook was properly launched) and before ultra-fast broadband (enter trying to get edited weekly content sent from onboard to TV channels).
This meant the story had to have the gravitas to travel. It was a product launch, a long form ad, an activation, a PR stunt, social content, full OOH or rolled into one.
More importantly though, the folks who worked on this project, fellow agency peers, clients and crew, I now consider good old mates. And they have all gone on to do extraordinary things.
A more recent body of work is what we’ve done for Volvo, ‘Getaway Gotaway’. This campaign is all about shifting perceptions of Volvo and introducing the brand to a new generation of drivers. It comes from the insight that, in New Zealand, luxury is the ability to frictionlessly escape to the outdoors. This is just the start of the new work for Volvo, so it’s all very exciting.
3. What’s the biggest challenge you face in your role right now?
More of a reminder. Keep evolving, keep pushing forward, stay hungry, be humble and curious. All while remembering that what makes this industry great is that it should still be fun.
4. What’s the most recent thing you’ve learned professionally or personally?
Not recent but timeless.
The people in your life (personally and professionally) should always be your focus. Start there.
When you have fucked up, say sorry.
Greatness is everyone’s fault, the result of a team that refuses to settle for average.
Oh and don’t be a dick, always say Thank-you.
5. What song best sums up your career so far?
Lauryn Hill “Everything Is Everything.” A reminder that change is inevitable and you just have to keep going.
Read Elizabeth Beatty’s Hot Suit Takes here