BlogFonk

U.S. Creative Director Chad Rea shares his vision and Fonk for Thoughts. From 'Project Hello' to '86 the onions'...

Photo Chad Rea: 'I like to solve problems, entertain, make people think and act...'

BlogFonk: Who is Chad Rea?
Rea: A creative problem-solver.

BlogFonk: Do you love your work? Why?
Rea: Do I love what I do as a profession, or specifically the work I create? Most of the work I've created, or help create, I love and wouldn't change a thing. As a profession, I like to solve problems, entertain, make people think and act, but I often wonder if I could be doing something more important or what would've happened if I had the balls, patience, an attention span to be an author or an artist and only worked on my own briefs. Additionally, while running a business is extremely rewarding, it makes me wear hats I'd sometimes rather leave off.

BlogFonk: What is this Project Hello all about?
Rea: Project Hello is a random act of kindness that began in the Fall of 2003. In an effort to give homeless individuals names and put the growing homeless issue in the face of the public and politicians, more than 5,000 'Hello My Name Is' signs are being distributed around the world to those living on the streets. Holding a sign with their own handwritten name, the individuals are being photographed for www.projecthello.org, a traveling outdoor photo exhibition, a book, TV commercials, and whatever else it evolves into.

BlogFonk: Is there difference in mentality of creatives in the countries you've worked?
Rea: Not really. Most cosmopolitan cities, no matter what part of the world, are inhabited by like-minded people. Of course, America is very introverted, very American. It's very big and you have to create communication which appeals lots of different people, most of which are located in small town, conservative middle America, so everything tends to get dumbed down. In London and Amsterdam, for example, where I feel creativity is encouraged more than in the States, you have people from all over the world, with different life experiences and cultural backgrounds, collaborating and creating, in my opinion, more fresh, more universal ideas, more often.

BlogFonk: What are the latest important developments you've noticed in advertising?
Rea: Large scale, integrated, media-neutral solutions. Ideas that can live across all relevant media, not just print and TV. It's the reason why I came back to the U.S. to set up 86. Because no one else was doing it. There is a lot of talk about branded entertainment these days, but by in large, it remains just that: talk.

BlogFonk: Do you think projects like www.Cannesdo.org show a trend of creatives participating more and more in charity projects?
Rea: Hard to say. Given the state of the world these days, it wouldn't surprise me if more people were using their creative talents to do something about it. One would hope, anyway.

BlogFonk: Which project/work for a client are you most proud of?
Rea: I'm most proud of the work we've done for 86 the onions, our most important client.

BlogFonk: If you'd be given the chance to do something over again, what would that be?
Rea: Being born and then fast forwarding to present day.

BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspriration to be creative)?
Rea: Do what makes you happy and everything else will fall into place.

posted by BlogFonk: Thursday, September 02, 2004 [#]