BlogFonk

Swedish Creative Director Peter Viksten shares his 'Fonk for Thoughts'.

Photo Peter Viksten: 'Always ask yourself the question: Why?'

BlogFonk: Who is Peter Viksten?
Viksten: A 30-year-old Swedish advertising guy who believes that curiosity is the solution to everything. I also think that we quickly need to develop a sustainable society where the economy, the ecology, the social structure and the individual are equally important.
Sounds boring but if we don't, we're fucked. I'm raised in a small village at the north of Sweden.

BlogFonk: Do you love your work? Why (not)?
Viksten: Yes. It's a great challenge running an advertising agency that tries to mix ethics and consumption. I'm very proud every day it works out and that helps me through the days when it doesn't work out.

BlogFonk: After working in Amsterdam and London, you went back to Sweden to start your own ad agency Vardag. Why?
Viksten: Working at Mother, W+K and KK was a great experience that thought me a lot and felt that it would be interesting to apply some of that thinking on smaller companies based in the north of Sweden. But to be honest, mainly because I missed my friends. Plus having people understand what I was saying.

BlogFonk: What is your book you're writing on design theory for your students all about?
Viksten: I'm starting to doubt that I'm ever going to finish this project, but I am hopeful. The first section is about taking responsibility for the effect of your work as an art director, graphic designer, copywriter and everyone else trying to make people buy crap they don't really need. The second part tries to explain the creative process and how we can develop the skill to produce ideas. Finally it talks about the relationship with the client and the challenge to sell a new original idea to someone who isn't a creative.

BlogFonk: Is there difference in mentality of creatives in the countries you've worked?
Viksten: I think it's a bigger difference between agencies. Mother was hyperactive, W+K London was business and KK was creative madness (in a nice way).

BlogFonk: What are the latest important developments you've noticed in advertising?
Viksten: That people hate arrogant companies that don't respect the consumer. Companies like H&M, Mc Donald's and Scandia are being attacked by the new generation.

BlogFonk: Which project for a client are you most proud of?
Viksten: Most of all I like the mix of projects that we're working on right now. The development of a more accessible guide to Agenda 21 (here more about Agenda 21, United Nations plan for sustainable development) has been really interesting. It's also nice to see that our own clothing labels, T-post and It's so fucking fresh, are starting pay off. Colette in Paris just bought It's so fucking fresh. That combined with our new music videos for Mando Diao and the EPK for The Knife feels inspiring to us.

BlogFonk: If you'd be given the chance to do something over again, what would that be?
Viksten: I should have asked for help doing all the boring papers a lot earlier.

BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspiration to be creative)?
Viksten: Always ask yourself the question: Why?

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posted by BlogFonk: Friday, November 05, 2004 [#] Erms Suripatty