Creative Circus: ‘An evening with Lernert & Sander’

NewWerktheater, Amsterdam, 12 June 2017

ADCN Lernert and Sander-14

Creative Circus: ‘An evening with Lernert & Sander’

On Wednesday 7th of June, the creative duo Lernert & Sander entertained us for the evening by showing the dazzling projects they’ve been working on for the past 10 years. Known for their funny, minimalist and crazy ideas, they also shared some of their best and worst work that had been copied. Their copycats varied in size, some of their work was copied to use as part of storefront of a Lebanese bazaar some for a 30 million dollar Super Bowl ad in America.

Re-edits

It was a night full of laughter, discussing outstanding projects. But also involving some bitterness as well as how to turn a briefing you hate into a great outcome. Lernert & Sander explained that as designers you can feel bitter sweet when you fought so hard to make your idea(s) shine, and then seeing your work shamelessly copied. Luckily this bitterness has made them even more creative and pushes them improve by finding new ways of working, and in the end doing what they’re best at: turning things into humour. That’s what the evening was all about.

The example below is literally an (unhappy) copycat.

The video for De Jeugd Van Tegenwoordig’s Manon, by Lernert & Sander.

The same idea, copied for Sony.

Lernert & Sander didn’t just make us laugh about their copied projects, but also shared a couple of important takeaways. For us creatives the most important being:

1. Hating a brief or project can be a blessing; anger, frustration can be important for the creative process. It can foster you to find a brilliant outcome.

2. Besides getting angry, they also recommended to not spend too much time on the internet!

What’s next…

The creative duo is very happy to still be collaborating after 10 years, and are still planning on continuing this strong creative partnership.
They learned that creating meticulous work takes time and money, and can be tough. Most recently, after their 10.000 dollar campaign set was taken down right after a shoot in LA,  they decided to start creating more meaningful things that last and that people would like to keep, rather than being creative for the sake of producing.

Written by JiHye Kim