Real world meets innovative thought
Jupiter Cape Town creative director Livio Tronchin thinks his abs are his best feature and refuses to answer ‘silly' questions. He's also a Loeries judge this year – maybe that's why he chose the pic he did, or maybe he's just shy.
Tronchin has worked at a number of agencies in South Africa, from TBWA\Hunt\Lascaris AMC (where he started) to Gavin Reddy, FCB, King James, and now The Jupiter Drawing Room. It's exposed him to a wide variety of businesses in sectors from automotive to financial and FMCG. Work he's produced has gone on to win in multiple categories from TV, print and radio, to CIs, promotions, and events. He has Golds from The One Show, Cannes, The Clios, been awarded at D&AD and Eagles, and has a few Loeries, including three Loerie Grands Prix.
When he's not working, he runs a sideline business that manufactures sandboards and surfboards, and he daydreams of vast powder fields to ride the snowboard he paid far too much money for two years ago.
1. Define creativity…
I guess, broadly, it's where the impossible meets the possible. Where an innovative thought suddenly enters the real world.
2. What do awards mean to you?
Awards are the most powerful learning tool for me. Through them, you get to see how others have tackled similar problems and you get to scrutinise their solutions. You truly get to measure yourself up and see how you can improve your work, how you can continue to innovate, and how you can help move things on.
3. If you thought you were a sure thing for a Loerie and then lost out to the competition, would you be a bad loser?
Of course not. If our work doesn't get chosen, we go back with something better next year. In the meantime, we drink beer.
4. If you were an animal, which would you be and why?
What a silly question.
5. Which superhero power do you wish you had?
Also a silly question.
6. What is the best thing about the ad industry?
For me, it's getting to make things. Because a large part of what we do only exists in our heads, it's really satisfying when something gets produced. I always get excited by that. And then, immediately after it's produced, there's the potential of making something else new. It's what keeps me here.
7. What do people call you behind your back?
I have no idea. Probably “Silvio” on a good day. Probably “cock” on a bad day.
8. If you weren't in advertising, what would you do?
Rest.
9. Name an ad campaign or jingle that you will remember till you die.
Stella's “Reassuringly Expensive”. VW's “Surprisingly Ordinary Prices”. Smirnoff's “Through The Bottle” Campaign. Castrol's “Can of the Best”. And the f….. Slinky song.
10. What is your best attribute/strength?
My abs.
