Thinkbox
Rasmus Smith Bech, executive creative director of Ace of Hearts, is originally from Copenhagen, Denmark, and has now lived in the UK for more than 15 years - but refuses to give up his accent.
He’s had the distinct pleasure of working with brands such as Volvo, Google, Glastonbury, EA Sports, BBC, Tate Museums, Sir David Attenborough – yes, people are brands too – to name just a few.
Along the way, Bech’s worked at agencies like Adam&EveDDB, Uncommon, Grey, Channel4 in UK and KesselsKramer in Amsterdam, where, despite living there for almost three years, he only managed to learn one Dutch word ‘knoflook’ - ‘garlic’.
Most recently, he led the BBC’s in-house agency to their most successful years on record, sadly not converting BAFTA nominations into wins, but winning Campaign’s In-House Agency of the Year twice, and In-House Leader of the Year.
Rasmus’ Choices
TV 2 – “All That We Share”
TV2 Denmark aimed to strengthen its brand as a unifying national broadcaster. They sought to address growing societal divisions among the Danish population and foster a greater sense of community and shared identity across diverse groups.
- Agency: The North Alliance, Denmark
- Creative team: Johan Køhler, Robert Cerkez, Rune Petersen
- Client: TV 2
- Production company: Moland Film Company
- Director: Asger Leth
Protest – “Never Leave the Water”
Together with KesselsKramer, snowboard brand Protest created campaigns, boardwear and a new logo. “Protest to get there” celebrated the small hardships endured before reaching the slopes. “Never leave the water” took escapism further, creating an island where surfers could eat, sleep, use WiFi and a bathroom, all without leaving the waves.
- Agency: KesselsKramer
- Client: Protest Sportswear
Epuron – “Mr Wind”
French actor Guillaume Delaunay plays the lead character who goes around the streets causing havoc for people in this ad from 2007. But what begins as a perplexing story in which he irritates people by banging windows, knocking off hats and spilling rubbish into the road eventually reveals that this character is, in fact, the wind. Previously misunderstood, the wind is finally shown as having a purpose as a source of energy.
- Agency: Nordpol Hamburg
- Creative team: Lars Ruehmann, Matthew Branning, Bjoern Ruehmann and Joakin Reveman
- Client: Epuron / German Ministry for Environment
- Production company: Paranoid
- Director: The Vikings