Erik Kessels, KesselsKramer
Through the Dutch creative agency he helped found, Erik Kessels has made a name for himself zig-zagging around norms and expectations in advertising. He once rebranded a budget Amsterdam inn as the "worst hotel in the world" to distinguish it from prim, run-of-the-mill hospitality ads. The campaign's honesty worked, prefiguring the client's international expansion. Kessels told Design Indaba he uses misdirection and pretzel logic to make his most memorable work.
