“Creativity” is an overused and much abused term, especially in marketing.

Being “creative” is heralded as a dark art but, in reality, great creative ideas are very simple ones that solve complex marketing issues.

Prich would never hold claim to being a creative. The skill that Prich does have is in simplifying the complexity of a client brief and then championing the best creative execution that results.

One example, of this is the Brasil Bottle for Coca-Cola at the 2014 FIFA World Cup.

After the success of the vuvuzela in South Africa, Coca-Cola wanted to develop a Brazilian equivalent, but one that was indelibly branded Coca-Cola.

Working with a Dutch product design team the Brasil Bottle was created to answer this complex brief.

A mixture of three classic Brazilian instruments – an apito whistle, a reco-reco and a shaker – all within the classic Coke bottle shape.

Millions were given away in promotions all over the World.