Creatives to Know 2010: Ryan Wagman and Nuno Ferreira

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Ryan Wagman (l) and Nuno Ferreira

Between them, they've subjected a NASCAR star to a public polygraph and they made thousands of people realize that Facebook friendship is no match for the temporary companionship of a Whopper. Now they've joined chief creative officer Susan Credle at Leo Burnett Chicago working on brands including Nintendo and Kellogg and leading the "Energy Pool" a multi-disciplinary group looking to make magic with marketers like RIM, Coke and P&G.

Wagman and Ferreira both hail from Canada (Ferreira via Portugal) where they worked together at Taxi Toronto, contributing to the agency's high profile work for Mini. Ferreira has an art direction and design background, having studied graphic design and sports design back in Canada; Wagman, a writer, narrowly escaped law school. They were both interactive ACDs at CBB where they engineered some fresh, high profile digital work for Burger King.

They teamed on the BK Dollar Menu augmented reality banner, which allowed users to simply hold up a greenback what it could get them at the restaurant; they were also responsible for putting NASCAR driver Tony Stewart in front of a live web audience to determine his true, polygraph-tested feelings about the BK Whopper. Ferreira also contributed to the blockbuster, Titanium Lion-winning Whopper Sacrifice campaign, which encouraged Facebook users to sacrifice ten of their "friends" for a free burger. Over 200,000 friends were iced before Facebook got grumpy and disabled the campaign.

"The whole thing was a lesson in what brands need to do in a culture that moves faster than media buys," says Ferreira. "Plan for the unplanned. Zeitgeist is more important that any media buy...Brands have to be as agile as their audience, I guess." The pair says they had no real intention of leaving CP+B but "once we met Susan and Mark, though, our attitude really shifted." Among the lessons brought from their stint at CPB: "Be prolific," says Wagman. "Ideas aren't about catching lightning in a bottle. They come from hard work. They come when you generate a lot—a ton—of lesser ideas. Quantity doesn't equal quality, but it definitely helps get you there."

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