On My Radar: Felicitas Olschewski

What’s the best ad campaign you’ve seen recently?

The ads I respond to are statements for a social cause or issue in society, linked to a product or brand. I will choose three print campaigns - the hardest medium to be innovative, simple and bold.

Glossier’s Emily Weiss gathered all her BFFs to shoot their new Body Hero campaign, a message for body positivity. Where Dove women pose in underwear, Glossier decides to go full nude, which creates a bold, real image of women. The comments on Instagram reflect the struggle these women had with their bodies all their lives, which is true for all women. We are never happy. And that’s also why a beauty brand like Glossier is gaining so much attention and love from their audience.

Secondly, Thinx Underwear found a smart, fearless and creative way of talking about a taboo, humans and their periods. 

And lastly, Stella McCartney shot her latest campaign in a British landfill [site]. I am personally concerned with overconsumption and a more sustainable, circular way of reusing clothes and am keen to see this topic more present in advertising too.

What website(s) do you use most regularly and why?

Google Maps. I travel a lot and constantly need to find my way around in new places. Even if I'm already in that street, I would Google it, just to be sure.

What’s the most recent piece of tech that you’ve bought and why?

A JBL Flip 4 speaker, a birthday present for my dad. He is a passionate road cyclist and regularly attends amateur races in Italy. He made a video of his Italian co-domestique, using a speaker in his water-bottle holder to keep the group going. My dad is very much into music and this was a genius idea, I got him a speaker for his cycling races.

Facebook, Instagram or Twitter?

Instagram Stories. I am a foodie and not afraid to share my culinary experiences with the world after catching a table at some of the world’s best restaurants (a passion and a vice at the same time).

What’s your favourite app on your phone and why?

Any app like Whatsapp, that connects me with my family, friends, boyfriend or my MA study group. And Google Calendar, because I don’t have to remember appointments myself.

What’s your favourite TV show and why?

It is probably Modern Family, because it’s so relatable and full of human truths. But in today’s world of constant steaming, it’s hard to choose a favourite TV show. Two on my list which I want to watch are The Handmaid’s Tale and Big Little Lies.

What film do you think everyone should have seen?

Night on Earth by Jim Jarmusch. I’m not going to spoil anything by explaining, just watch it.

Where were you when inspiration last struck?

Most likely I was exercising because I have the best thoughts during yoga, running or horseback-riding.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I see more women in leadership positions, which is a great development of the industry. There is still a long way to go to diversify it, but there is attention and momentum which is important. I have always tried to be a mentor to my younger team-members, long before my position as creative director, and will continue to do so. It’s not only the task of men to acknowledge female leadership, it’s equally and importantly the task of women to help other women to get there. Leadership needs to be an active practice, not a rank of hierarchy.

If there was one thing you could change about the advertising industry, what would it be?

Work created for award shows. Social cause work created for award shows. The unsustainable way of wasting talent, energy and ideas. In my work I aspire to change these things every single day, because I believe it’s not things I could change, but ones I can change.

What or who has most influenced your career and why?

Inspiring and smart women around me, who were never afraid to ask, never too precious to act and never too complacent to stand-up.

Tell us one thing about yourself that most people don't know…

I really don’t like board games. I think it’s because I don’t like to lose… or maybe because I always lose? Probably both. Maybe board games say more about me than I imagine...