The Source: Caroline Pay

What is the most creative advertising idea you’ve seen in the last few months?

KFC Lunchtime is Coming. This one tickled me. Is it because it’s bloody funny and bloody well done? Is it because I binged-watched Game of Thrones for the month of October? Is it because I’m happy my pals at BBH got a great one out before [the] KFC [account] went to Mother? Or is it because I just simply bloody love chicken with rice? Probably all of the above, tbh. While we’re all working on creating the next generation of original content that takes the world by storm, at least we can appreciate the best out there and have some fun with it!

What’s your favourite website?

I can honestly say it’s Net-a-Porter. I very rarely go shopping anymore. I shop hard, late at night, spoiling myself depending on how difficult the day has been or how many wines I’ve had…!

What website do you use most regularly?

Also, Net-a-Porter – much to the disappointment of my bank balance.

What fictitious character do you most relate to?

Sandy in Grease – before and after.

What product could you not live without?

Gin! More specifically Silent Pool gin. Looks beautiful. Tastes beautiful. Launched by a beautiful friend of mine.

What product hasn’t been invented yet that would make your life/job better?

SwaggerDust™! I launched it at an event recently (it’s basically just a Pringles tube full of rainbow glitter), designed to remind people why they do this wonderful job we do. It brings back bravery, risk, the power of gut instinct. I want agencies and clients to trust their judgement and make that call. Especially if it scares the shit out of them. It’s a physical representation of a mindset that I think is crucial to creativity.

Mac or PC?

Mac. Mac. Mac. Mac. Mac. Mac. Mac.

What’s the best film you’ve seen over the last year?

Moonlight. Or Baby Driver. Or Manchester by the Sea. All three of these films moved me so much, in very different ways, I did not want to move from my cinema seat after the credits had rolled. I just wanted to sit in that moment and keep hold of that feeling right there, for as long as humanly possible.

What show/exhibition has most inspired you recently?

I won’t pretend here, I’m a show kinda gal. I know it’s not cool or high-brow, but still, Half a Sixpence on stage blew my mind. The energy, joy, choreography, sets and costumes and everything! Every single aspect of the show was top class. Sue me.

If you could live in one city, where would it be? 

New York vibe with LA weather in London, please.

What’s your favourite magazine?

The family section of The Guardian. Guaranteed tears every Saturday morning.

What track/artist would you listen to for inspiration?

It’s always been and will forever be Depeche Mode Just Can’t Get Enough. But right now, Khalid is also getting me through my days.

Who’s your favourite photographer?

Massimo Vitali. Kim Gehrig and I were lucky enough to shoot with Massimo – balancing badly on top of his scaffolding, 200 feet out to sea from a beach in Mallorca. We then swam back to shore with him. Happy days.

Who’s your favourite designer?

I’ll have to point you in the direction of theymadethislondon.com. Take your pick from there, really. Founded by Aine Donovan, an ex BBH-er, the site curates some of the most talented graphic artists of our generation. We worked with a lot of them on our She Lights Up The Night project for Refuge, when we auctioned pieces of work through Christie’s to raise tens of thousands of pounds for the charity.

If you could have been in any band, what band would you choose?

Abba. Who wouldn’t?