Creative Minds: The real influencer was too expensive, JC Aujero hired an impersonator and broke the internet

1. How did you end up being a creative?

I wanted to be an astronaut. But there’s no NASA in the Philippines, so a pilot instead. Too expensive, so a game designer. No scholarship, so an animator. Doesn’t pay much, so an art director. Like any big idea, what you see now is just a compromise because of my budget growing up. 

2. What's your favourite piece of work in your portfolio?

‘Ms. Hurt' for Orocan. On paper, it’s a simple idea. But the story behind the process and how it seamlessly weaved into the narrative made it one of the most memorable projects I've had. 

Orocan, a plastics company in the Philippines, had a hit campaign making fun of itself. The next step was to go big: get the most elite influencer to endorse our cheap product. We reached out. Her rate was way beyond our budget; it was a no-go.  

So, we flipped the idea and got an impersonator. It fit the brand perfectly. The parody went so viral that it got parodied on Drag Race PH. 
 
TLDR: The compromise became the story. 

3. What's your favourite piece of work created by someone else?

‘McWhopper’ by Burger King. I’ve always liked ideas that make use of the wider narrative around itself.  Historically, BK had always taken a stab at McDonald’s. Finally, they’re proposing a truce this time.  
 
I believe they knew McDonald’s would never agree to this, and it made it look like an even smarter idea. It made McDonald’s look like it wasn’t fun and elevated BK even more. 

4. What/who are your key creative influences?

I consider Jesus to be the greatest communicator. Very visual too. He turned water into wine. He raised the dead to life. He cured an incurable disease. He talked to a prostitute. He multiplied bread and fish for thousands. He was the original rebel, the original disruptor, the original Zagger. I find real comfort in seeing this. 
 
Oh, and I like the guy who mentioned something like this, John Hegarty.  

5. What's the craziest thing you've ever done?

I once went into a casket to check its quality. I was somehow tasked to buy the casket for my grandpa’s wake. How do you check the quality of a casket? And does the quality even matter? What are you checking, even? It’s not like he would complain about the cushioning. RIP Dadidee, love you. Hope you liked the casket. 

6. What's on your bucket list?

I already went in a casket. Getting buried in one is next, right? 

7. Who do you most admire?

People who truly understand people’s quirks, tendencies, and egos and work with them. 

8. What career did you think you'd have when you were a kid?

I really thought I was going to be the first Filipino astronaut. Now I sell cheese. But I believe someday, space will have space for Filipinos. 

9. What advice would you give to a 10-year-old you, if you could?

Buy Bitcoin. 

10. What really motivates you?

I always love the idea of underdog stories. It’s weirdly motivating to go the distance when nobody believes you. Challenger brands, new teams, hungry people? It’s a recipe for success. 

11. What's your guilty pleasure? (Don’t limit yourself to food; this could be anything you indulge in.)

Scented Candles. I have an embarrassingly huge collection.