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Member Spotlight: Al MacCuish

One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?

Meet Al MacCuish...

Introduce your place of work.
Sunshine is a creative agency based in Shoreditch, London. We’re home to just over 50 people from the worlds of marketing, entertainment and Intellectual Property. We like to think we bring a little sunshine to the brands we work with. It’s our job to create activity in culture that gets them talked about. By giving brands a purpose, voice and place in people’s lives though popular culture we’re creating positive energy around them. That’s not only good for audiences and the culture they’re passionate about, it’s good for client’s businesses.

What are you currently working on?
I work across all the agencies projects. The projects that are real focus right now are Boden’s global relaunch campaign for September, the launch of the Roald Dahl’s Prize for imagination in the US, and the 2015 Baileys Women’s Prize for Fiction. 

What work are you most proud of?
The Baileys Women’s Prize for Fiction. Gucci Chime for Change and Skype Collaboration Project.

What work from our archive makes you think ‘I wish I had done that’?
Many years ago, I was standing in a pub in Edinburgh with twenty boisterous Mancunians watching England Vs Scotland in the Five Nations (I was on the wrong side of the pub technically). At half time it got so rowdy it felt like it could all kick off at any given moment. Very un-rugby like actually. The ads on the big screen were largely ignored, when suddenly Guinness ‘Surfer’ came on. The pub fell completely silent. For 90 odd seconds a couple of hundred blokes stood in utter awe of what they were seeing. I’d never experienced anything like it  – and haven’t to this day. That piece of work was complete mastery of the form. I think it’s peerless on every level. That’s why the D&AD canon is so important. If you weren’t there, if you don’t know the work, the collective and greatest achievements of all the disciplines from the past 50 odd years are all in the one place. That’s something I’m very grateful for. It’s magic.

'Surfer' picked up two Black Pencils, two Yellow Pencils, and five In Book spots at the 2000 D&AD Awards.

What’s the best advice you’ve received during your career?
The best piece of advice I ever received was a good idea can come from anywhere and anyone. I just don’t believe that old school idea that only ‘creatives’ can be creative. Producers, strategists, account people, interns, everyone in your company is a consumer, viewer and audience member. Someone ultimately has to craft it into a meaningful piece of work but the sparks of a great idea are in everyone. 

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