2 Minutes With ... Livio Dainese, CCO of Wirz BBDO in Zurich

His creative idols, from Bowie to Deadpool

Photo illustration: Ashley Epping

Livio is co-CEO and chief creative officer of Switzerland's oldest and second largest agency, Wirz BBDO. His campaigns for clients like Ikea, Migros, the Swiss National Railways, SBB, Mercedes, the country's leading telco provider Swisscom and UBS are among the reasons he was personally named the Swiss Advertiser of the Year in 2018.

We spent two minutes with Livio—a member of the Digital/Mobile & Social Media Jury for the 2019 Clio Awards—to find out about his background, his favorite work in advertising and beyond, and his strengths and weaknesses as a creative person. 

Livio, tell us...

The town where you were born. 

Little Brugg in the little Canton Aargau in little Switzerland.

What you wanted to be when you grew up. 

A musician.

How you discovered you were creative. 

When it took me less time to come up with ideas than others.

A person you idolized creatively growing up. 

Lemmy Kilmister of Motorhead.

A moment from high school or college that changed your life. 

When a girl told me, "You can't always be happy." And I suddenly noticed that's true. So sad. ;)

The first concert you saw, and your favorite band or musician today. 

That was Sepultura. Today, if I could pick just one, it would be Dinosaur Jr. 

Your favorite artist. 

David Bowie.

Your favorite hero or heroine in fiction. 


The best book you've read lately. 

Vernon Subutex by Virginie Despentes.

Your favorite movie. 

I've always loved and will always love Das Boot by Wolfgang Petersen.

Your favorite Instagram follow. 

Everything about cycling. 

Your favorite creative project you've ever worked on, and why. 

Always the last one, I guess. 

Your favorite creative project from the past year, and why. 

At the moment "The Last Sweater," a campaign we did for the WWF to help fight climate change. 

Someone else's creative project that inspired you years ago. 

I almost freaked out when I saw Honda "Grrr" for the first time. And I loved and still love and still get shivers by this one from Disney: 

Someone else's creative project that you've been envious of lately. 

"Viva la Vulva" plus almost everything from our friends at Colenso BBDO. 

Your main strength as a creative person. 

I guess I can spot diamonds (if there are any). 

Your weakness or blind spot. 

I'm a mess. 

One thing that always makes you happy. 

Family and kids. Yes, that's me, boring. 

One thing that always makes you sad.

Idiots of all kinds. 

What you'd be doing if you weren't in advertising.

I'd be either a very unprofessional cyclist or a mediocre musician.

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Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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