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2 Minutes With … Simon Au, ECD of The Kitchen
On living in a constant state of curiosity
Simon is the North American executive creative director at Kraft Heinz’s internal agency, The Kitchen. Under his leadership, the group has expanded to over 100+ team members overseeing 15 brands in just two years. Beyond his contributions to The Kitchen, Simon is a dedicated advocate for diversity and inclusion in the industry, particularly championing BIPOC and LGBTQ+ representation throughout his career.
We spent two minutes with Simon to learn more about his background, his creative inspirations and recent work he’s admired.
Simon, tell us …
Where you grew up, and where you live now.
Born in Hong Kong. Grew up mostly in Canada. Living in Toronto now.
How you first realized you were creative.
I would draw on every piece of paper that I could find when I was young.
A person you idolized creatively early on.
Madonna. Her constant creative reinvention was inspiring.
A moment from high school or college that changed your life.
I studied in the U.K. and went to the V&A Museum where they had an exhibition of the best advertising of the past 50 years. I realized then that’s what I wanted to do in my life.
A visual artist or band/musician you admire.
A book, movie, TV show or podcast you recently found inspiring.
I followed TikTok and read A Little Life. And yes I did cry like everyone else did on the platform.
One of your favorite creative projects you’ve ever worked on.
Uber’s “Keeping the Streets Safe with the Safe Breathalyzer”
A recent project you’re proud of.
Someone else’s work that inspired you years ago.
Sony Bravia’s “Colour Like No Other.” The visuals! The SOUNDTRACK!
Someone else’s work you admired lately.
Doordash—all the ads.
Your main strength as a creative person.
I’m in a constant state of curiosity about new things.
Your biggest weakness.
Impatience to get things done.
A mentor that helped you navigate the industry.
Arthur Fleischmann, CEO of John St. He taught me things about the industry beyond just the creative.
How you’re paying it forward with the next generation of creatives.
We host an open house for LGBTQ+ creatives to help them break into the industry.
What you’d be doing if you weren’t in advertising.
Architect.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
