Olivier Tjon,Beyond Reason


In the late nineties Olivier created his own brand activation agency, and built a reputation with hallmark non-conventional projects for majors in music, film and entertainment: Universal, Warner, Sony, Sony Playstation. Quickly followed by high profile brands desperate to reach the ‘young urban adult’ demographic: Virgin Airlines, Diesel Jeans, Coke Light, Sprite, Red Bull. The agency’s success attracted mainstream brands in urgent need of some edgy coolness or marketing rejuvenation: British American Tobacco, Kraft Foods, Danone, … and AB-Inbev where he met Nathan Axford. Their work on Implicit Motivation, Decision Science lead to the creation of Beyond Reason.

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