Advertising creative legend Neil Lawrence has died suddenly while on a surfing trip in the Maldives.

Lawrence was perhaps best known as the brains behind the former Prime Minster, Kevin Rudd’s, campaign slogan, Kevin07.

Lawrence has worked at a plethora of advertising agencies throughout his career and founded a creative agency called Lawrence in 2007. He is also the executive creative director for communications network STW.

A statement issued from STW said: “STW CEO Michael Connaghan said he was incredibly saddened by the news about Neil Lawrence. Out of respect for the family at this difficult time, he has no further comment to make.”

From his bio on the Lawrence site, Lawrence is described as having a “creative flair with a deep understanding of highly complex, strategic, political and corporate issues”.

Twitter has already been flooded with messages of sorrow.

Very sad to hear about the untimely death of @NeilTLawrence – he’ll be missed on #QandA and in many other places

— ABC Q&A (@QandA) July 15, 2015

Horrifically sad about @NeilTLawrence. A creative genius, without doubt.

— Kurt Sanders (@sanderlands) July 15, 2015

Vale @NeilTLawrence. His words and creativity changed the direction of our nation – over and over again http://t.co/U0f0z0RERg? #advertising

— Sandy Biar (@SandyBiar) July 15, 2015

He said you are what you eat and he only ate dinosaurs, but @NeilTLawrence slayed some dragons and left us a legacy. Let’s remember him well

— David Epstein (@DavidEppy) July 15, 2015

Vale Neil Lawrence. Friend, inspiration, loyal warrior. Thinking of Caroline and family. Your passion will live on @NeilTLawrence #auspol

— David Epstein (@DavidEppy) July 15, 2015

Very sad news on the passing of @NeilTLawrence. Was a political adversary then a friend and best a fellow campaigner for Aboriginal rights.

— Mark Textor (@AGFchairman) July 15, 2015