Private View: Paul Chan, partner, CTWCM Advertising
Project: Coke Olympic campaign
Brief: to strengthen the brand image during the Olympic period
Agency: McCann-Erickson Guangming Shanghai
Creative director: Beresford Mitchell
Art director: Gong Hao
Copywriter: Zhu Ming
COCA-COLA: I have a better idea for this ad. I'd keep Olympic 110m
hurdler Liu Xiang, but pair him with Olympic dive star Guo Jing Jing
instead. I'd keep the storyline of them doing stunts trying to get the
Coke, but feature Guo doing the hurdles and Liu doing a 10m dive. Isn't
that more funny? Don't worry, they'd get the Coke eventually. Maybe
inside a hospital.
BIRDS EYE AUSTRALIA
Project: 'Aargh You Hungry?'
Brief: to launch a new range of products for children under the Captain
Birds Eye banner
Client: Birds Eye Australia
Agency: TBWA Sydney
Creative director: Scott Whybin
Art director: Bruce Baldwin
Copywriter: Michael Syme
Production company: Animagrafx
BIRDS EYE: Did I miss something here? Forgive me, but I really didn't
get it. Is the product for kids?
Project: Final Notice/Many Bills
Brief: communicate the message that PPS is the payment system to help
you through any 'payment crisis'
Creative director/copywriter: Esther Wong
Art director: Charles Hau
Production house: Mutual Workshop
PPS: I think the TVC would be much better without all the supers and the
voiceover. The footage says it all.
Project: 'Super Shopping Girl - Nadia'
Brief: to pave way for the launch of Langham Place in late 2004
Client: Great Eagle Property
Agency: Ogilvy & Mather Hong Kong
Creative directors: Spencer Wong, Eugene Tsoh
Art directors: Philip Lee, Tommy Chung
Copywriter: Ronnie Hung
Production house: Film Factory
Director: Chan Man Chung
LANGHAM PLACE: Here you get something fresh. Using a song in French with
Japanese computer animation. Imagine the client getting the best of both
worlds, i.e. the classiness of the French, plus the youth appeal of the
Japanese. Next time I'll try to match a Japanese song with a Cartier
footage and see what happens.
Project: 'The Quick or the Famished'
Brief: communicate the message that Nomos Coils are fast acting
Creative director: Scott Patterson
Art director/copywriter: Kirsten Ackland
Photographer/digital imaging: Teo Studios Singapore
NOMOS: These are the best of the lot. Look at the visuals. What's this?
A skinny... frog? And look at the product shot. All in Bahasa Indonesia.
But you know there's a mosquito coil on the pack and you know what the
product is for and you kind of try to figure out the concept. Which is:
the product kills all mosquitoes, so the frog has nothing to eat and is
therefore skinny. Clever ad. Or is it me who's clever? No, the audience
would believe the creator of the ad is cleverer. This is reminiscent of
all those award-winning ads that Su of BBDO Bangkok once did.
Project: Sony Cybershot DSC-T11 'Stand Out'
Brief: to differentiate Cybershot DSC-T11 by focusing on its sleek,
Client: Sony Hong Kong
Creative director/copywriter: Rudi Leung
Art directors: Suyin Tan, Hoi Ming Fung
Production house: Tuckshop Films
SONY CYBERSHOT: I can imagine the client briefing the agency: "You have
to show the slimness of the camera and its large memory. Our target is
young people so you have to feature trendy people using our product." To
be honest, I've watched this ad three times but still don't quite
understand the story. Anyway, I got the bit about the product features."
Interested in having your campaigns reviewed? Send submissions to Atifa
Hargrave-Silk in the form of trims, transparencies or video printouts
for TVCs plus the TVC itself, and proofs for print ads and posters.
Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham
Street, Central, Hong Kong.
This article was first published on Media Asia
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