Archive for September, 2008

Bollywood Fever

the number of ads featuring indians and their culture has been increasing in the past years. here are some of my faves:-

1) M1 free IDD calls (Singapore)

well, he did say he delivers everywhere, no restrictions on area! :)

2) Camlin Whiteboard Markers

this one crosses a little over to the grey area and doesn’t portray the race in a very good light. but it’s one of my faves coz of the unexpected humor twist when the boss said the company needs change. you can replace the group with another race (or a mixed culture group) and it will still work.

3) Center Shock Chewing Gum (India)

love the payoff!

4) Happy Dent Gum (India)

thought i’ll end off with an ad from the McCann network. :) this is an award winning piece titled “Happy Dent Palace”, done by McCann-Erickson, India. a truly classic piece!

will add on to this entry if i come across any interesting stuff. feel free to suggest your faves!

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Search for the Next Great Book Cover

when I was a kid, I love to hang out at bookstores and just spend the afternoon away looking at the pretty book covers. content doesn’t matter at that point of time. it was more of the effects – embossed, spot varnish – that intrigued me. can’t help but touch and feel those covers. came across this recently – Creativity partnered with Penguin Books on a talent contest, asking artists of all types to conceive a cover design for one of the publisher’s upcoming titles – “The Island at the End of the World”.

The Island at the End of the World Synopsis:
A chilling novel about the near future, where most of the world has been destroyed by catastrophic floods. As a father and his three children begin to rebuild their lives alone on an island, his youngest son Finn begins to question how they arrived there and why they alone have been spared. Finn’s search for understanding takes an unexpected turn when a strange man named Will swims ashore, and he appears to know quite a bit about this family and the circumstances that surrounded the floods. But Finn’s father is determined to keep him silent and is willing to do anything to prevent Will from disturbing his family’s idyllic life on the island. Sam Taylor’s The Island at the End of the World is a riveting post-apocalyptic tale that explores the darkness that lies within the hearts of men.

Penguin’s Graphic Classics have become veritable collectors items, with cover art reimagined by contemporary artists like Frank Miller, Tomer Hanuka, Roz Chast and Art Spiegelman. there are 25 finalists, but here are some of my faves:-

1)


The concept of this design comes from the idea of an eclipse. It has a twofold meaning. First, it is the apocalyptic image of the Earth drowned by the flood, with only the island remaining, sprouting from the top. Second, it is the eclipse of the truth, the blotting out of reality by the pathological illusions of the antagonist.

2)

This image represents the seclusion and despair that Finn feels as he searches for meaning in a life nearly devoid of humanity. (alan.vladusic@saatchiny.com) * I like the specific arrangement of each word of the title, especially highlighting the words “The” and “End”.

3)

The cover I created shows a static blast erupting from a central darkened object. The central object represents the actual island while also symbolizing a big bang- like explosion representing the purity of new beginning and the inevitable corruption of it as well. (arianna.berk@gmail.com) * I’m always drawn to dark mysterious covers. I think the choice of visual is great because nothing seems to escape the attraction force of black holes, making it apt for this title.

4)

My cover illustration was intentionally devised to depict two different views of one singular object: the island. But the illustration is also intended to suggest some nature of the experience those who visit it must endure. Above the waterline, (1) the viewer sees a beautiful, bright, sunny day, enveloping a small but pleasant island, which is itself surrounded by a vast yet tranquil sea. But below the waterline, (2) the viewer gets to glimpse a darker, murky, more threatening environment contained within the menacing sub-structure underlying the island, suggesting a refuge that is anything but the peaceful and serene sanctuary its initial appearance seemed to imply. (pwitak@san.rr.com) * The contrast is superb! very impactful. also conveys the idea of global warming – earth looks like it’s drowning.

which ones do you like? :D

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you say what? #32

this is super hilarious! written by G, a copywriter whom i used to work with. she sent it to the creatives + suits she know – creatives in the “To” list and suits in the “Cc” list. you’ll find out why in a bit.

SO YOU WANT TO BE A SUIT? Here are some things you need to know:

1. Put everyone you know on the CC. Yes, the tea lady needs to know you told the writer to change Point #16 of the terms and conditions. Learn to CC every goddamned mother’s son.

2. Always cover your ass and make sure people know what you’ve been doing. (See Point #1)

3. Begin every conversation, every meeting with: “Just to recap our last discussion/meeting…” Because when you’re meeting for the 150th time to “discuss” what you “discussed about previously”, chances are, no one would remember what was really discussed….previously.

4. “My client says…” Another excellent conversation-opener.

5. Deadlines. 2 kinds:

a. To Client: A certain date, e.g. Nov 15.
b. To Creative team: A certain date brought forward by 2-3 days (number of days depending on how difficult the ECD is) e.g Nov 12.

Note: The Creatives must NEVER find out the promised date to the client.

6. If you’re feeling lonely, or hate having to make decisions or just rather talk about something than to actually do it – call for a meeting.

7. ‘Changes’ = ‘Comments’. Creatives are frail creatures so euphemisms always help. E.g. ‘Clients came back with some comments.’

8. Play client. Not happy with the concept? Dare not show the client? Then give your comments and pass it off as “the client’s.” (See #4)

9. Email chains. ‘FWD’ – a close cousin of the ‘CC’. (To recap, see #1) To showcase your flair for powerful & effective communication, always use ‘FWD’ together with ‘CC’ and affix with ‘FYI’. Don’t bother about deleting previous threads – you will work on the assumption that everyone has plenty of time on their hands.

10. A writer always has the last word in any argument. Anything a suit says after that is the beginning of a new argument.

 

brilliant! :D

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Nike Zoom – Quick is Deadly

what I really like about it is that this “bluetooth campaign” innovatively integrates elements of traditional and social media marketing. it only gets the message across, but it also actively engages the audience by getting them to experience running and speed – i.e. the audience read the ad, was interested about it and actually did the end-action by running!

Concept: For 3 weeks, consumers could participate in a race to win a new pair of the Zoom high performance shoes.

Where: 3 cities – Beijing, Shanghai and Guangzhou

How:
- There is one large billboard in each city which look like basic Nike ads but have been installed to give off a bluetooth mobile phone signal.
- When people approach the billboard they can receive the signal on their mobiles, which begins to function as a stopwatch and encourages people to run to a designated Nike store.
- When people arrive at the Nike store, a second bluetooth signal from within the store stops the “stopwatch” on the person’s phone and records their “run time.”
- Every day for 21 days, that store gives away one different pair of running shoes to the person with the fastest “run time”.

Best Practice Areas:
- Integrated campaign which actively engages the audience by getting them to experience running and speed; at the same time getting Nike’s message across to the rest of the people watching.
- Campaign relied on strong word of mouth to create a sense of discovery as consumers spotted the lightboxes in high traffic public areas.
- Impressive results: Across three cities in three weeks – 250 000 Bluetooth messages delivered, 15 000 participants (saw the message and ran!) and 63 pairs of Nike Zoom shoes awarded, 1.7 billion online impressions, 19 million print impressions and 17 million OOH target audience impressions.

Key Learning: Nike made their hero product relevant to the target audience. Also, the sight of runners racing from an outdoor site to the Nike stores added an element of “public theatre” to the campaign which makes it even more interesting.

watch the youtube video here:

Agency: Wieden + Kennedy, Shanghai

also, check out another great work done for Nike Zoom in Taiwan.

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Nedbank Solar Billboard

one of my favorite outdoor campaigns. this one won the 2007 Cannes Best of Show Outdoor Grand Prix. i summarized the following as part of an intiative that i’m doing for my clients. enjoy!

Concept: A solar powered billboard that generates 1350KW to power the kitchen of a primary school.

Where: A primary school in Gauteng, the smallest province in South Africa.

How:
- 10 solar panels are installed above the billboard and connected to the school’s electricity output.
- The panels can generate 1350 watts of power a day which is enough to boil 18.1 liters in domestic kettles continuously at any one time.
- This enables more students under the school’s feeding scheme to receive breakfast and lunch everyday.
- The billboard also holds enough batteries to store energy that allows it to be completely self-sufficient, generating enough electricity to light itself up at night.

Best Practice Areas:
- Innovative use of existing media space – The world’s first solar powered billboard.
- This billboard is environmentally-friendly as it does not require traditional electricity which is the major cause of global warming.
- Other than getting the bank’s message across, the billboard was also able to harness and convert the heat of the sun into a much-needed necessity in Africa – electricity – which currently powers the kitchens of a primary school and feeds 1100 kids a day.

Key Learning:
By redefining what an outdoor billboard can do, Nedbank managed to convey their corporate message in a creative way and at the same time, giving something useful back to the community.

catch the youtube video here:

Agency: Network BBDO, Johannesburg

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ThinkFamily – Ministry of Community Development, Youth and Sports

i don’t usually watch tv, but this is really one of the rare local ads that caught my attention. entitled “Family”, for the ThinkFamily campaign that aims to be a champion and advocate for the Singaporean family, making Singapore a great place for our children to play and grow, for couples to establish homes, and for parents to enjoy their children and grandchildren.

this is directed by the critically acclaimed and award winning film director, Yasmin Ahmad, and commissioned by the Ministry of Community Development, Youth and Sports – MCYS. the story portrays a father’s love for his daughter. very, very touching.

please continue to produce such high quality ads Singapore!

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adidas – Be The Ball

another great work by adidas – always achieving their brand motto “Impossible Is Nothing”. this is for their launch of the official World Cup 2006 match ball in the heart of Auckland, New Zealand. this campaign followed adidas’ global launch of its campaign for the FIFA World Cup 2006: +10.

Agency: Whybin\TBWA Auckland as part of 180\TBWA alliance

Concept:
To create impact for the launch of the World Cup 2006 match ball and a true ‘Impossible is Nothing’ experience by having the people of New Zealand be part of the World’s largest sporting event.

Where: ‘Sky Screamer’ reverse bungee site, heart of Auckland City.

How:
- An existing reverse bungee site was transformed into the new Adidas match ball.
- The 2.5m high ball sat in front of the largest billboard site in the country, featuring Liverpool Captain and England striker Steven Gerrard. This looked like Gerrard was striking the ball.
- A match commentary was broadcast by loudspeakers as participants were strapped inside the ball.
- Then, just as Gerrard boots it, the reverse bungee was blasted into the air at over 170km/h.
- The screaming occupants got to experience what it’s like to ‘Be the Ball’. Then walk away with an ‘in-ball’ DVD recording.

Best Practice Areas:
- A unique way for people to experience the match ball, not just be there to look at it or kick around with it.
- It allowed the audience to learn, interact and in an interesting way enjoy what it is like to be kicked at over 170 Kmph by Steven Gerrard.
- They also got to experience a true sound and visual experience when they are strapped in the ball.
- High production quality: The 2.5m ball was made of fiberglass and modeled exactly to be like the official match ball. Numerous tests were conducted to match the true speed of the ball kick off.
- Link to sales: New Zealanders can ‘Be the Ball’ during a period of 2 weeks by buying any official adidas FIFA World Cup football or pair of adidas Predator football boots from any adidas store.

Key Learning:
adidas truly captured the spirit of their motto – “Impossible is Nothing” by presenting yet another “world’s first” work. This execution not only allows the audience to experience the match ball, but they’ve also managed to showcase the performance of their new product in a very powerful way.

and of course, if you are interested in the science behind the actual match ball, check out their video here:

:)

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