Levi's Japan: Original wisdom. Goes way beyond the cliched pontification about localisation. This represents a razor-sharp understanding of a search for individualism and ecstasy from within. From within, your feelings, your culture and your genes combine to make something cool.
McDonald's: Er ... nice. Food that leaves you smiling. Sometimes. Arguably, this Korean ad makes a simpler, tighter and more dramatic link to McFood.
Though I heard comments that the cheese single seemed to lead up to Kraft and not McDonald's.
Watsons Water: Great elevating insight that one can build great elevating campaigns on. But we have a great deflating campaign. Seems the brief writer was enthused enough to also do the creative and production work.
It seems the 'elixir of youth' is wasted with a brief pretending to be a TV spot.Lost opportunity. Sigh.
Citibank: One or two firsts? A hint of a smile around a bank that takes itself oh-so-seriously. And recognition of the world of music. Refreshing.
Charming even. Decent executional insight lowered a degree or two by the creative. What is less than refreshing is if you couldn't care less about Citibank, you would miss the 'reason why you should bank with Citibank'.
So you simply think everybody uses Citibank because they have been around for mighty long. It should have been cranking up the dramatic value of the core features a notch of two.
BMW: Clever, clean nostalgia advertising. The advertising reaches into the hollow emptiness in your stomach and tugs at your memory. The photo album makes you simply sigh wistfully, pick up the phone and get yourself a beemer ... Almost.
1. LEVI'S JAPAN
Project: "Originator" - Cool People II Campaign
Client: Levi Strauss Japan
Brief: Reinforcing Levi's core brand value of individualism
Agency: BBH Asia-Pacific
Creative director: Steve Elrick, Scott McClelland, Parag Tembulkar
2. SPIDER-MAN
Project: Spider-Man is here, spinning everywhere
Client: Columbia Tri Star Films
Brief: Promote the launch of the Spiderman movie
Agency: Kingmart
Creative director: Leung Yuet Ngor
Copywriter: Shirley Yip
Art director: Tam Hing Kit
3. WATSONS
Project: It's your body
Client: Watsons Water
Brief: A brand-building campaign designed to continue expanding the
water market.
Agency: FCB
Creative directors: Ronnie Wong, Patrick Tom, Clifford Ng
Copywriter: Gilbert Po
Production house: Film Factory
4. CITIBANK
Project: 100 years
Client: Citibank
Brief: Highlight the bank as having heritage and as being a leader in
banking innovations
Agency: DY&R
Creative director: David Smail
5. BMW
Client: Performance Motors
Brief: Tactical campaign aimed at encouraging BMW ownership
Agency: M&C Saatchi
Creative director: Shane Gibson
Copywriter: Nicholas Leong
Art director: Eddie Wong
6 MCDONALD'S
Project: Yellow Card
Client: McDonald's
Brief: Tap into World Cup fever
Agency: Leo Burnett Korea
Creative director: Hye Jeong Choi
Copywriter: Hye Jin Won
Art director: Myung Jin Won
Anant Deboor is the strategic planning director of J. Walter Thompson, Hong Kong.
