But I have to say that I admire the previous campaigns of New World Mobility.
Philips: The visuals are eerie. But it does the job of stopping young people and making them think about the dangers of drug abuse. Some questions though. Is the logo on the top right corner a Philips Fund logo? Is the fund set up for a Thai youth anti-drug programme?
FedEx: Do you get it? Yeah, it is quite straightforward. Do you like it? Mmm. I am not too sure. Especially, the windmill execution.
McDonald's: The soul is not there. McDonald's is not an unknown brand that needs to be peculiar to get noticed. Every brand has a DNA of its own. McDonald's should be fun, food and folks underpinned by a 'child within' spirit. One might argue that it is a breakfast promotion and it could have some kind of a creative licence. I am not sure about the logic though. The breakfast should energise you after it is consumed, not before and not by just holding the bag. And the Chinese product name is 'Oxygenated breakfast' - I can't relate the name to the offering.
Lux: I like Karen Mok as an artist. However, this campaign is an also-ran. I have also encountered difficulties selling uncategory-like approaches to such clients. I remember one of my clients showed me a reel of haircare products, which were all developed in the same fashion but we came to a point where we couldn't come to any agreement on whether to go for an unconventional approach. His words, verbatim: "I have been in the category for 20 odd years and this is the kind of work that has allowed me to reach the position that I am currently in." I will hold my peace.
LG: The only hand phone with animated wallpaper? It is hard to judge if you are not in Indonesia. If it is, I must say that it is a very strong and unique selling proposition. With something the competition cannot offer, it should enable the agency to do something really different. May be they could have considered some different media that could drive the unique selling proposition further.
NEW WORLD MOBILITY
Project: Sing Mobile
Client: New World Mobility
Brief: sell the brand's new, mobile multimedia offering
Agency: Bates Hong Kong
PHILIPS
Project: Guiding Light Fund
Client: Philips Lighting
Brief: help the Thai Government's war against drug abuse
Agency: Leo Activation
Creative director: Sompat Trisadkhun
Art directors: Sompat Trisadkhun/Sanpathit Tavijaroen
Copywriter: Wichian Thongsuksiri
FEDEX
Project: Europe Lane
Client: FedEx Asia-Pacific
Brief: build the brand's European offering
Agency: BBDO Asia-Pacific
Creative director: David Guerrero (BBDO Manila)
McDONALD'S
Project: Gives you complete energy
Client: McDonald's (Taiwan)
Brief: demonstrate that McDonald's gives people an energy boost in the
morning
Agency: McCann-Erickson
Executive creative director: Jerry Kan
Art director: Chih Ming Kao
Copy director: Yaling Chen
Production House: Such Film
LUX SUPER RICH
Project: No Problem
Client: Lux
Brief: launch the Lux Super Rich hair care range in Hong Kong
Agency: J.Walter Thompson Taiwan and Hong Kong
Creative directors: Michael Dee (Taiwan)/Antonius Chen (Hong Kong)
Copywriters: Cindy Lin (Taiwan)/Antonius Chen
Production House: Cicada Film
LG
Project: The only handphone with animated wallpaper
Client: LG Electronics (Indonesia)
Brief: introduce the LG G5300 mobile phone
Agency: Leo Burnett Kreasindo
Associate creative director: Randy Rinaldi
Art directors: Hera Hadiono/Kosmas Santosa
Copywriter: Fabiola Renetta
Interested in having your campaigns reviewed? Send submissions to Alfred Hille 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.