Alphazeta: On one level, this campaign works very well. I am sure adidas would be pleased that the concepts of its trainers have been brought to life in an engaging way. The window displays would definitely catch my eye, and I can clearly study the design in the print. That's good. What has failed to happen though, is an expression I can carry away with me that will constantly reassure me that I haven't just become a fashion victim. "Speaking with my feet seems to be the concept of the range, but not the benefit to me. In other words, I get what the range stands for, but what about the brand? More precisely, what about me with the brand into the future? Maybe this was not seen to be a necessary part of the brief. Adidas has history, and has always been cool in my book.
And what's even cooler is you don't have to make it up. Just find it.
Djarum Black: While driving his open-top Saab, a groovy geezer flicks through radio stations desperately seeking the original James Brown "I feel good". You know this because every station is playing covers of the same, until he drives into a tunnel and the screen goes black. James Brown is Black. The screen is Black. Djarum Black is Black. The campaign carries the line, 'Full of Imagination'. To be fair, it isn't easy doing cigarette advertising these days.
ICAC: Hong Kong. A symbolic piece, from a straightforward script. Dealing with exactly what the ICAC is set up for. Keeping a mindful watch on under-the-table dealings, and the consequence thereof. Although the strategic thinking leaves something to be desired - on a subject which would certainly unearth some extremely powerful human benefits - it is saved by a filmic style I always enjoy but forgetting the bit where the table collapses on Central. You can almost feel Hong Kong through the commercial.
Australian Tourist Commission: I have a friend who puts together conferences all over the world for a big communications company. The brief is always the same. Sexy location, but make sure it happens on the day. Nightmare.
The extreme of these opposing forces would suggest a built-in friction, rich for creativity. On the other hand, the audience for these ads is very busy people. This is business to business, and the pressure is on.
Weighing it all up, this campaign has done its homework on the essential communication points, and delivers in a matter of fact way. If you then follow up the website address, it's more of the same. It's not interesting creatively, but it is reassuring in its ordinariness, and that's the point.
It probably works, when viewed from the other side of the world.
Singapore Air Force: Despite the fact that the desired response of this ad follows where many have been before; someone has been doing some thinking here. I am reliably informed that Singaporeans are rather keen on the cinema. So, the rest is self-explanatory. This is neatly followed up by faultless art direction. But then you would expect no less from Singapore.
CNBC
Project: Because no-one knows business better
Client: CNBC
Brief: reinforce CNBC's commitment to its viewers and reiterate its
position as the leading business news channel.
ALPHAZETA
Project: Alphazeta
Client: Adidas
Brief: build the unique personality of each Alphazeta shoe by bringing
the theme/letter behind each design to life.
Agency: Bang!
Creative directors: Ringo Wong, Chris Kyme
Copywriter: Chris Kyme
Art director: Ringo Wong
DJARUM BLACK
Project: No Black, No Soul
Client: Djarum Black
Brief: build the brand and raise awareness.
Agency: MACS909, Jakarta
Creative director: Ariyanto Zainal
Copywriter: Budiman Hakim
Art director: Shafiq Muljanto
ICAC
Project: Fight Corruption Campaign
Client: Independent Commission Against Corruption
Brief: reinforce the notion that corruption is detrimental to Hong
Kong's future.
Agency: J. Walter Thompson
Creative directors: Stephen Mui, Andrew Ho
Copywriter: Paul Ip
Art directors: Li Chi Tak, Law Wing Tak
AUSTRALIAN TOURIST COMMISSION
Project: Australia
Client: Australian Tourist Commission
Brief: increase the country's share of the business tourism market.
Agency: Whybin Lawrence TBWA
SINGAPORE AIR FORCE
Project: Recruitment campaign
Client: Singapore Air Force
Brief: entice people to join the Air Force.
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, 28/F, Dorset House, 979 King's Road, Quarry Bay, Hong Kong.
