I appreciate the effort taken by Olay to be different. I also
appreciate the constraint of a problem/solution approach which is
commonly dictated by the client. But I am disappointed at the very
ordinary result and unappealing art direction.
Nokia is interesting but the approach is not so original and the
scenario somewhat contrived. I suppose it will blend in pretty well with
the other ads within the same commercial break where other advertisers
are also talking to the cool and young generation.
The media buying tactic by StarHub is bold, but my response to the
concept of "What's next?" is: "What's next?" The true test to any teaser
campaign is the meat at the end - whether it can support the
anticipation, and result in a "Wow, that's really somthing!" What you
don't want is: "Is that all?" One suggestion is to have the teaser work
harder with the dominating effect of the subway itself.
A round of applause to the New World Mobility's creative and marketing
team for an outstanding campaign in a cluttered category. It is amazing
to see how the "hard-sell" features and claims are cleverly weaved into
a surprising and orignal execution. It is refreshing to see a
down-to-earth and substantial approach when everyone else is trying to
be cool and stylish but coming out as superficial.
It takes a lot of courage to come to terms with what the brand stands
for and translate that into a communication strategy. New World Mobility
might not be everyone's preferred brand but the campaign definitely
talks to somebody and amuses plenty.
On the execution side, the script is well versed and authentic, the
casting very convincing and realistic, some better than the others. But
on the whole, a campaign that will catch your attention and, most
importantly, the brand will be remembered with the ads.
Hindustan Times: I am assuming that these ads appear in the newspaper
itself and it is on such assumption that I made the following
evaluation.
When the message is the medium itself, I would have high expectations on
its image campaign. I have to say I am somewhat disappointed.
Change the logo and a few words in the copy, it could well be a campaign
for a fashion brand, a mobile phone, a shaver, a sanitary napkin. I
never knew that one needed to have an attitude and a fashionable outlook
to become a newspaper reader. And if such an approach is distinctive and
original in the market where it appears, I apologise. But still, can the
visual at least work harder to arrest my attention in a heavy stack of
paper?
Cityplaza: I have definitely seen that same execution before from a
video flash on sohu.com.
But that is not important if the exeuction is employed wisely to tie to
an original and relevant concept which I think is missing here. Based on
what had been done for the same client/brand in the past, one would
expect a lot more.
OLAY
Project: Olay Facial Moisturisation Programme
Client: Procter & Gamble
Brief: Demonstrate how Olay can moisturise and replenish skin
Agency: Saatchi & Saatchi Vietnam
Creative director: Paul Ewen
Copy writer: Paul Ewen
Art director: Nguyen Hoa Thuan
Production company: Getty Images Thailand
NOKIA
Project: Lost dog/Jewelry/Street Sweeper
Client: Nokia
Brief: Let consumers know about Nokia Professional Centres
Agency: Bates Hong Kong
Creative director: Iris Lo
Copy writer: Terry Cheng
Art director: Francis Hung
Production company: Such Partners
STARHUB
Project: What's Next? Outdoor Brand Campaign
Client: StarHub
Brief: To arouse people's curiosity and create a sense of anticipation
for future innovations by StarHub.
Agency: Batey Ads
Creative director: Chris Mitchell
Copy writer: Chris Mitchell
Art director: Kelvin Lim
Production company: Visual Impact Production
NEW WORLD MOBILITY
Project: Quality Network Campaign
Client: New World Mobility
Brief: To encourage consumers to tell everyone about Nokia being a
quality brand
Agency: Bates Hong Kong
Creative directors: Iris Lo, Keith Ho, Ronnie Yeung
Art director: Dixion Dai
Production company: Such Partners
HINDUSTAN TIMES
Project: Live Smart
Client: Hindustan Times
Brief: To encourage people to lead a successful life
Agency: Grey Worldwide, New Delhi
Creative director: Prathap P. Suthan
Copy writer: Prathap P. Suthan
Art director: Venkiteswara Iyer
CITYPLAZA
Project: Fighting
Client: Cityplaza
Brief: To encourage customers to visit Cityplaza Shopping Mall
Agency: BBDO Hong Kong
Creative directors: Paul Chan, K.C. Tsang, Keenan Ton and Danny Ma
Copy writer: Keenan Toh
Art directors: Chris Fong, Sally Chan
Production company: Touches
