PRIVATE VIEW: Christine Pong, head of creative at Market Catalyst

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