Adidas:A very meaningful campaign for Adidas in China. It is a smart move for Adidas to associate itself with this emotional event - China's first time in the World Cup finals. It means a great deal for the Chinese and I'm sure it is also a huge opportunity for Adidas, if it is able to create an emotional bond with 1.3 billion people. The execution is effective with good cinematography and background jingle, which is relevant to the campaign's 'numbers' concept. However, I didn't think the supers for the numbers were necessary as they were already visually shown on the uniforms of the people. Both are there for the same reason, but obviously the idea of showing the numbers on the uniforms rather than in the supers is far more interesting.
Air France: This idea is campaignable, lighthearted, fashionable and visually interesting. Very well art-directed with strong branding feel - the blue colour. The line is simple yet meaningful. However, some of the visuals do not work well with the line, such as the 'Window' ad. Nevertheless, I still like this campaign, as I understand the difficulties for a campaign with so many versions.
Samsung India: The purpose of this ad is educational. It is more like an advertorial with a recipe of suggestions. Because it is too straight forward and lacking an idea, it may have been preferable to do something simpler and more direct.
British Airways: I like the car park gateway media use and idea. It is a really clever way to demonstrate the idea of 'Sleep on your back'.
Furthermore, using a car park entrance and exit for targeting frequent travellers is also relevant. However, the branding is probably too small for an outdoor ad, and I doubt drivers will have enough time to spot the brand when they only have a few seconds to see the visual while waiting for the gate to open. The other print ad for the same campaign is basically a straightforward demonstration. Compared with the outdoor gateway idea, it is less clever and rather boring.
Orbis Hong Kong: Simple and clever, and not much criticism I can make.
But it may be that the typography of the headline in the 'Telescope' ad is too bold. Also, the 'Medication' ad could mislead the audience into thinking that taking some medicine would help the blind recover, but I think it is acceptable in this case because it is understood as a creative twist.
Singapore Navy: The commercial grabbed my attention for the first few seconds for two reasons: it was exciting to see a flying missile but it was very disappointing to see the special effects. A good storyline coupled with good acting ensure that the audience would be interested in what would happen next. However, the ending is too obvious and unnecessary.
Furthermore, the whole commercial is rather weak in terms of creating a desire to join the navy. It is, no doubt, an entertaining and memorable piece of commercial, but it is not as strong as previous campaigns by the Singapore Navy.
ADIDAS
Project: Numbers
Client: Adidas China
Brief: Capitalise on the euphoria surrounding China's first ever
qualification to a World Cup final.
Agency: Bang
Creative directors: Chris Kyme
Creative consultant: Stanley Wong
AIR FRANCE
Project: Marilyn, Michelangelo, Scarf
Client: Air France
Brief: Highlight the pleasures of air travel
Agency: Euro RSCG, Paris
Copywriters: Etienne Turquet, Patrick Samot
Art directors: Aurelie Scalabre and Patrick Samot
SAMSUNG
Project: Microwave
Client: Samsung
Brief: To demonstrate that microwaves can also be used for cooking and
not just reheating food and beverages
Agency: Triton Communications, Delhi
Creative director: Atanu Chakraborty
Art director: Sonali Banerjee
Copywriter: Vikram Srivastava
BRITISH AIRWAYS
Project: Club World Bed
Client: British Airways
Brief: To promote the airline's business class Club World bed.
Agency: M&C Saatchi
Creative director: Shane Gibson
Copywriter: Nicholas Leong
Art director: Eddie Wong
ORBIS
Project: Travel Raffle, Walkathon Pills
Client: Orbis
Brief: Attract people to participate in a charity walk
Agency: D'Arcy Hong Kong
Creative director: Bryan Wong
Art director: Bryan Wong
Copywriter: Keith Lo
SINGAPORE NAVY
Project: Recruitment drive
Client: Singapore Navy
Brief: Boost the navy's overall image to make it a more attractive
career choice for high quality candidates
Agency: Saatchi and Saatchi
Creative director: Sion Scott-Wilson
Art director: Simon Cox
Copywriter: Jagdish Ramakrishnan
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.
