AXN: This television campaign has successfully created a persona for action, adenture channel, AXN. This is an interesting way of plugging a station to really buzz up your day.
SmarTone: Times are hard. Ad budgets have been sliced. Marketers must sell like hell. Some clients, if they can help it, see their campaigns as a multimedia tool for selling. But this is a flyer or a brochure masquerading as a newspaper ad. A good print idea ruined by too much copy that over-explains everything.
Sony So-net: All the elements of a good ad are here: sound strategy, good focus at prime target, clean and well-disciplined layout. No offence, but on closer inspection, you begin to notice that there is one thing missing - a strong idea.
HSBC Megasale: I used to love HSBC print ads, especially its TVCs. But this campaign is rather wanting and could be more exciting. Megasale events offer a lot of juicy possibilities. Take London's Harvey Nichols, for example. With apologies to the ad agency, I have seen this kind of execution way back three decades ago, where the standard elements of a print ad: lead-in, headline, sub-head and thick, bushy body copy are quite ubiquitous.
AIG Direct: Violators, sunbursts, screaming lead-ins, subheads shrieking to a high crescendo and yodelling headlines that have gone berserk. Hold your horses, fellas! A tintinnabulation of hardsell lines mixed with a buffet of fonts with quotations from talents to boot. They say this kind of stuff has been proven effective in selling. But I dare say that hard sell ads should have a dose of taste to be effective. With everything rolled into one in this ad, it's beginning to look and sound like a textbook.
1. AIRPORT EXPRESS
Project: Airport Walkbridge Banner
Client: MTR Corporation
Brief: build awareness of the fact that the Airport Express offers the
quickest way to the airport from the urban areas of Hong Kong
Agency: M&C Saatchi Hong Kong
Creative director: Keiron Simpson
2. AXN
Project: Need that buzz
Client: AXN Asia
Brief: reinforce AXN's role as the definitive action-adventure network
in Asia.
Agency: in-house
Creative director: Jacky Foo
Director: Kartik Budhraja
3. SMARTONE
Project: Email on the go
Client: SmarTone
Brief: launch new mobile email service called email on the go
Agency: Leo Burnett Hong Kong
Creative director: Connie Lo, Ray Lam
Copywriter: Yvonne Kwan
Art director: Paul Chow
4. SONY SO-NET
Project: So-net brand launch campaign
Client: So-net Hong Kong
Brief: announce the So-net service as part of a broadband offering by
Sony.
Agency: Euro RSCG
Creative director: Angela Pong, Rachel Chau and Marky Lo
Copywriter: Marky Lo
Art director: Sally Chu
5. MEGA HONG KONG SALE
Project: Mega Hong Kong Sale
Client: Hong Kong Tourism Board
Brief: promote the HSBC Mega Hong Kong sale initiative to Asian markets
and enhance Hong Kong's positioning as a 'shopping paradise' in order to
boost tourist arrivals and spending in the city.
Agency: FCB Hong Kong
Creative director: Ronnie Wong, Chris Chau
Copywriter: Tim Tong
Art director: Alfrence Mak
6. AIG DIRECT
Project: AIG Direct
Client: AIG
Brief: promote the brand's accident insurance product as well as the new
sales channel in AIG Direct.
Agency: Bates Singapore