Channel V: The Chinese element is definitely there. But the rest is sadly lacking. By that I mean the energy, the youthfulness and the trendy feeling that make up Channel V. I think it's a creative opportunity missed.
The message could have been dramatised by using bold icons and giving the ads a focus. The rest of the elements would then fall in place.
Yazhou Zhoukan: Yazhou Zhoukan recharges the mind. Got it. But I'm left wondering how and why. The main point is that the campaign should give me a more compelling reason why I should read the publication. Then I can decide for myself if the publication can recharge my mind. And what has an offer of winning gold to do with recharging the mind? A map that indicates where the gold mines are will perhaps be more appropriate for readers.
Nestle: This Nestle TVC was used for the launch of Nescafe in Indonesia.
Perhaps, the introduction of the first instant coffee brand into the market.
Evidence 1: With Nescafe, it's not messy (since consumers don't have any idea of what instant coffee is all about and they are all brewing the coffees using the traditional method). Evidence 2: The cliche 'office drama' execution that we saw some 20 years ago (in those days, whatever we put on air became reality). I think it's a classic case of treating the consumer like a moron rather than one's wife.
Malaysian Airlines: When you don't have anything new to say about a brand, take what you have and say it in a different way. The MAS campaign is about service, comfort and in-flight entertainment. Which airline isn't?
How we say it then becomes the differentiation. Finding a new way of saying it is even more challenging. Well, the folks at Nissin have found a new way to say their noodles satisfy hunger. Why can't we do it for an airline?
Fanta: Youth has its appeal. And it's universal. Who can resist the temptation of three young girls with dyed hair and who are cheerful, colourful and offering new flavours? This is exactly what Fanta is all about.
1: Diamond Information Centre
Project: Two-stone collection campaign
Client: Diamond Information Centre
Brief: promote the two-stone diamond concept on sale at a number of
leading jewellers, including Chow Tai Fook, Ma Belle and Luk Fuk.
Agency: MK2 Communications
Creative director: Kasey Lin Copywriter: Joe Chan
Art director: Lilia Ng
[xyz]2: Channel V
Project: The ninth Channel V Chinese Music Awards
Client: Channel V
Brief: build awareness of the Chinese Music Awards and tie the event up
with the channel's 'Made in China' campaign, using paintings by Chinese
artists, Wang GuangYi, Fang LiJun and Chen WenBo.
Agency: Conrad Design
Creative director: Ted Yu
[xyz]3: Yazhou Zhoukan
Project: Yazhou Zhoukan re-energises you
Client: Yazhou Zhoukan
Brief: celebrate the publication's 15th anniversary with readers.
Agency: Redwood Asia-Pacific
Creative directors: Linda To, Joey Lee
Copywriter: James Lam
Art director: Joey Lee
Production house: Redwood Asia-Pacific
[xyz]4: Nestle
Project: Nescafe 3-in-1
Client: Nestle
Brief: build awareness for Nestle's instant coffee product.
Agency: McCann-Erickson Indonesia
Creative director: Marianne Waller
Copywriter: Pingkan Rarumangkay
Art director: Jackson J Mangari
Production house: Prima Raharja Sinematama
[xyz]5: Malaysian Airlines
Project: BX campaign
Client: Malaysia Airlines
Brief: reposition MAS as a world class airline.
Agency: Leo Burnett Kuala Lumpur
Creative directors: Alex Lim, Chan Lee Shon
Copywriter: Alex Lim
Art director: Chan Lee Shon
[xyz]6: Fanta
Project: Strawberry and Fruit Punch
Client: Coca-Cola Southeast Asia
Brief: introduce two new flavor line extensions (Strawberry and Fruit
Punch) in addition to the existing Fanta Orange in a typically Fanta
way.
Agency: Ogilvy and Mather Vietnam
Creative director: Daniel Comar
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