However, it lacks a memorable core idea that could elevate the brand to a higher level.
Szchewan Mobile: We have to put ourselves in the shoes of the audience when we watch this commercial. Nobody could dispute that China has improved dramatically in recent years, but most people are still exploring how these benefits have affected their lives. While the use of warm and smiling faces conveys the message of 'connecting people', it has been overused in the telecom category.
Kenzo: It's obvious that the TV commercial tried to look cool and chic, making Kenzo appear unique. But the execution failed to achieve what it set out to do. There wasn't much excitement or inspiration in this ad.
M1: Singapore's print advertising has been pretty outstanding, but unfortunately, these 002 ads are quite ordinary. The ads are nicely shot, but the execution stopped short of allowing them to stand out from the telecom clutter. The analogies used were somewhat expected and would not be able to gain empathy from the audience.
Vita Water: The latest Vita Water commercials adopt the bold and unusual formula that has been previously used by the Vita brands. While the formula succeeds in capturing the audience's attention, the concepts in both commercials are not entirely clear.
SingTel: The message couldn't have been made any clearer in these ads. The style and colour were so consistent that nobody could have mistaken them for anything other than SingTel ads. However, the World Cup was a very important event, and the advertising could have taken greater advantage of this opportunity to be even more exciting and engaging.
1. YEUNG GWONG
Project: Beach, Hang-out, Classroom, Restroom
Client: Coca Cola China
Brief: Promote the Yeung Gwong lemon tea drinks brand
Agency: Ogilvy and Mather, Hong Kong
Creative director: Annie Wong
Copywriter: Florence Lai
Art director: O'Poon
2. SZCHEWAN MOBILE
Project: Xiao Lian (Smiling Face)
Client: Sichuan Telecom
Brief: To promote the brand in the Chinese province of Szchewan
Agency: JiuYi Advertising, China
Creative director: Shita Yeung
3. KENZO
Project: Kenzo and Channel V Cyber-Scent Personality Profile
Client: Kenzo Perfumes
Brief: Create a lasting brand impression of Kenzo Perfumes in the minds
of 18 to 25 year olds in the Asia-Pacific region
Agency (in-house): Star Group
Creative director: Niall Phelan
Copywriter: Niall Phelan
Art director: Niall Phelan
4. M1
Project: M1 IDD 002
Client: M1
Brief: Promote M1's IDD services to corporate clients.
Agency: M&C Saatchi, Singapore
Copywriter: Ash Lim
Art director: Daniel George Wan
Production house: The Shooting Gallery
Director: Peter Bannan
5. VITA WATER
Project: Bosses and Lawyers
Client: Vitasoy International
Brief: Increase awareness of the Vita Water brand in Hong Kong
Agency: Saatchi & Saatchi
Creative director: Craig Davis
Copywriters: Renee Lim, Marc Lo
Art director: Maurice Wee
6. SINGTEL
Project: World Cup promotion
Client: SingTel Mobile
Brief: Promote the telco's picture messages, ringtones and other
data-services that launched during the World Cup.
Agency: Leo Burnett, Singapore
Creative director: Tay Guan Hin
Art director: Jon Loke
Copywriter: Victor Ng
