Xelibri: Nice attempt on a 'weird' brochure, which is part of an overall print and television campaign. But the retouching appears to be a hit and miss affair. Probably done in-house. The phone's Star Trekish designs are inspired, but re-labeling it PCD (Personal Communication Device) is not. The young will make a beeline for it; will be interesting to see how this plays out with Nokia's new game phone round the corner. Thumbs horizontal.
Dao Heng Mastercard: Here's the card - new rounded edge, new translucent centre. Here's the ad - old square box, old Nike attitude. Its 'Go for it' slogan even sounds like Nike's 'Just do it'. If ads are usually accused of over-claims, this one more than under-compensates for them. Thumbs down.
Nestea: Nestea's new ice lemon tea. Yum, I like nothing better than an ice-cold lemon tea in the hot summer. It's got a super ingredient - ice - that makes it cooler than thou. But the agency went overboard with the ice visuals. Definitely an overkill. The production values are somewhat more interesting than the average fare. Overall, the campaign will probably go on to sell lots of ice lemon tea. But, thumbs down.
Levi's: Weird. Fun. Quirky. It's an image ad. I won't even bother analysing why it works. Thumbs up.
StarHub: A good ad is a subconcious puzzle - when the viewer makes the connection, he's a happy bunny and good vibes flow between the ad and the viewer. The StarHub ad leaves no one in doubt that it's a puzzle, challenging the viewer to decode the message, then giving the answer in the very next line. But this one is for ages five and below. Thumbs down.
1. TIME
Project: Red Border
Client: Time
Brief: strengthen the unified and consistent communication of the brand
regionally and globally
Agency: Fallon (Minneapolis, New York, Singapore and Hong Kong)
Art directors: Bob Barrie (US)/James Lee (Asia)
Copywriters: Dean Buckhorn (US)/Terence Leong (Asia)
Creative directors: Calvin Soh/Yang Yeo (Asia)
2. XELIBRI
Project: That's so tomorrow
Client: Xelibri
Brief: launch the new mobile phone globally, including Asia-Pacific, and
associate it with fashion accessories
Agency: Mother (UK)
Creative: Cecilia Dufils
3. DAO HENG MASTERCARD
Project: Go for it
Client: Dao Heng Bank
Brief: build awareness of the bank's Mastercard offering
Agency: MK2
Creative directors: Kasey Lin/Nathan Lin
Art director: Marcus Tang
Copywriter: Y.C. Chen
Production House: Smoke Film
4. NESTEA
Project: Ice Rush
Client: Coca-Cola
Brief: roll out the new beverage ahead of a regionwide launch in the
summer
Agency: Lowe
Creative director: Michael O'Hare
5. LEVI'S
Project: Hip Flare Jeans
Client: Levi Strauss Asia-Pacific
Brief: unveil a new design aimed at funky, young women in Asia
Agency: BBH Asia-Pacific
Creative director: Steve Elrick
Creative team: Alex Lim/Tinus Strydom
Retoucher: Yau Digital
6. STARHUB
Project: MTV Code
Client: StarHub
Brief: establish StarHub as an information and entertainment leader
Agency: Batey Singapore
Senior art director: Sharon Chan
Group head of copy: Xavier Kiat
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, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.