Yang Guang: Unique platform, witty and refeshing. I could easily fall into the stories, pretending I am a 17-year-old school kid. But I hope it is only a kick off campaign for this platform since the story lines are a bit too familiar or too simple. Execution wise, there is still room for craftmanship.
Passat: I appreciate the effort, which successfully projects a three-dimensional character for a businessman. Well executed, except the outdoor scene seems a bit disconnected with the rest of the campaign.
Philippine Long Distance Telephone: Don't tell me these are ads.
Or does PLDT think it is being efficient by using posters in place of leaflets or catalogues?
Kompas: I can empathise with these ads especially the meal execution, although I am not an Indonesian. I am sure the campaign could do a good job to win over the hearts of the local public. However, the art direction and typography could be pushed further.
Lipton: This is the most talked-about campaign in Hong Kong and it has also attracted my attention. It was beautifully-crafted, particularly the thematic version.
However, there are two questions I have about the ad: Is the school girl in the classroom story too disruptive and rebellious, which could mislead and confuse young kids under 15? I was quite surprised that the television censorship board and the education department allowed this commercial to air in a prime-time slot. Also, will this campaign create a different brand personality which is not in line with other the products under the same brand? Overall, a very brave effort, and well done.
1 Anchor Beer
Project: Anchor Beer relaunch
Client: Asia Pacific Breweries (Anchor Beer)
Brief: Show how Anchor beer can smooth over life's little stresses.
Agency: Leo Burnett Singapore
Creative directors: Linda Locke, Tay Guan Hin
Copywriter: Victor Ng
Art director: Jon Loke
2 Yang Guang
Project: Yang Guang Iced Fruit Tea launch
Client: Coca-Cola (China) Beverages Ltd
Brief: To launch the Yang Guang Iced Fruit Tea.
Agency: M&C Saatchi
Creative director: Tan Khiang
Copywriter: Xavier Sun
Art director: Tang Di
3 Passat
Project: Passat thematic campaign
Client: Shanghai Volkswagen
Brief: Enhance Passat's brand personality and status as the car for the
new generation of upwardly mobile Chinese and educate consumers on the
superior features of Passat's new 2.8 V and 1.8 T models.
Agency: Grey Worldwide Shanghai
Creative director: Sam Chung, Helen Lai
Copywriter: Sam Chung
Art director: Helen Lai
4 Philippine Long Distance Telephone
Project: PLDT Vibe Internet
Client: PLDT
Brief: To launch PLDT's internet service.
Agency: Ace Saatchi & Saatchi
Creative directors: Merlee Jayme, James Bernardo, Grey Martin
Copywriter: Shirley Tan
Art director: Sam Alapan
5 Kompas
Project: Buka Mata Dengan Kompas (Wake Up to Kompas)
Client: Kompas Daily
Brief: To attract a younger audience to Kompas without alienating loyal
readers by communicating the paper's new image: intellectual and
credible yet modern and interesting.
Agency: Bates Advertising
Creative directors: Geoff Seebeck, Benny Gunardi
Copywriter: Wira Hadiprakoso
6 Lipton
Project: Lipton brand activation campaign
Client: Unilever HK
Brief: To transform Lipton to make it the brand for HK adolescents.
Agency: J. Walter Thompson Hong Kong
Creative directors: Stephen Mui, Andrew Ho
Copywriter: Paul Ip
Art director: Law Wing Tak
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.
