Drypers: Simple and effective. Naughty but nice. Nothing like a good laugh to get you high recall. Terrific casting, with the mother and child team contributing greatly to the charm of the commercial.
Tung Fong Hung: Great photographic execution with a stark visual style.
The TVC makes a believable contrast between then and now. Interesting footage from days of yore, when women were treated largely as chattels.
Both the concept and the tagline are sure to appeal to today's independent women, who are the obvious targets. Just one thing, and it's probably the stereotypical male in me speaking, but wouldn't it make more sense to feature the heroine more?
Singapore Civil Defence Force: Terrific direction. Fantastic cinematography.
But where's the creativity? Perhaps all government propaganda tends to be direct and straightforward. Beautiful visuals and a major production - this is clearly a case where the creative and production teams are having more fun than the viewers.
United Overseas Bank: I guess I'm supposed to be amused. But I just wasn't. The TVCs do nothing for me, either in single form or as a series.
What's the point in making a series of ads if they're not recognisable as a series? The logic of the message is convoluted. I really had to stop and think things over before I realised what point the TVC was trying to make. Maybe the ads were meant for a young audience. Even there,though, I think they've missed the mark.
Klim: Maybe it's just a different social climate - how many grandparents live with their sons/daughters-in-law these days? The ads just don't grab me at all. The premise of the cold war seems a bit thin, and in any case I am not convinced the emotional approach taken will create a desire to buy the product. I believe the commercial would have worked better if it had more tangible user benefits.
1 Nestle
Project: Nestle Chocolate Milk Online Campaign
Client: Nestle Hong Kong
Brief: Promote the new packaging through an online campaign with an
animated cow as the brand icon.
Online Agency: e-Crusade Marketing
Creative director: Endy Fung, Au Yeung Man Kit
2 Drypers
Project: Sculpture
Client: Drypers (Thailand) Corp
Brief: Generate huge brand recognition and boost up sales
Agency: BBDO Bangkok
Creative director: Suthisak Sucharittanonta
Production house: Matching Studio
3 Tung Fong Hung
Project: Tung Fong Hung
Client: Tung Fong Hung
Brief: Promote its slimming and detoxifying pills
Agency: Leo Burnett Hong Kong
Creative directors: Eddie Booth, Connie Lo
Copywriters: Connie Lo, Yvonne Kwan, Debbie Lam
Art directors: Ray Lam, Miranda Shing
Production house: Such Partner
4 The Singapore Civil Defence Force
Brief: Enhance the image of the force
Agency: J.Walter Thompson, Singapore
Creative directos: Dennis Tan, Joji Jacob
Art director: Benson Toh
5 United Overseas Bank
Project: Dental Queen, Dancing Queen
Client: United Overseas Bank
Brief: Raise awareness of a new credit card launch
Agency: Freeway Hong Kong
Creative directors: Timothy Chan, Ming Chan
Copywriter: Achilles Li
6 Klim
Project: Who most needs loving care?
Client: Klim
Brief: Form a longterm, emotional bond with the audience
Agency: Saatchi & Saatchi Taiwan
Creative director: Cheryl Cheng
Copywriter: Liberty Hsu
Art director: River Peng
