Chan played a key role in developing E*Trade's campaign for its delayed launch in Hong Kong in the second quarter of 2001.
The fledgling shop, which lured Hong Kong mobile telecoms provider Sunday to its fold from BBDO a few weeks ago, has also won children's clothing retailer Chickeeduck without a pitch as well as projects for Sun Hung Kai Property, according to agency partner Chan
Titled 'Birthday Party', E*Trade's 60-second commercial attempts to communicate the point that the online broker's services help people change their lives for the better.
Highly sober in tone, the campaign is targeted at a broad cross-section of people. "The campaign reminds people to work hard to achieve their goals and not to waste time or opportunities, especially when they are young,
said Chan.
The TVC features a group of elderly people attempting to celebrate a birthday. The environment, however, is extraordinarily quiet because they have forgotten what a birthday party is. In trying to remember, they recall the days when they were young - when numerous opportunities presented themselves.
Hence the tagline: 'Life is what you make it. Have you made enough of it?'
Chan added: "In a sluggish economy, most people feel unhappy and worry about their future. But E*Trade, through the TVC, tries to demonstrate to people the importance of being positive and active."
