Jenny Chan 陳詠欣
Jul 4, 2016

Cannes 2016: Don't just think 'direct', think 'direct everywhere'

Campaign caught up with Richard Yu (游明仁), chief creative officer of ADK Taiwan, for his analysis on Taiwan's performance in the Direct Lions.

From the Chinese-language interview with Yu, we summarise his key points here:

  • Some entries of direct marketing can possibly be grown from a single point of communication to an entire integrated platform, if the core idea behind it is malleable such that the same strategy can be duplicated on other points of communication. This was evident in the “The Swedish Number” for the Swedish Tourist Association by INGO Stockholm, which claimed the Grand Prix.
  • A lot of Taiwanese work, like its culture, is laden with poignant emotions and warmness that takes its time to touch the viewer and make an impression. Judges from the West, however, tend to be impressed by case studies with sharp reasoning articulated quickly.

As a side note: The “House of Little Moments”, produced by Yu's team at ADK Taiwan for Uni-President Enterprises’ Uni Noodle, captured the Gold Lion award in the Entertainment Lions category. This is the second Gold Lion a Taiwanese creative agency has been awarded since the Cannes Lions was founded in 1954, and was described by judges to be "a stunning piece of cross-channel integration" and "a category-defining campaign from Asia that is not looking toward America anymore".


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