Tuesday, July 13, 2010
'Break the glass'
Amnesty International's 'Not Here but now' campaign is one success campaign that effectively engaged with the people. Strong and invasive message that is undoubtedly attention gathering and insight probing. If turning this idea into a tv ad, I would propose an idea of 'Break the glass'. The idea would not just limited to print ads, but also a campaign's idea that can run on several media. Imagine the circumstances that the actual situation is happening in front of you but you are not able to help (if you really care). What separates us are the glass, a see through but tangible obstruct.
We could have two groups or two individuals, both from different living conditions, doing their daily task and have the audience understands their effort is needed for their greater future. We can do more to help if we really want to offer our help, the distance will not separate or stop us. The wall of glass reminds us, they could be so near to us. Break the glass. Make the connection.
We could have two groups or two individuals, both from different living conditions, doing their daily task and have the audience understands their effort is needed for their greater future. We can do more to help if we really want to offer our help, the distance will not separate or stop us. The wall of glass reminds us, they could be so near to us. Break the glass. Make the connection.
Monday, July 12, 2010
Now
‘Since today’ 源之今天
Commercialism changed how we look at the world, provide us with a frame in our perspective. When we sell, we sell a brand’s heritage and history, awards and achievements. We appreciate those intriguing facts about the background of a particular organization. ‘Since today’ is a new perspective. We live in present and not in the past. Further down the road, a perceptual branding is a new direction for some new emerged companies. Let it be hybrid or revolutionary product. Not since 1973, 1855, or 2000. It’s ‘Since today’.
Commercialism changed how we look at the world, provide us with a frame in our perspective. When we sell, we sell a brand’s heritage and history, awards and achievements. We appreciate those intriguing facts about the background of a particular organization. ‘Since today’ is a new perspective. We live in present and not in the past. Further down the road, a perceptual branding is a new direction for some new emerged companies. Let it be hybrid or revolutionary product. Not since 1973, 1855, or 2000. It’s ‘Since today’.
Tuesday, July 6, 2010
痕迹
客户：10AM
Big idea：必留痕迹 Leave A Mark
问题：在每个广告人的想法背后，都只存在一个目的，那就是创造impact。当然，不同的观众或商家对于广告都持有不一样的态度。有些保持怀疑的认为钱大可使用在进行推销或其它方面。至于相信广告功效的，也积极的寻找有影响力和创造力的广告公司。由于新加坡人才济济，如何才能在喧闹中突现自己的光芒？
想法： 凡走过必留下痕迹，这句话对于多数人都并不陌生。 广告的功效就是要在那短短几秒内获得观众的目光，而10AM的点子也能从那时段里在观众的脑海里留下痕迹。‘痕迹’的作用就是让观众能把讯息储存在脑海，达到一定的思想作用。
醇智慧
客户：Guinness
Big idea: 醇，智慧。
Supporting ideas:有智慧，不孤单。
问题：多数的人们都只把啤酒和欢庆，激情联想在一起，而忽略了他还有的另外一面。Guinness的香醇是需要拥有智慧和胆识的人才能用味蕾品尝出来的。
想法：无论是在欢庆还是在独自的场合，喝的是醇香，构思用的是纯的智慧。当身在喧哗中， 复杂的事情在他/她眼里越是单纯。当处在无人之境，懂的欣赏香醇，拥有的越是纯的智慧。
Big idea: 醇，智慧。
Supporting ideas:有智慧，不孤单。
问题：多数的人们都只把啤酒和欢庆，激情联想在一起，而忽略了他还有的另外一面。Guinness的香醇是需要拥有智慧和胆识的人才能用味蕾品尝出来的。
想法：无论是在欢庆还是在独自的场合，喝的是醇香，构思用的是纯的智慧。当身在喧哗中， 复杂的事情在他/她眼里越是单纯。当处在无人之境，懂的欣赏香醇，拥有的越是纯的智慧。
从灵开始
客户：普腾 （Malaysia）
Big idea：从灵开始
问题：在多数马来西亚人的眼里，他们对于国产普腾是又爱又恨。爱的是因为他们热爱这片土地，反之是因为恨铁不成钢。在环保和节能的时代能继续占据市场一大部分之前，普腾必须改变的是人们的思维，让一切的认知从零开始。
想法：所谓的从零／灵开始，是发自内心对一件事的从新评估，并且抛开日前繁重的成见。Proton Emas（有待中文翻译）的出生等于划下新的一道起跑点。一部汽车的灵无非就是它的引擎，在迎合新科技过程，它的灵将彻底改变你对这个品牌之前的疑虑。在任何行销的作业中，这是唯一一次能再把失去的再找回来。
Big idea：从灵开始
问题：在多数马来西亚人的眼里，他们对于国产普腾是又爱又恨。爱的是因为他们热爱这片土地，反之是因为恨铁不成钢。在环保和节能的时代能继续占据市场一大部分之前，普腾必须改变的是人们的思维，让一切的认知从零开始。
想法：所谓的从零／灵开始，是发自内心对一件事的从新评估，并且抛开日前繁重的成见。Proton Emas（有待中文翻译）的出生等于划下新的一道起跑点。一部汽车的灵无非就是它的引擎，在迎合新科技过程，它的灵将彻底改变你对这个品牌之前的疑虑。在任何行销的作业中，这是唯一一次能再把失去的再找回来。
Tuesday, June 1, 2010
Ministry of Education
Client: Ministry of Education
Big idea: We don't judge. We nurture.
Problems: As the ongoing campaign running by MOE to recruit for more people to join the teaching field, the message that need to be communicated with the targets is the significance of teaching.
Execution: A recent survey shows that, the Millenials, or commonly known as Generation Y, are more concern with the meaning of life than their previous generation. If MOE wanted to have more fresh-graduate to be part of their family, they need to have the public perceived the ideas of teaching differently, perhaps more significantly. Very often, most of the people agrees that, teacher do judge a lot regarding to the student's characteristic and stereotyping. This is a message that needed to be stress, emphasizing the changes that the teacher could makes.
Big idea: We don't judge. We nurture.
Problems: As the ongoing campaign running by MOE to recruit for more people to join the teaching field, the message that need to be communicated with the targets is the significance of teaching.
Execution: A recent survey shows that, the Millenials, or commonly known as Generation Y, are more concern with the meaning of life than their previous generation. If MOE wanted to have more fresh-graduate to be part of their family, they need to have the public perceived the ideas of teaching differently, perhaps more significantly. Very often, most of the people agrees that, teacher do judge a lot regarding to the student's characteristic and stereotyping. This is a message that needed to be stress, emphasizing the changes that the teacher could makes.
Sunday, May 2, 2010
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