Advertising /
To advertise, we study our subjects deeply to understand it and explore the likable in it. Then magnify the likability thru attractive images and a new angle.
REINVENTED MEMORIES
02 Dec 2015
Three epitomes of ‘Collective Memories’ are identified (i.e. Red-White-Blue Pattern / Egg Waffle / Arcade Game).
Each of them finds a new elaboration: (1) Red-White-Blue becomes pattern on fashion items; (2) Egg waffle is made of macaroons; (3) Arcade games are played on smartphone.
Thru reinvention, ‘Joy can be Timeless’. The idea is also to advocate a positive thinking to move forward, instead of lingering with memories. We should build upon what we have, and always believe the best is yet to come.
GIFTED STYLE
02 Dec 2015
It is a lucky draw of a luxurious mall, which grand prizes are assorted fashion items. To promote a lucky draw, we are required to be ‘hard selling’, while keeping a premium tone.
We are straightforward to say we give away ‘Style (products)’. But instead of specifically featuring any products in a wrapped gift box, it is a ‘stylish look’ (subtly carrying those products).
The tagline is ‘Gifted Style’. It candidly speaks the theme. It also doubly means style is a talent you can’t buy, as a praise for shoppers who are wise to shop at the mall.
ROMANTICIZE A RESIDENCE
02 Dec 2015
When we’re tasked to do an Ad for the residences, we pay a visit. The first impression is that it looks and feels like Monaco (i.e. beautiful sky, blue sea, unblocked sunshine, yacht club, beaches, low-rise buildings, tranquility). Everything is so un-HK, but they actually exist here.
To articulate such dramatic contrast, the Ad says that the place you lived everyday is like a place for luxurious holiday. The photo of Gold Coast is real. The photos of Monaco is retouched to create the ‘mirror effect’, yet all elements are from Monaco.
02 Dec 2015
DELICIOUS ART
This Ad is to promote a precinct of premium restaurants.
Cuisine at its best is described as a kind of art. We try to visually present such viewpoint by analogizing cooking with painting, a cook with an artist.
The visual style is green and relax (instead of glittering luxury), because ‘naturalism’ is the tone for the new generation premium restaurants.
Fine food is actually a ‘Delicious Art’, and that’s the tagline.
02 Dec 2015
BURNING THRU PRINT AD
It is a Xmas promotion, featuring hip hop dance and music. The tagline ‘Christmas DJ (Dance & Joy)’ aims for a trendy impression, on top of the festive theme.
The main design is a collage of hip (dancer, woofer) and Xmas (snowflake, deer) elements. It is to blend pop culture with festive celebration.
It is a 2-page print Ad. When the page is flipped, it’s like the collaged emblem has burnt thru the page and left on the next page. Peripheral space on the next page contains content of the promotion.
02 Dec 2015
I'M ___ING ANYWHERE
The tagline ‘I Move the Trend / 潮流因「我」而動’ has two meanings. First, i-mode service is a pioneering platform and its users are trendsetters. Second, the service is literally making every trendy stuff moving (mobile), because it comprises numerous playful applications for phones. The word ‘I’ represents both the service and the users.
Visually, various objects (e.g. game console, camera, pen, etc.), which represent different applications, are shaped into the i-mode logo. Such graphic method is highly adaptable to include any new features of the service.
02 Dec 2015
FITNESS x DANCE
It is an Ad for a promotion of aerobics and lady sports, featuring a Korean star renowned for dancing.
The design aims to make aerobic exercises look like pop dance performance, so as to highlight the crossover and make the sports even cooler.
The graphic splash and sparkles are like sweat, as well as stage effect. Outfit of the star is not typical sporty, but touched up with fashion style.
02 Dec 2015
THE GREAT MAC
What should a bigger Big Mac be called? It seems straightforward: It’s ‘The Great Mac’. It’s simple yet powerful to communicate it’s the best of McDonald’s. It reinvents a legend.
This super burger of McDonald’s is positioned as the royalty of menu, to dramatize its top quality, taste and volume.
The design is deliberately differentiated from typical McDonald’s style, crafted as an Ad for premium restaurants. It’s to say the great taste blurs the line between fast food and fine cuisine.
02 Dec 2015
BLACK IS ON THE MOVE
A key selling point of X70 is the glossy black surface. The notebook is also highly mobile with its all-in-one compact design. It is a stylish icon, black in color, on the move anywhere. The tagline is ‘Black on the Move / 今季，流行「黑」’.
A black motorcycle epitomizes both concepts of 'stylish black' and 'on the move'. Motorcycle enhances emotional appeal of the product.
The mechanical details also create a feeling of sophistication, which suits a hi-tech product.
Chinese New Year and Valentine's Day usually come at proximate dates. The mall like to run one promotion for both festivals, embracing two very different natures as one.
Instead of a problem, we see the contrary tones an interesting idea to put them together in one design.
We split the layout to feature the two topics and styles, while they are being stitched together by two robins.
From model styling to graphic treatment, the design juxtaposes a fusion of: traditional & modern, prosperity & romance, East & West.
02 Dec 2015
NEW YEAR x VALENTINE'S DAY
