Wednesday, 29 April 2009
Tuesday, 28 April 2009
Date: 29 April (Wed)
Time: 3:00pm-5:30pm (Pls ask students to be there 15 min before the event starts)
Venue: KT Hall
3. 資深輔導師黃茵—她是ICC LTD. (姻美輔導中心)的創辦人；她更是不同跨國企業培訓的專業導師；亦同時為好多學校、家長作學生或親子輔導工作。
4. 資深廣告人譚麗轉—現為CandyFoon Infinity同想飛傳播董事。譚女士擁有二十多年行銷傳播企業的製作和營運管理經驗。她因從事平面設計而涉足印刷業；亦曾經係奧美廣告公司工作多年，主管創作服務部。
Monday, 27 April 2009
You really need to work full speed from now. Talking about day and night non-stop for ultimate output to finish all your executions in different media. No kidding!
Don't locked up by the idea whether it's about taste or about 150 flavours, it's useless if you cannot push it further, with copywriting in particular, or with a convincing and appealing visual. I hate to say this but I think you have not pushed it strongly. Forget about the palette. It's just boring. Don't be too rational, because you can't 'calculate' idea. Creativity needs a push with intuition, wild thought and risk taking. Try something else. Think oppositive, ask what if questions.
Concentrate on your big idea please - reminding people in every aspect of their daily lives. Be brave and explore any possible execution along this line.
Books can be useful. How useful? When useful? Where useful? Useful for who? Useful for what?
our big idea is 'see what we can do with 'snack'. Then show us what you can do with it!
HK night parade
looking good. Please refine and modify as discussed. Need add more CNY and local features, brighter colors, chinese chracters, shop signs, calligraphy, etc...
Step away and think different. The 'reverse' idea is just a quick thought by intuition. You don't need to follow if it has no spark on you. Try starting off with a different media to see what you'll be up to. Never say no (idea)!
Sunday, 26 April 2009
Saturday, 25 April 2009
In Japan it's not unusual to come across outdoor street events promoting one brand or another. However, about a year ago, Microsoft Japan caused a bit of a sensation when it initiated the "Big Shadow" project in the Shibuya area of Tokyo. Shibuya is a part of town that's especially popular amongst people 15-35—ideal targets for the product spotlighted at the event, theBlue Dragon video game for the XBox 360.
In the game, the main character has control of a giant shadow that is able to fight and defeat enemies. To give people a sense of the game, Microsoft projected enormous shadow creatures on the wall of a building in a high traffic area, and passers by were invited to use their own shadows to interact with them. Simultaneously, Microsoft made it possible for people to access and control projected shadows from their computers at home—all in real time.
The event and website were awarded a gold medal in the interactive campaign category of the Tokyo Interactive Ad Awards.
Friday, 24 April 2009
Wednesday, 22 April 2009
Tuesday, 21 April 2009
Monday, 20 April 2009
More info, background and info on future releases can be at facebook.com/pages/World-Builder/73936485659 Become a fan and keep in touch.
Sunday, 19 April 2009
See what does it mean to be exaggerated. It surely draw your attention, you are aware of what it's talking about, be interested, and surprised how it has responded to your dream of being attractive... and the strapline reinforces that! think along this direction in doing yours.
Friday, 17 April 2009
Here are the summaries of my comments today:
Yahoo Auction (K & Wang)
Stick to your RoA (Online shopping is interesting), then you should aim to get the right response, if not, you will know it's not working. Insight is good, unexpected linkage. Visual reference is good, please try your best to show us the surprise or what's interesting in your ads.
Yahoo Auction (Shan-shan's group)
The usp and insihts are good. But the response of your ads in most media do not tally. We simply cannot know what you are talking about with the $100 dollor note. When you say stepping stone, how do I know Yahoo is one? The message is unclear if not uninteresting.
V good insights and ideas. The signature one is interesting. Need to work out the execution especially with the online/interactive media. Powerful or meaningful? Please explore. Build your stories around it, any chance for a emotional response? The last gift idea is also worth exploring, pity that you haven't done it.
Response first. How does it reflect the RoA? Ask yourself 'So What?' What should be done on the front of the DM card, so that the audience will get the message and be inspired when they turn over and see the 古蹟? Telling facts is not enough! What can 古物 or 古蹟 do to our daily lives? What emotion can they trigger? What surprise can they give us? What stories can they tell? These are more important than just showing off their existance.
The Superman idea is fine but rather cliche. Can you make it more unfamiliar? How can you emphasize "drunk" driving? Can you extend the idea to include other super heros? Giving you more flexibility and opportunity to bend the rule and come up with more unpredicted results?
Start with your RoA and work on the desirable response to get ideas. The quickest to recharge yourself is simple and clear. Then work on it and don't mess things up to seduce your audience. What would happen when someone is recharged? How does it happen? Picture a different setting? to make your audience shock please.
The ads cited in the lawsuit, filed in U.S. District Court in New York by a Pepsi unit, are currently running in print, on billboards, in store displays and on a relaunched Web site. They say that Gatorade, which holds about an 80% share of the U.S. sports-drink market, is "missing" two key electrolytes, calcium and magnesium.
Pepsi's lawsuit claims Powerade ION4's own levels of those electrolytes represent less than 0.5% of the recommended dietary intake for adults, and there is no evidence that they improve the beverage.
In its complaint, Pepsi claims Coke's advertising harms Gatorade's 44-year-old brand, especially as the image of a half-bottle of Gatorade labeled "incomplete" is juxtaposed with a "beauty shot" of Powerade ION4.
"The truth is scientists say there is no evidence that Powerade ION4 is a more complete sports drink than Gatorade," a Pepsi spokesman said.
Pepsi asked that the ads stop immediately, especially as "the biggest selling season for sports drinks is beginning."
Coke said the company stands behind its product and is "prepared to defend the role that Powerade plays in hydrating consumers."
Pepsi and Coke have routinely challenged each other in court. In 2006, Pepsi sued Coke over its television ads for Powerade Option, a low-calorie sports drink. Coke settled out of court. In 2007, a federal judge dismissed a Coke lawsuit that charged Pepsi with patent infringement on a collapsible bag that dispenses syrup for fountain sodas.
( personally I think because of their long term fighting, has created a lot of witty and great ideas for them, and for us to enjoy. So I really hope that battle goes on, haha =] )
Thursday, 16 April 2009
1. Extend ideas especially when you thought you're in a dead end on the mind map.
(When we can see those objects as "luxury good", it bring out the ideas like "expensive", "living quality", "fashion" etc... So that it generate ideas in systematical way.)
2. The problem is viewed in another way that we couldn't see in the first glance. Different question lead to different answer.
(When Augusta sees the problem as "graphic design" those elements are just "icons", "pixel", "2D" etc. and it is easily to extend ideas like "illustration", "B/W", and even "all contain circle in it" they are all in our first sense - visual)
(When Wingo sees "artificial", "every day", and deeper "meaningless if no one use it". Those ideas are generated in a route of context)
3. Aid to Identify the core value of a series of item.
(For those ideas like "commercial", "style", "need", "mass production", "brand", "fashion", we may put it all in a category of "Revenue". And this is the most center part of it. )
4. As a result of getting it right for the core value, that enable you to rephrase idea with more accurate wording. (Ultimately you may have a catchy copy writing.)
5. Uncovering the underlying pattern between things.
(Let's go back to the point 1. I believe that systematical thinking is good for construction of a concept that make sense, therefore you may have a relevant reason to persuade the audience in an idea or having a good presentation to persuade your boss & client finally.)
We should be creating desire, selling dreams.
Mary Quant said, " In the factory, we made cosmetics,; in the shops, we sell dreams!" And remember to sell it interestingly, break the rules please! I'd expect to see more interesting stuff going on here.
Anyway, here are the summaries of my comments:
Good RoA. The insights of 乜都頂得住 and 借位 are good. How can it be exaggerated and related to the psychological needs of your audience, not necessarily by showing it against the wind, cause that would be too literal. And can you think wildly to make LSK umbella more humorous, or more satirical, or more touching with your stories?
RoA sounds OK, the other side of beauty. You've got good insights with 0-100 tones, and tune your own color. Abandon the superfical and cliche approaches. Pretty women with good skin are normal, it won't arouse our attention (well, it depends on which woman) But so what again? The sun tatto is a good hint, as said, how about tanning the body in different tones creating surprising result that will shock the viewers? Please develop and explore from here.
You've got good insights but you need to be confident to push them further. 'Feel like god' is one, remember we talked about the good feeling after we've done good deeds to the community? 'Through the stray dog's eyes' is another. Create stories on this so that the viewers would respond, say 'WOW, what a bad situation/encounter/treatment to this poor dog?' Please explore with the first person camera view.
Think about the response you would like to get from the viewers and work backward. Here's one for you, '咪攪我,打死佢重大鑊!' Than what will you so in your TVC? Think wild, I still remember the condom video, Tinson, you should have shown something like that, it's wild and unpredictable and create interest and response. See?
You are safe and hardworking, but...
Don't be too greedy. Be single-minded. Either sell dream or ask them to act. Forget about DNA, it's rubbish. The coincidence is meaningless. If you promise them there is dream, don't just show it literally, show them the experience, the stories. Please explore what dreams you can show to the sudience, so that they can give the response of 'It's cool! Let's sign up with Skyhigh!'? The bumping head example I talked about could be a starting point. How about replacing dream with desire?
RoA-to fulfill your desire without worrying about no money-good. Useless becomes Useful! Good too.
Insights of 換 or 咁都換得 is interesting and have potential. Again, work backward from the response you would love to get. 'Cool! my good old dictionary can get me this music box!' 'Can you believe it?' Make exaggeration. People are bombarded with thousands of useless information everyday, you can only have chance if your ad is wild and crazy, or even shocking! So what can you '換'? How crazy can you '換'? Who can you '換'? Where can you '換'? When can you '換'? Why should you '換'? Explore and show us!
Ben & Jerry
Again single-minded please. Response first. Why should I bother about the packaging when I buy my ice-cream? DOn't sell me the fact! Tell me that I can 'romantically' enjoy my ice-cream and still not harm the mother earth. Tell me that it can be very poetic to taste my ice-cream. Tell me stories please.
Garden Life Bread
Good effort, good USP. Is it important for a student to worry about nutrient? How could you interpret nutrient differently, say in form of the many aspects of our lives? Music, good feeling, mood... Touch our emotion please. '夾'is a wonderful idea, you've got it! The next thing is how to make a sandwiches exciting? Surprising?. Think wildly and differently and bravely!
Wednesday, 15 April 2009
My customized little quiz is welcome for anyone who interested as a practice.
The question is: Simply tell me 20 common things among these 14 objects.
1. They are all fashion items.
2. They are all having pixel. (as you see it on screen)
I will debrief if anyone complete the task.
A - The execution of the ad looks like a movie trailer, naturally it draws attention. The message is self explained, we know what's it talking about.
I - The story is engaging, with stunning experience of an accidence shown right in front of the viewers, we have no excuse not wanting to know what will happen next.
R - It's frightening. We are pretty scared too. So we believe that speed driving can create big mess.
Tuesday, 14 April 2009
Billborad : T.A. will firstly see these ads. They may be curious what these artworks( printed by diff ice cream) are?
Sunday, 12 April 2009
Saturday, 11 April 2009
Will it make it easier on you, now you got someone to blame?
You say one love, one life, when it's one need in the night.
One love, we get to share it
Leaves you baby if you don't care for it.
Did I disappoint you or leave a bad taste in your mouth?
You act like you never had love and you want me to go without.
Well, it's too late tonight to drag the past out into the light.
We're one, but we're not the same.
We get to carry each other, carry each other... one
Have you come here for forgiveness,
Have you come to raise the dead
Have you come here to play Jesus to the lepers in your head
Did I ask too much, more than a lot
You gave me nothing, now it's all I got.
We're one, but we're not the same.
Well, we hurt each other, then we do it again.
You say love is a temple, love a higher law
Love is a temple, love the higher law.
You ask me to enter, but then you make me crawl
And I can't be holding on to what you got, when all you got is hurt.
One love, one blood, one life, you got to do what you should.
One life with each other: sisters, brothers.
One life, but we're not the same.
We get to carry each other, carry each other.
Friday, 10 April 2009
This may look like any other email, but it is actually a crucial piece in the fight against extreme poverty.
I’m taking action with ONE, to help spread the word about the difference we can all make when we join together as one in the fight against extreme poverty. While there are many great organizations delivering direct assistance in Africa, ONE is an advocacy organization focused on making sure policymakers and politicians do their part in this important fight. Tens of millions of lives are at stake if they don’t.
So far more than 2 million people around the globe have joined ONE, and more people (like you?) are joining every day.
You can get involved by visiting:
ONE members are making a difference by convincing world leaders to take the simple steps necessary to help the poorest people in the world work their way out of extreme poverty.
I hope that you’ll join me.
Thursday, 9 April 2009
Copy write 1: Yeah, yeah, I know it is unfair, the rue is, fur only looks good on them!
Tuesday, 7 April 2009
3 is a full-service advertising and design firm based in Albuquerque, NM, with clients from around the U.S.
IKEA PS Never Ending Design Stories
Welcome behind the cardboard scenes of the IKEA PS world. Find out how a chair becomes a floor clock and what Swedish potatoes and storage crates have in common.
This small Irvine, CA-based design firm has some cool clients.
LANDFILL is an annual publication. The premiere issue, Second Chances, is a conceptual project about environmentally friendly papers and printing. Designed by Brian Ponto, with the collaboration of the Greg Barber Co. and Mohawk Paper.
Oh So Beautiful Paper
A blog dedicated to all things paper, with a particular focus on showcasing independent design studios and providing design inspiration for unique wedding invitations.
Poketo is a designer of limited edition art products, accessories, apparel, and decor. Poketo specializes in collaborating with top international artists making functional wares with original designs. Their motto is "art for your everyday" and it definitely is!
Online playground/portfolio of flash addict Joseph Mayol.
Dan Matutina is a multidisciplinary designer from the Philippines who does a lot of socially-conscious work.
Will Staehle is a designer, illustrator and purveyor of fine Victorian-inspired goods.
A multi-disciplinary design firm that aspires to not only impact commerce, but culture.
Monday, 6 April 2009
Ideas don't just come and happen. They require some form of "seduction". The best way to trigger ideas is through exploration. Today I have seen it happened, and I'd like to call for everyone here to really start explore your ideas and do the testing before you get any workable direction.
I'm happy to see them working today:
in Zita/Amy's group
The images and movies are a good starting point, you've got the esence of exploring your basis concept of "what could I do with the snack in the ad?" Please follow this line and experiment with the many possibilities of manipulating the snacks. Just start with a 5 sec short movie (gif animation) to see how it goes.
in Wingo/索子's group
The reference is good, and I think you should be confident by now to explore what you can do with the product name. Please go out and search for any possibility to visualize, interpret, represent, the course code by all means and make them into short film, say 10 sec each. Then see what you can do from there.
I'm not as happy to see them not working:
Your sketches are fine, but please focus on one and explore to its full potential. As suggested, what can you do with the chess? - to stimulate the response of your TA that Chinese Chess is among us and not only among us, but it's doing a clever job, so that people might have good association with it, and hence willing to try playing it.
in AuWing/Terence/Patrick's group
Please use your intuition. This is a powerful word. All great art and design are a result of the intuitive thought of their creators. They don't need to argue with us or give us any reason, they just believe that it should happen. So what can you do with the zebra/color/pattern? Think wild and do not follow a linear thinking pattern, think of the response of your TA, what do you want them to do?
in Flora/Yung's group
You said you know what I meant, then prove it!
in Peggy/Yauling's group
"Reading can be anything" how does it sound to your TA? What would they response? Build up your idea using the analogy of shopping mail I talked about. Explore your ideas through images, movie... So what can you do with the toilet wall? the esculator?
If you are dry up, think different! think opposite! Is it necessary to show the parade with 花車? What else can you do? Use the role play like my example of what could be expected for a person wanting to visit Taipei in a bookshop to identify insights.
Really need to face the problem, not running away from it, or pretending to have solved it by neglecting the obvious problem. Please do another round of idea generation as suggested and explore your ideas by 'doing' them. E.g. What can you get from wearing mask? Show me, with pictures.
Sunday, 5 April 2009
Friday, 3 April 2009
A quick note to share what I have summarized from my lecture to my class for the BTL project. The following are the points we dig out from a question asking "How to drive direct response?" You may refer to the cases above to see how those reasons work and why it work.
20 ways to drive direct response (in digital media)
1. With innovative operation
2. Offering entertainment
3. To break idle
4. Expectation vs Surprise / what next? (Curiosity)
5. Looking for: information / story / content
6. With new experience
7. By attraction: Product / Model etc
8. Sharing > relevant information
9. By instruction / button
10. Offering options or selection
11. Stimulation of: motion / sound / animation
12. By anticipation (such as instinct response of catching something when it falls)
13. Answering Question (if it matter to me)
14. Identity (select avatar / player)
15. Expression & Satisfaction
16. Customization or Adjustment
17. Reward / result
18. Cross platform benefit or experience
19. Update to the trend
20. Right to the need / insight
Try not to think of "response" as what we want our TA to do after seeing the ad. But what should be done so that the ad would be a response to our TA.
In other words, we are not interested in how people respond to our ad (they will do it anyway, positively or negatively), but our ad must be a response to the audience (meaning the ad will address a thought, a dream in their mind).
The response to people interested in 61382A could be: "We are cool! Isn't it the creative programme that you are looking for?!"
The response to people reading the Red cross ad could be: "Why shouldn't you be afraid? Your blood bank is right here!"
The response to people reading the XTC ad could be: "We are not selling ice-cream, we are offering you a piece of artwork!"
Thursday, 2 April 2009
For further information go to the website and click the 'Post Your Picture' tab.
Wednesday, 1 April 2009
3-4pm Opening Ceremony
2/F Times Square
100 percent handmade show by Chocolate Rain at Times square,
with crossover with AT 17 and more....about eco design, our world, our diy time....
時代廣場呈獻：Chocolate Rain 藝術展 -- 復活研究
破舊了的玩具、擱置了的抽屜、上年代的布料，彷彿失去了生命力；而復活節就象徵著希望和新生。趁著復活節的來臨，時代廣場特意邀請了Chocolate Rain為大家帶來自家製的藝術展，再次為舊物注入生命能量。作品全都是用人手以舊布料和舊物件製作而成，不但盛傳了復活節帶給人希望和新生的祝福，每件作品亦肩負著環保的使命。今次展覽，除了Chocolate Rain的主腦Prudence Mak 和Janice Liu外，更有一位來自英國倫敦的藝術家和超過10位本地設計師的積極參與；如果你以為本地創作已死，那麼在這個展覽你會驚喜地發現本地創作已復活了。