Wednesday, 29 April 2009

Tell a story

The story of snacks? What do you think. Zita/Amy?

idea sharing

This was one of my presented ideas from the new 'protect the earth' project.
Didn't received a good respond though, hahaha.

Yes, I know in term of AIR, this idea SUCKS. But I think it got potential to be less suck just with YOUR helps here =]

PS: If you believe your 'stupid' ideas got any potential to be a WOW one, even they got banned harshly or called as garbage! Just have little faith, post it here, do a little sharing! Who knows what will happen next, right?

Global Warming

This happens sooner and closer than you thought.

It's not a movie, or is it?

It draws on our experience. So it is relevant to you when it says, "Isn't it time someone called cut?"
Any insight for Gigi? and others?

Tuesday, 28 April 2009


Again, product benefit instantly explained, though largely exaggerated.
Any insight for the Snack Story group? and others?


These ads response to our need of a high quality printer. The result is stunning! Product benefit instantly explained, without a word!
Any insight for the XTC or LUSH group?

Interest again

Scrabble - the beautiful word.
Any insight for the Chinese chess group?


This ad surely hooks you, you'll be interested to know what's it all about, and you'd never know until the end.


HK4As has just been added to our favourite links.

Note to Thomas' group

Tomorrow (29/4)'s meeting will be postphoned due to course meeting. Meet me on Thursday (30/4) morning from 9:30 am in room 351A. Bring in everything and we need to sort it out for execution. See you then!

《傳媒文化 vs 社會責任》座談會

Professionals from the media industry to discuss the "Social Responsibility" issue on this Wednesday,29 April.

Date: 29 April (Wed)
Time: 3:00pm-5:30pm (Pls ask students to be there 15 min before the event starts)
Venue: KT Hall


1. 想飛傳播主席劉倩怡—資深電台電視主持、出過一本散文集《倩解人意》;搞過免費刊物《飛紙仔》;07年創辦非弁利傳播機構「想飛傳播」

2. 青春電影導演葉念琛—香港著名影評人、編劇、導演及專欄作家,作品包括《獨家試愛》、《十分愛》、《我的最愛》及最

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

A BIG little thing

Sometime being BIG wasn't the only way to catch attention! 

See how small works!!!

Fist of Fuggy

覺得段video好有趣, 所以同大家分享。

Notes to my tutorial group

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.

Chinese chess
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)!

The power of copywriting

Although it's an old ad, it's very impressive.

Sunday, 26 April 2009

Thomas' group-meet me at 9:30 am tomorrow

Show me your latest work tomorrow, time is running out...

Talking Wall

Another interactive OOH for reference. This one is simpler, but serve the purpose.

Saturday, 25 April 2009

The interactive wall "Big Shadow" project by Microsoft Japan

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.

Visual reference for art direction & execution

Check out this site for reference.

Friday, 24 April 2009

Whiteboard animation

This is the whiteboard animation I talked about in my tutorial today.  Of great reference for Wingo.

Application to BCU Top up degree programmes

Just a little promotion for all final year students.

The application deadline of the two BCU Top-up Degree Programmes is approaching (30 Apr 2009), if you are interested in further study and earn a degree in 1 year.  Don't miss this chance!

These programmes are suitable for you:

BA (Hons) Visual Communication (Graphic Communication)

BA (Hons) Visual Communication (Moving Image)

I have the application form for the GC programme or you can download the application form here.

You can submit the form through me.


Thomas' group-Tutorial on Friday morning

I'm expecting some really good work a few hours later.
Work hard, time is running out!

Wednesday, 22 April 2009

Redefining the design problem

Just a brief recap of the key points in my tutorial today.
You need to be sure of your RoA.  You need to tell in a brief sentence and if you are uncertain about what it is, there is no way you can create a big idea.  After all these presentation critiques and comments, you might be confused.  In that case, please go back to your design problem. Redefine it.  It's time to undo the thinking that you have tried out so far, not that they are useless, but because you need to clarify what exactly you are doing for. So,

1. Redefine the design problem.
Ask again, what is the design problem?
e.g. People don't know what 61382A is; XTC is no normal ice-cream; Bathing is seen as a formality that's been taken for granted; Chinese chess is forgotten, it is unimportant in our daily lives; No one cares about Cantonese opera, it is none of my business, no one notice it; Books are boring; "Snacks Story" has no surprise...

2. Refine your RoA, in order to show that...
e.g. 61382A is a "creative" ("fill in any adjective that's relevant here") advertising course; XTC can add "colors" to your lives; LUSH bathing is something "_____" to treat yourself; Chinese chess is living among us; Cantonese opera becomes your business, brings your attention, becomes a talking point; Books are not boring; Snacks Story has many surprise...

Work harder and show me your layouts and testing on Friday morning.  Break rules and think different!

Type in motion 02

Tuesday, 21 April 2009

Type in motion

Here are some references.

hi thomas, there are 3 of our gif., please feel free to have a look.
and there are something others coming up tonight / tomorrow.

T-Mobile Advert "Lifes For Sharing"

This is the fantastic new T-mobile(a mobile network in UK) advert which was filmed at 11am on Thursday 15th January 2009 at Liverpool Street station, London. It is a performance advertisement!

putting people first

This non-commercial experience design gateway offers daily insights on user experience, experience design and people-centred innovation.
I have added this to our favourite link.  Check it out!

Monday, 20 April 2009

Mosquitoes are annoying

This ad sent by email was interesting!

The Future Design Tool

World Builder by Bruce Branit
A strange man builds a world using holographic tools for the woman he loves.
This award winning short was created by filmmaker Bruce Branit, widely known as the co-creator of '405'. World Builder was shot in a single day followed by about 2 years of post production. Branit is the owner of Branit VFX based in Kansas City.
More info, background and info on future releases can be at Become a fan and keep in touch.

Thomas' group

Can everyone come back tomorrow at 9:30 am with your latest layouts for my tutorial?

Sunday, 19 April 2009

Lynx Bullet

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.

Unexpected performance

Watch this guerrilla advertising by and think about how the AIR. time to rethink about your ad strategy and ideas.

Blood Donation


Friday, 17 April 2009

Party energy drink ( Shark ) poster

It was a book cover for a BTL campaign of Shark energy drink. And I just make a little change to convert it into a poster.

Not many people knows Shark is actually a party energy drink specifically for party animals. 

So I want to differentiate it from the market leader red bull and remind the TA we are not a 'me too' brand! We are different from red bull!!

Poster created simply from the perspective of our TA( party animals ). Where they don't give a shit to the global issue like global warming, for them, they just wanna heat up and enjoy the party. The world, just as small as a disco ball! Enjoy.

Although it was an old project by-product, but I would also like to hear some comment form YOU! Thanks=]

Summary of Day 3 Presenttation

Thanks for those who have come for the presentation today. The things I mentioned yesterday still applies today. Furthermore, you need to know that advertising is not about normal talk, it's about making something stunningly good so that people will look at it and talk about it. So the words (copy) and images that you use in your ad should give these response. Make the viewers 刮目相看 is the key.
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.

Organ Donation
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.

Drunk driving
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.

Pepsi Sues Coke Over Sports-Drink Ads

PepsiCo Inc. sued Coca-Cola Co. Monday, claiming that Coke is running advertisements for Powerade ION 4 sports drinks that misrepresent the effectiveness of Pepsi's Gatorade.

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

Classification (Debriefing of the hidden linkage exercise)

Thanks David, Augusta, C man, Wingo and Fung. And you can see the outcome generated by yourself with the skill I am trying to introduce. What you have done is classifying those objects in different ways. We proved that it is effective for a paradigm shift and lead to a new perspective of seeing. At the same time we should know when and where to apply this skill. In fact, it could be used in several situations.

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.)

Summary of Day 2 Presentation

Thank you for those who have come for the critique session this morning. We've seen some good efforts and most of you are on good tracks. It might need more thinking and exploration as mentioned in the presentation. Please take ownership of your project and this is really the key to success. Advertising is not about giving out normal information. It's not just about telling fact. Advertising is about creating stories for people to buy in. As Stuart Ewan once said that we are "all consuming passion". No one is interest in the product features, or the facts, or the research finding anymore, because 'the world is flat' (Thomas Friedman), and we all know that mothers are women!
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?

Hawaiian Tropic
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!

Give them a punch!

Get bored with your project?  How about giving someone a punch?
Visit this site and you'll get plenty of faces to punch.  Enjoy!

Wednesday, 15 April 2009

Hidden linkage

I would like to recall an interesting skill in creative thinking today. And this is an approach I suggested to couple teams to develop their ideas.

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

XTC ice cream by Patrick,Terrence, Auwing

Billborad : T.A. will firstly see these ads. They may be curious what these artworks( printed by diff ice cream) are?

Secondly, T.A. will see another relative ad after they see the first artworks. They will know what the artwork are actually.

This is a largess of a mixing colors plane. Actually, it is a 扇仔 for T.A. in summer. >>

Give me some comment please =] 停車熄匙

Sunday, 12 April 2009

Welcome to give us comments

This is our (Flora & Yung) idea
Welcome to give us comments

Hills on Fire @ Tai Po - 20090411

Testing again.

Hills on Fire @ Tai Po

Just testing with linking my video on YouTube.

Absolut project

Currently done a project presentation about one of my favorite campaign '' Absolut _____ ''

So I just did the simple '' Ansolut Project '' as my cover of my RVJ for this project.

I love this campaign because it is really changeable and sustainable, you can just apply whatever thing after Absolut, it is great fun.

I would like to hear out some comments or more ideas on how to make an absolut project cover. Because I will need to do one more for another RVJ. Thanks for anyone's help here =]

Saturday, 11 April 2009

Let's turn things around

Copy1: Turn things around, it is where love begin

Copy2: 30,000 African children under the age of 5 die everyday. Help us turn things around

Extreme poverty has neglected in certain extend by the mask of global warming.

When we are there worrying what global warming could affect our next generations. There are existing generations dying every day, in every 3 seconds!!

I suggested we can use what we are good at to give out our voices. So I just done the poster to reflect Thomas's post, as well as the world.

Bono - One

lyric from
Is it getting better, or do you feel the same?
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.
One, one.

Friday, 10 April 2009

TheONEcampaign's channel on YouTube


Join me in fighting poverty!

Today I'd like to promote to all of you the ONE campaign, co-founded by Bono, the lead singer of my favourite band U2. I have added ONE to the Favourite Links, and here is the invitation letter taken from ONE:

Hi all,

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.



The ONE campaign

Thursday, 9 April 2009

WWF Nice video

Just for sharing~

Rough works of anti-fur posters

Copy write 1: Yeah, yeah, I know it is unfair, the rue is, fur only looks good on them! 

Copy write 2: Fur has once been a trend, but brutality has never. We would like to see your first skill, lady!

Copy write 3: Down jacket offer you a lighter, cheaper, warmer and cooler outfit, Don't be such a dummy, dude!

All with the slogan: Make fur a history

I heard 3 years students have to do a campaign of anti-fur. So I also make some stupid posters just for fun.

As I am recently crazy about copywriting, so I tried to use a simple picture instead of a bloody one with a sentence of words to bring out the message, telling people fur wearing is just not cool!

Ambient Ad again

This one is self-explanatory.  Fill in the A.I.R. yourself.  Special note to Flora/Yung.

Ambient Ad

A - yes. Because of the unusual shape. Because of the man hanging high up.

I - yes.  Because it has cleverly used the negative space. Because I want to see how long will the man stay.

R - yes. Because it has addressed my need of a natural paint.  Because I am convinced, it looks real - the man is  'painting' the sky.

Use this as an example to measure your ambient ad ideas.

Wednesday, 8 April 2009

Tuesday, 7 April 2009

Top 10 sites for designers

3 Advertising
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.

j3 Productions
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
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.

NFP 2nd Presentation

NFP 2nd Presentation Critique

April 15 - 17, 2009

Relevant documents have been sent to your emails. Please read the notes and assessment criteria and make good preparation.

Monday, 6 April 2009

Yellow Sticky Notes

With a little bit of imagination, even mundane thing can become exciting.

What could happen with or without the product in the ads?

Here are what could happen with Wonderbra in the ads:

Here are what could happen without Wonderbra in the ads:

Show us what you have done so far

Would everyone post some pictures/video of what's been done for sharing here? Let's use this platform to discuss and share your exploration and this is the way to learn and get better. Of course, trim down the file size first, e.g. you only need 72 dpi jpeg no larger that A4 size, resize your images in photoshop first please.

Learning by doing

This reminds us how things work in design.
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:
in Fung/Die
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?

For Mike
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.

For Gigi
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

Caroline Leaf

These two from Caroline Leaf, one of my favourite animators in my old school days, a name you should remember who is famous for sand on glass and paint on glass animation.

Amazing Whiteboard Animation

This is amazing!
Amazing Whiteboard Animation


I've just added Monocle to the Favourite links.  Check it out!

Friday, 3 April 2009

20 ways to drive direct response (in digital media)

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

Keyword of my tutorial

Today we talked about the "R" again. Yes Response!
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

Photos for the Future

The aim of Photos for the Future is to create a lasting visual record of life over the past century in Asia. This collection of personal photographs and stories generously 'donated' by the public will be kept safe for future generations and made available in an online archive open for public viewing.

For further information go to the website and click the 'Post Your Picture' tab.

Silence is NOT golden!

Yes this is a provocation and I am challenging you with it!
As a matter of fact, I'm provoking you - my silent students!
What's the use of your mouth? Eating? May be. But I wonder if eating is the sole purpose of the mouth cause it is only used for around one hour a day.  Most of the time, it is used for talking, gossiping, moaning, shouting, laughing, crying... I can't imagine that it is closed the rest of 23 hours a day.
Of course, your mouth cannot function on its own, it needs to work with your brain.  What's the use of your brain?  Tell me if it's not for thinking, dreaming, imagining... and amazingly, it is always working.
So if your brain is working, why is it so difficult to say something?

Favourite Links

I have added a new gadget "Favourite Links" to the blog.  Please check them out regularly to provoke your thinking. 

Wednesday, 1 April 2009

Why Throw Away Your Memory exhibition

April 2, 2009 (Thursday)
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。