M.A.D W O R K S H O P C H A L L E N G E

✸ ADFEST 2013 PATTAYA THAILAND ✸

Hello,we are team 2 . . .

> lora eric <

> kalasteerica < > ethel

FAVOURITE PRESS

5

THEME: FUNNYClient : Metro Trains

Target Audience : Commuters

Message : It is funny and amusing in a rather cheeky and slight sarcastic way when you teach people how to die with cute illustrations to bring the idea across. It is a clever way of doing it to reveal the message that perhaps dying in a train accident is not a way anyone would want to end their lives. Hence, instead of telling them to be careful on the train or platform, it tells them the opposite which is more effective and thought-provoking.

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THEME: SMARTClient : TBWA/ Santiago Mangada Puno

Target Audience : Consumers using wood as materials

Message : This piece of advertisment is smart as they made use of comparison to show constrast in terms of the consequences to our environment when we make different decisions on the type of chairs we use. Example, wood causes flood while plastic prevent. Wood also take away lives while plastic saves lives. At the same time, by drawing the similarities that it is still a lounge chair, shows how unnecessary it is to use a chair made of wood.

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THEME: SEXYClient : Triplus

Target Audience : Health conscious consumers

Message : The visual itself says it all by showing three naked man providing some sort of sensual comfort to her. She feels comfortable and her facial expression explains how she likes feeling that soothing comfort within, just like how the vitamin will do the same.

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THEME: MOTIVATIONAL/INSPIRATIONALClient : CPCR Brand Corporate

Target Audience : Parents, Teenagers

Message : The visuals are rather erotic with two hands touching the private parts of the old lady. It shows how she has been sexually assaulted once in her young days. The tagline, “It never goes away“ further says that this experience is so traumatic that it is something can sticks with them for life.

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BEAUTIFULClient : Naga DDB Malaysia

Target Audience : Women aged in their thirties and forties

Message : This advertisment speaks of beauty and encourage ladies to go for breast check up to prevent breast cancer. Losing breast to a female, is losing her femininity. The constrast of a very well-dressed lady on a hospital bed subtly provide audience the benefit to choose what they would want.

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CAMPAIGN BOARDS

5

BLACK BOX RAMEN SHOP

What? Free food during their soft launch.

Why? To get to customers’ opinion(s) on how much their food actually cost.

Pros: Free food.

Cons: Is there free food without the need of paying?

Plausiple rate: 85% plus free heavy publicity from local media.

Having this no brand, no price will generate a lot of attention and it will defintely work well in Singapore. Since Singaporean loves free food!

At the same time, one can get true opinion on how much their food actually worth, and on top of that, it will create a lot of free publicity.

✸ C A M P A I G N B O A R D S

{ our vote: best }

MINIMUS BUS TRUCKWhat? Trade in your old shoes for a new pair of New Balance Minimus shoes.

Why? To get runners to switch from other brands to Minimus.

Pros: Getting a pair of free Minimus when you trade in your old pair of running shoes

Cons: Is there any hidden cost despite after trading in their old running shoes?

Plausible rate: 70% plus mild media coverage of the event.

Having this campiagn running in Singapore will not only attract people, but also generate a lot of publicity for New Balance.

But there’s bound to have a moniority of Singaporean being skepitcal, afraid that despite trading their old shoes, they might need to pay for the new shoes, unless the Terms and Conditions clearly state that they need not to spend a single cent. Otherwise this campaign will definatly create a huge positive uproar.

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PRINGLES’ TASTE MYTHWhat? Mixing of two existing Pringles flavours making it a new one. Getting consumers to taste it with them blindfolded.

Why? Whether mixing two flavours will trick you into a new taste.

Pros: Getting consumers curious about how the combined flavours really taste.

Cons: Singaporean might be a little skeptical when tasting new products while being blindfolded.

Plausiple rate: 65% with online media coverage.

It is possible for such campaign to be run in Singapore, because similar campaign have been conducted before. But blindfolding a person is a pretty new concept in Singapore hence minority of Singaporean might be a little skeptical when tasting something while being blidnfolded.

Hence launching this campaign is possible but might face a little skepticism.

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LITTERINGWhat? To increase participants dedicated to picking litters.

Why? People tend to think that picking up tiny pieces of trashs is not worth being thanked for thus would not make them feel good about themselves. Hence enlarge cigaratte buds to a size that cannot be cast aside to create awareness.

Pros: This movements will create attention and hence people will pick up their litters or cigaratte buds, or not to litter.

Cons: Singapore is a garden city with strict rules. Hence this campaign might not wotk out among Singaporeans.

Plausiple rate: 55% with medial coverage.

In order to run this campaign successfully, the ideal locations to place these enlarge litters and cig butt will be at major festival location, town area (e.g. City Hall, Raffles Place, Orchard) and outside clubs. To create awareness and to remind Singaporean not to litter.

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THE PAPER BREASTWhat? To create awareness of breast cancer among young women to inform about what they could end up resorting to if they lost a breast to cancer.

Why? Young women thinks that they are not at risk of breast cancer until at a later age.

Pros: To urge them for regular check-up.

Cons: Might generate wrong attention, since Singaporean are pretty much conservative.

Plausiple rate: 70% with a possible of media coverage of the event.

Running this campaign will create almost instant attention and at the sme time shocked the target audiences. Because such campaign is rare in Singapore. But it will definatly create awareness, making ladies to go for check-up regulary. But Singaporan are pretty much consertative, hence such campaignshould run more regulary.

PROMO-AMBIENT ART

5

LIFE CHANGING DONATION BOX

What? Donating to an education fund that teaches these children skills

Why? Giving money to child beggars traps them on the streets for a longer time

Why is it good? The message is strong and straightforward. The visual of children invokes sympathy and strikes an emotional chord in the public. The use of coins as jail bars is effective in impacting people as well.

{ our vote: best }

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ANGRY BIRDS MCDONALDSWhat? Life size installation of the angry bird figure

Why? Increase brand awareness for the Angry Birds McDonalds experience

Why is it good? The choice of angry birds is best suited to promote awareness for the brand as the colour scheme of the character matches the identity of McDonalds and combines to be visually appealing. The attachment of the bird to the arches in the form of a slingshot is innovative, comical and attention grabbing. It suggests that the isntore experience which can be expected would be lighthearted and unique. The slingshot portrayal also suggests the idea of propelling the brand and spreading awareness.

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A GUIDE TO RECOGNIZING MIGRANT WORKERS RIGHTSWhat? Deliver the message that maids are not machines

Why? Showcase the reality of domestic abuse

Why is it good? The life size installation of maids in unlikely environments arouses curiosity and is thought provoking. The impersonation of maids as robots deliver a very strong and direct message about the harsh reality of how domestic workers are taken as slaves

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OSTEOPOROSIS ACCESSORIESWhat? Launch a series of fashion accessories shaped inthe form of bone support

Why? increase awareness about osteoporosis

Why is it good? The approach of combining unrelated topics such as fashion and osteoporosis is different and unexpected. The portrayal of bone supports as fashion accessories involves a sarcastic and shock factor as well. The visual of an overly thin lady symbolizes her fragility which syncs with the campaign message.

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HEADS UPWhat? Lay everyday text conversations on the ground before lamp posts

Why? Texting while driving is a primary cause of road accidents

Why is it good? The idea is simple and presented in an engaging and intercative manner. There is versatility as well as it can be placed in almsot all public spaces. Although it utilizes an approach which is unrelated to driving, the message is delivered loudly and clearly. The first hand experience also enables people to understand the consequences of being distracted.

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BEST OF PRINT DESIGN

5

DR. SAROJ OIL CONTROL CLEANSING FOAMClient Info? Bangkok’s face product comapny UROI wanted to create an expressive way to get direct attention from oily faces.

Design Info? Packaging is created for fried bananas where they are normally folded from recycled faces. The oily creases from the freshy hot fried bananas usually transger oil stains to the paper bag’s surface. It is a direct reflection of how you look due to what you eat

Results? There is an increase of sales with this product.

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STREET FOODClient Info? Rustan, one of the biggest supermarket in the Phillipines needed to exhibit its Asian food products under one event.

Design Info? Its purpose was to create an invitation as charming and engaging as Asian lure and whet their appetites. Invitations that feature various street food were made. Ubiquitous food stick were used to close the invites.

Results? It was well received by many. The mouth-watering hawker style affair was graced by celebrities and the press.

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SMITH & JOHN CALENDAR 2012Client Info? Smith & John, a pharmaceutical company, mustache grower wanted to give away a free calendar with limited budget and minimal advertising. Design Info? Designed in a way that a man’s face who seems so plain, boring and unattractive, eventually see a man with nice mustache and a fresh look which has directly show how quick, easy to grow.

Results? It attracted both sexes in fact with a 15% sales growth. Girls will want to buy for their men, wanting to look more charming than before.

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DENTSU XMAS NAMECARDClient Info? Dentsu is famous for personalising name cards with 100 colours for its staff to reflect his/her character. Design Info? To create a special limited edition of name cards in the form of an Xmas card. Namecards of the staff serving them are printed on it.

Results? Receive tremendous feedbacks from clients for keepsake and information.

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A TRULY HAPPY MEALClient Info? McDonalds Thailand has been using paper bags for Happy Meal for a while and it has been crushing the food inside. So they decided to solve the problem by bringing back the hard box which we did not use for a while. Design Info? Happiness in a box.

Results? Happy meal sets volume increased and kids collect not only toys but boxes too. There is also a brand enhancement to Mcdonalds, regaining their loyalty.

BEST OF (CRAFT) PRINT

5

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ILLUSTRATION: TOOTH ROMEIdea Concept? The idea here is to create a visual that depicts decay. The use of city of an ancient Rome shows how germs have settled there for a long time just like how long the history of Rome is. Together with a tagline that says, “Do not let germs settle down“ further propels how, germs can be cleared with their product, no matter how long it stays.

Effective Execution? The approach is good. However, what is so good about this print is how intricate the illustration turns out to be. With the tagline, this beautiful illustration portrays that no matter how long germs can settle in our teeth, they can be cleared away using their product.

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PHOTOGRAPHY: AMWAY DISH DROPSIdea Concept? The concept here is showing how stubborn residues can be cleared away with this product. With the tagline that says “Eliminates deepest-buried residues”, the fish is a sea creature living deep down in the sea. Hence, exaggeration here is played out to show the purpose of Amway Dish drops.

Effective Execution? I believe it is pretty effective with as photography skills is clear and it shows how still the water is, which gives a very clean and neat outlook.

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STYLINGIdea Concept? The idea here is to differentiate themselves with typical detergent by styling and glamourising the shirt which looks like a plate in a fine dining setting.

Effective Execution? It is a great way to differentiate themselves to show their different style and execution from other detergent advertisment,instilling an impression of their prestige in their industry.

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TYPOGRAPHY: LANGUGAGESIdea Concept? The tagline that says, “A book for every interest” The idea here is to showcase a book brand which is catered to every interest. The penguin is formed out of typographic elements (alphabets, slurs, lines, curls) to display the immense variety of books which can be found within one place.

Effective Execution? It is a great way to differentiate themselves to show their different style and execution from other detergent advertisment,instilling an impression of their prestige in their industry.

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IMAGE MANIPULATIONIdea Concept? The idea is to demonstrate the harsh reality of road accidents which result from riding without a helmet. The image of a head is tweaked to imitate a helmet in an effort to showcase a gory effect.

Effective Manipulation? This visual is impactful as it not only evokes a sense of sarcasm but also involves a shock factor. Utilizing a head as the helmet, it is the strongest manner to convey that without it, they would be as good as DEAD.

T H A N K Y O U✸ ADFEST 2013 PATTAYA THAILAND ✸