THE WORK 1

CAMPAIGNASIA.COM124 campaign JULY 2013

PRIVATE VIEW CREATIVE

Sompat Trisadikun Chief creative officer Leo Burnett Thailand

1 Wi-Fi PosterClient CJ EntertainmentAgency Cheil Wordwide SeoulChief Creative Officer Jeongkeun

YooECD Thomas Hongtack KimCD Yongmin SeoCopywriter Songha LeeArt Director Seokjin Shin Account Service Sungwook Kang,

Hyungwoon Kim, Sumin HanMedia Planners Jinju Lee, Jaewon

Lee Exposure Outdoor, mobile

3 Axe BlastClient Hindustan UnileverAgency BBH ECD Scott McClellandCD and copywriter Peter CallaghanProduction company Bang Bang

FilmsDirector Nic & SuneDOP Simon HawkenProduced by Roopak Saluja, Mindy

Tulsi and Heather GuptaArt Director Ajay ChodankerExposure TV

2 Pinch PinupClient One Eight PromotionAgency beacon communications Director Takeyuki UeshimaCD Kohei KawasakiECD Jon KingCopywriter Tomohiko NakanoArt Director Ryuji TokuraProducer Yuta SatoEditor Shinya NakagawaDesigners Mayuko Kondo,

Kazuhiro HamakawaProduction Manager Hisashi

KitaharaExposure Digital

1 CJ Entertaiment... “an additional level of annoyance” (GL)

4 Animal Lovers... “the truth behind puppy mills” (ST)

Good news; there’s no really bad work in this review. Some of them are great, some are not bad. I have to admit, it’s hard to critique the works that are already good. Anyway, I will try my best.

CJ Entertainment (1) It sounds like a good idea, to install Wi-Fi devices onto existing traditional media such as posters or billboards. I’m just wondering — if I didn’t see the poster or didn’t turn on the Wi-Fi at that moment, I will surely miss it, right?

One Eight Promotion (2) Who wouldn’t want to see more of Airi Nagasaku? The idea really plays tricks on human curiosity. Together with smart mobile technology, this idea has made the ‘Pinch Pinup’ campaign really engaging, especially to male consumers, including me.

Axe Blast (3) Even though this ad was the adapted version, there is still a little smile on my face.

Animal Lovers (4) I want to like this ‘Pawfects Pet’ campaign that revealed the truth of the stories behind puppy mills to dog lovers. But when I went to play with the puppy in Pawfects Pet website , I didn’t get as much emotion as when I saw the case study.

Beyondblue (5) I think I might be one of those people who have anxiety symptoms. This commercial has not only made me aware of anxiety, but also made me think of how it applied to myself. I think it has done its job.

DB Export 33 (6) Nothing comes between me and my DB Export 33 commercial. I love it. It’s so funny. It just speaks every man’s mind. I think this beer must be loved by all men in Australia. Unfortunately they don’t sell this beer in my country, pity.

2 One Eight... “quality time” (GL)

5 Beyondblue... “made me aware of anxiety” (ST) 6 DB Export 33... “Nothing comes

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CAMPAIGNASIA.COM JULY 2013 campaign 125

PRIVATE VIEW COO

Gerard LimChief operating officerXM Asia-Pacific

4 Pawfect PetsClients Animal Lovers League, Save

Our Street Dogs, Society for Prevention of Cruelty to Animals Singapore (SPCA)

Agency YolkChief creative officer/executive

creative director Ali ShabazCreative director Low Jun JekHead of creative Shante LeeCopywriter Carrie LeeCreative technologist Ong Su HuiArt director Teo YulingExposure Online

6 Drinking it For YouClient DB Export 33Agency Colenso BBDO Creative chairman Nick

WorthingtonCreative directors Levi Slavin,

Brett Colliver and Simon VicarsAgency producers Katie Knight

and Jen StoreyAccount team Tim Ellis, Sophie

Martignier and Matt FrostExposure TV

5 Ben MendelsohnClient BeyondblueAgency Marmalade Melbourne ECD Neil Mallet CD John AkritidisCreative Frank Trobbiani Agency Producer BeaverHead of Digital Donal O’KeefeDigital Producer Joe Guario/Nicole

BabicDigital Design Chris Cotton/Kim

PrestonSenior Developer Werner de BruinGumbletonExposure Cinemas, online, outdoor

3 Axe Blast... “It was a short burst of entertainment, best seen once” (GL)

My creative muse, Andy Greenaway/Roger Makak once told me my commentary was akin to “cracking open a soft-boiled egg with a sledgehammer”. He should know since he was my first

creative director when I was fresh out of school.CJ Entertainment (1) In the absence of a

creative idea, technology always levels the playing field. Good to know that the posters you ignore can now ‘ping’ you for an additional level of annoyance. Free Wi-Fi is the winner. Not sure about the poster.

One Eight Promotion (2) I love the nuanced setting of “normal people in a home/office environment” getting together to spend some quality time ‘pinching’ a pin-up girl’s flesh, as if it was an everyday activity. Maybe it should be. The future of porn is bright, but why are we ‘pinching’ to zoom in?

Axe Blast (3) I need that clicker. Sexist and pseudo-hipster stereotypes are always fun to watch. Our storyline hero seems to spend more time with his clicker than the women who are checking him out. It was a short burst of entertainment, best seen once. More importantly, it had a deep moral message for the user: “If you have a clicker, you don’t need the women.”

Animal Lovers (4) Despite the commendable cause, its sincerity probably means its creativity will go unrecognised. The low-tech execution meant that both the ad and digital folk won’t give it a second glance. Too gimmicky for a cause.

Beyondblue (5) As an untreated ‘anxiety’ sufferer, I wonder if the one in four people would have the patience to absorb these series of spots and subsequently get help. Well, maybe if it was Benedict Cumberbatch…

DB Export 33 (6) Beer must be one of the most difficult categories to crack with even fewer insights left to explore. Nevertheless, it was funny enough, but give me Bud Light’s ‘Real men of genius’ any day.

GET YOUR WORK INTO PRIVATE VIEWInterested in having your campaigns reviewed? Send submissions in the form of mpegs, high-resolution jpeg files (print, posters and screen grabs) to: david.blecken@campaignasia.com

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between me and my DB Export 33 commercial. It just speaks every man’s mind” (ST)