For the love of reading. Silver Eagle at Eagle Print Awards.
Opening a book is like starting a relationship. You enter prepared to invest time, effort, and a certain fidelity. In return you want enrichment, happiness even? One of two things normally happen, the first in the vast majority. Scenario 1: Page 50 rolls around and you find yourself estranged by sentences like irritating statements by a partner. You long for other words like other bodies. You give it the old favorite “It's not you, it's me” and you're over and out. But it's ok because at least you gave it your best shot. Scenario 2: You hit the "True Love" page. You realise "This book is the sh*t!" Every page just gets better. Love exists, the chick-flicks were right! With every word it turns itself to gold right there in your hands. You ask yourself how is it possible you didn't meet before, all those lonely nights you endured. And then you say “It doesn't matter because I have you now, like the vow says, to have and to hold.”
Own a good book and live on a knife edge: You want to force all your friends to read it. You want to clamp their heads in a vice and prop their eyelids open and sneak around with the eye drops and say. "Read that sentence. THAT SENTENCE! NOW! NOW BOW DOWN AND WORSHIP!" And then one day, the request hits the fan: “So, that book you're always talking about, I'd love to read it." Dot dot freaking dot. You smile, but in your head you're doing a frantic credential check of this scumbag posing as your friend for the past 15 years. Somehow you always knew it would come to this. You shouldn't have snitched. But then you find yourself lying with a scary sincerity. “Someone else has it right now but I'd be happy to lie lie and lie some more.” You find that at some point you committed to these pages bound by glue to protect them from the jam-fingers, spine-benders and smudgers who call themselves family and friends.
Sometimes while reading, your attention escapes the page like a canary flying the coop. But you're still skimming along, and then it happens. Pop! Through the eye and into the brain for a delicious synaptic explosion like a chocolate fudge ice-cream headache: A shiny new neural pathway forged in a brain scuffed by tv: A combination of words put together just so. JUST. SO. You marvel at the fact that you’ve spent x many years on this planet and consumed a couple of million word combinations, but never this one. This one; a sentence-sized revelation. And you are grateful to the creator. And the world is new for a minute or two. And you carry on, believing there will be more flares in the darkness of dumbness all around you.
MTN (MOBILE NETWORK) REBRANDING TVC
A strategic progression from the line "Everywhere you go" (Coverage) to "Go start something" (Enablement). Directed by Greg Gray. We launched with two big brand ads to pump some juice into this brand. Over a year we produced over 100 pieces of content. Even the retail work which sold phones and deals did a little bit of brand building. MTN also sponsored sports events heavily, for which we made pre-rolls and stings. Sample work below.
MTN Post-it Parade
MTN free ad movie
Budget for this commercial was about $10 000 with 2 weeks production time. Instead of wasting the money on a half-ass ad, we asked client if they would donate full production money to the struggling NGO if we made the ad for free. They agreed. Not everything has to win an award.
Fun insecticide ad directed by Pete Pohorsky. We based the creative around the target market insight that a cockroach-spotting and perception of a dirty home is hazardous to social standing and overall position in the community.
Doom Insecticide - _Dancing_ [360p]
IT'S BRRR!!! ON THE COKE SIDE OF LIFE
Wieden+Kennedy was international creative lead agency on Coca-Cola and wrote the creative platform "The Coke Side of Life". Ogilvy SA entered a pitch for Coke AMEA to do "refreshment" within this platform. So we came up with the very simple "It's Brrr on the Coke side of Life". We won the pitch and made the campaign.
COCA COLA BRRR!!!
THAI MINISTRY OF HEALTH
CHEERS "DON'T DRINK AND RIDE" PSA
In Thailand, there are many scooters. There is also much booze. "Chon" means "Cheers", but it also means "Crash" (as in "Crash glasses" or "Car crash"). This was part of a campaign for the Thai Ministry of Health. Directed by legendary Thai director Thanonchai Sornsriwichai.
DRINKING WATER FROM LITTLE PLASTIC BOTTLES ARE RIDICULOUS IF THE WATER FROM THE TAP IS GOOD TO DRINK. WE MADE THESE DRINKING GLASSES TO USE DURING AGENCY MEETINGS TO CUT DOWN ON BEING RIDICULOUS. ONE SHOW DESIGN MERIT.
QUALITY TAKES TIME
SAB MILLER BREWS THIS WELL-LOVED GREEN BOTTLE LAGER IN SOUTH AFRICA. TO ENTRENCH THE PERCEPTION OF QUALITY AND TO SET IT APART FROM THE MASS "BROWN BOTTLES" WE WORKED ON THE PLATFORM "QUALITY TAKES TIME". INSTEAD OF SHOWING FIELDS OF WHEAT WAVING IN THE WIND AND MALT SLOWLY ROASTING (AGAIN), WE WENT FOR SOMETHING A LITTLE MORE LIVELY. NEVER FLIGHTED BECAUSE NEW MARKETING DIRECTOR THOUGHT IT WAS OFF-BRAND. HE LIKED WAVING WHEAT FIELDS AND SLOWLY ROASTING MALT.
THAI RETAIL AD FOR SLIMMER'S COFFEE
SLIMMING COFFEE 5 BAHT!
FUN RETAIL AD WE DID FOR THAI FMCG COFFEE BRAND "COFFEE PREAW". IN SPITE OF DIGITAL AND CABLE ENTERTAINMENT, THAI SOAP OPERAS ARE STILL HUGELY POPULAR. MUCH SHOUTING. MANY LOVE TRIANGLES. MUCH DRAMA. WE USED THIS MEDIUM TO APPEAL TO THE TARGET MARKET OF YOUNG BLUE-COLLAR FEMALES, MAINLY FACTORY WORKERS. OUR PRODUCT PACKS S A CAFFEINE KICK AND SUPPRESSES APPETITE AS WELL. THESE WOMEN HAVE A LIFETIME OF TOILING IN FACTORIES FOR MINIMUM WAGE AHEAD OF THEM, WITH LIMITED OPPORTUNITY FOR ADVANCEMENT OR FURTHER EDUCATION. UNLESS SOMETHING, OR SOMEBODY COMES ALONG WHO OFFERS A "CHANCE". SO YOU HAVE TO BE READY. AND BY READY THEY MEAN LOOK AS GOOD AS YOU POSSIBLY CAN. IT'S CRAZY BUT THAT'S THE MARKET THEY BUILT A BUSINESS ON, 5 BAHT BY 5 BAHT.