Thursday, March 31, 2011

Bad vs. badder.

3 years ago, my old agency won the Coles account. In fact, that was the deciding factor that pushed management to clean out half of the creative agency, because suddenly they have extra $20 million to toy with.
Being one of the 'flushed' ones, it's inevitable for me to pay close attention Coles' advertisement.
At the beginning, it was a couple of slick simple retail ad with coins piling up to become a tower. A few months later, it became Curtis Stone's personal infomercial thanks to Masterchef. And then they had this 'Ta-Dah!' thing going on. And then it became this:

Last I heard the agency lost the account (in less than 12 months), so they may not be the culprit of this piece of art. That's not so depressing.
The depressing part is when Woolworths launched their new campaign this year:

That's gotta break your heart. In fact, the collective spirit of creative advertising around the world probably suffered a plunge.
Again, if we run the agency-client meeting simulator, it'd probably sound like this: Oh you know what, the scumbags at Coles have that catchy big finger thing. Why can't we have something like that? Boxing gloves? Hmm, yea. That's pretty good. What about we add some starburst to the gloves to emphasise that the price is REALLY getting knocked down? Eh? Eh? Eh? Now let's revise the cost because I'm pretty sure we came up with the idea.'

photos via

Friday, March 18, 2011

Direct marketing 101.

Here's the brief to the most effective work I've done in my career so far.
The client: me.
Background: The client's lost his keys on a bike ride home. He remember hearing something dropping off near the 109 tram stop.
Objective: To produce a piece of communication to retrieve the client's lost keys.
Target audience: Anyone who's found the client's keys.
Insight: Target market is a tram commuter or a bike rider.
Single Minded Proposition: I need to return the keys to the owner!
How does the target audience feel now: I've picked up this key and I'm sure someone is feeling anxious about this.
How will the target audience feel after seeing the piece of communication: The client's made it so easy and informative for me to return the keys I'll be a fool not to!
Budget: extremely low.
Timings: extremely urgent.
Mandatory: The mention of keys and time of incident.
Call to action: Mobile phone number.
The work:
The result has been fantastic with a 100% response rate. The client achieved his objective and everything was turned around within 12 hours. This news has generated great PR within the client's workspace and is now a buzz in the blogosphere. Also, a new friendship and mutual respect was established between the client and the target market.

Wednesday, March 09, 2011

My desktop, upgraded.

All thanks to IKEA, Hungary.
I don't normally suck up to the so called interactive campaign, but this just fits with my existing desktop background.
Maybe I should find a desk and drop in it somehow.

Tuesday, March 08, 2011

This. Is. So. Awesome!!

How many people responded, we'll never know though.

Tuesday, March 01, 2011

Fukuoka so far.

This is my first contact with a computer after 4 days in Fukuoka. Apparently internet is not a big thing here. At least not for Chika's family. I'm currently sitting next to the reception in this holiday onsen inn looking like a salary man pretending to do work while pissing off other real salarymen who have real work to do waiting in line.
I don't have much time. So here's a quick run:
Sitting crosslegged sucks.
I have been to a public bath house and my mind has been scarred and have seen more penises in an hour than my whole life thus far.
Bought a suit, shirt, tie, belt, shoes, handkerchief for 21000 yen ($250 dollars).
Attended a proper traditional Japanese wedding (Apparently only 24% of couples choose this over western and shinto wedding).
Tasted whale meat.
Tasted fugu fish.
And Japanese keyboards suck shit. The punctuations are all in the wrong place, and the spacebar has no space. I mean it's the size of a shift key.

Anyway, I probably won't have enough time to shop so I don't know, no souvenirs for you? Yea, yea suck it up. If you feel sad, imagine how I feel.