Hasta La Creative!

Advertising Agency: Nickandjack, Paris, France
Art Directors / Copywriters: Nicolas Dumenil, Jacques Denain

Challenge:
In crowded China Smart TV market, product definition of Smart TV is confused by other local brands. An internet TV is not a real Smart TV. Samsung as a later imported brand, has powerful TV Application Store which support countless various Applications download and full-3D audiovisual experience. Samsung should be differentiated with other local brands, and tends to make clear to consumers that no one but Samsung Smart TV can be called “real smart TV”.

Solution:
Install a “Samsung Smart Box” at a site, many different kinds of gifts, such toys as characters of various applications (sports, music, movie, game, SNS etc.), endlessly pop out from the “Smart Box”, consumers can take it for free. Through the direct experience, let consumers know the unbelievable benefits that Smart TV applications can be downloaded for free! CBD(Central Business District) , where is the most white collar-intensive area in Beijing, is chosen as the interesting event site. Carry the activity out twice in rush hours (during the lunch break and the closing time). Promote product focus on the target consumers by interactive outdoor billboard combined with the spread of on-line viral video.

Result:
The activity attracted huge crowds, white collars from nearby office buildings have take part in this interaction. Over 4,000 APP toys have been taken away. Real-time on-the-spot broadcast swept 10,000 people. Viral video has been uploaded and spread across the internet, such UCC website as Ku6.com, youku.com. Also as been forwarded on the Sina micro blogs at the same time from April 19th. Activity attracted increasing attentions and comments. from netizen, received overall good reviews. Judging from the feedback, Samsung Smart TV stands out from other brands, Consumers strongly impressed by activity, and most of them are willing to experience Samsung Smart TV.

Advertising Agency: Cheil, Beijing, China
Chief Creative Officer: Jason Zhao
Executive Creative Director: Jacky Lung
Creative Director: Tody Hu, Nancy Yang
Copywriter: Nancy Yang
Art Director: Hong Luo, Yang Xiang

Advertising Agency: Lowe GGK, Warsaw, Poland
Creative Directors: Kinga Grzelewska, Marcin Nowak
Art Director: Giedymin Jablonski
Copywriter: Patryk Michon
Illustrator: Giedymin Jablonski
Published: September 2010

Advertising Agency: Octante, Buenos Aires, Argentina
Creative Directors: Emiliano Cortez, Martín De Pasquale
Art Director: Emiliano Cortez
Copywriter: Martín De Pasquale
Photographer: Andrés Nogueira
Published: April 2011

Advertising Agency: Supernormalvoice, Seoul, South Korea
Account Executive: Saeyoung Kim
Creative Directors: Swan Song, Saeyoung Kim
Art Director: Swan Song
Copywriters: Saeyoung Kim, Swan Song
Photographer / Filming : Kisam Kim
Others: Junghyun Kim, Youngtae Lee, Yeonyi Yoo
Published: August 2010

We created a multidimensional and interactive experience combining music and self expression in a unique way. We invited people to wash their Levi’s Square Cut jeans in sound in a special Sound Wash Machine in the Levi’s Soundwash Laundry using music the audience had mixed themselves from specially developed Soundwash laundry mixes. The idea extended across packaging, a Laundromat, online and mobile.

Advertising Agency: TBWA\TEQUILA, Hong Kong
Executive Creative Director: Mark Ringer
Group Creative Director: Esther Wong
Creative Director/ Art director: Ken Hui
Senior Copywriter: Mike Wu
Art Director: Jacqueline Hung
Producer: Daisy Chan
Director: Kevin Lei @ Fat Ball Slim
Digital Creative Director: Betty Ho
Production company: A Sound Device Company
Editor: Kevin Lei @ Fat Ball Slim
Photographer: Ricky Wong @ Redtangle Workshop
Photographer: Timon Wehrli @ Reddog Studio
Retoucher: Reddog Studio
Senior Digital Art Director: Liou Ming
Typographer: Joe Lee, Ken Hui, Jacqueline Hung
Flash Designer: Tony Mak, Victor Norgren, Lui Yuen Yi

“Summer the whole year.”

Advertising Agency: Gruponove, Recife, Brazil
Creative Directors: Aliwton Carvalho, Gustavo Rêgo
Art Director: Marcelo Maciel
Copywriters: Rafael Nântua, Igor Moura

The outdoor board by Clarity Coverdale Fury,Minneapolis is part of a multi-media campaign that ClearWay Minnesota is running to raise awareness of the continued dangers of smoking and tobacco products. The tobacco industry continues to spend almost $200 million each year in Minnesota to attract new, young customers to replace the thousands that die each year from tobacco related illness. Additional campaign work will continue to emphasize the aggressive marketing practices of the tobacco industry. All of the work is available online at www.weallpaytheprice.com, a website designed to educate Minnesotans about the harms of tobacco and expose the tobacco industryâs practices.

Advertising Agency: Clarity Coverdale Fury, Minneapolis, United States of America
Executive Creative Director: Jac Coverdale
Creative Director: Jerry Fury
Art Director: Jac Coverdale
Copywriter: Jerry Fury
Production company: 3 Ring Scenic

Advertising Agency: WAX, Calgary AB, Canada
Executive Creative Director: Joe Hospodarec
Creative Director: Scott Luit
Art Directors: Brian Allen, Brad Connell
Copywriters: Tim Anderson, Stephanie Bialik, Andrew Payne
Photographer: Roth & Ramberg
Retouching: Robyn Jamieson
Outdoor Media: Pattison
Published: September 2010

Advertising Agency: Imelda Ogilvy, Ljubljana, Slovenia
Creative Director: Jure Požun
Art Director: Branislav Miloševi?
Copywriter: Andrej Baša
Published: September 2010