Autumn in GZ

Can't believe it has been another year since my last update & its coming to my 3rd winter here in GZ China as well. I wonder how will life be in the coming 2015?

JJVC : Acuvue Contact Lenses Campaign

The biggest campaign that I'd lead in SSX, JJ is going to launch it across countries like China, HongKong, Korea, SEA, Australia, India and so on. It involved a joint cooperation between agencies like McCann Worldwide, RGA, Landor & so on.

Acuvue needed to rebrand itself to it's target group, although fairly advance in clinical R&D for its CL products, but the brand itself lacks life & emotion. Therefor, the campaign : Eyes as Natural as Nature was born. We had joint meetings and brainstorming workshops, and I take it as one of the most valuable experience that I'd ever have in my career, meeting great thinkers & working together with them, priceless~.

This are the visuals that we had develope specifically for Shopper Marketing usage. Let's see if you can notice the relevancy and idea behind it :)

Lenovo OOH Pitch

One of the few last projects that I did before my departure from SSX. Lenovo has always been an interesting client to work with, well... technology, how can it be boring right :) Ok, here's to the brief that we got:

Business issue: Think brand is old, staid & boring. Although its reliable.
Campaign objective: To make Think brand - innovative, appealing & desirable.
Agency's task: To propose an experiential activation to create buzz.
Big idea: Instead of being mundane & become an average joe, let's Break-Out from your Comfort-Zone.

Kraft Foods : Cadbury Raya Festival 2013

In conjunction with Cadbury's global Joyville campaign, we were ask to develop a Raya campaign based on the same essence for the Malaysia market.

Cadbury Joyville : A magical place where joy creates chocolate and chocolate creates joy. We don't always see it, but the spirit of the Joy World of Cadbury is so generous and playful that it sometimes over-flows into our real world, making us smile and feel happy too.

Execution Idea : The Cadbury Raya Carnival serves as an execution idea that interprets the concept of Joyville a manner that resonates with Malaysians. It takes the essence of Joyville and transforms it into something that Malaysians of all races and ages can relate to and link to moments of joy and happiness with friends and family - The Carnival / Funfair

This is further drilled down to a Hari Raya context with the use of traditional Raya elements and colors fused with the fun of a Carnival.

So here I presents you: Raya Go-Round with Cadbury

五谷磨房 WuGu (5 Grains)

WuGu (五谷磨房), my first local client in China. WuGu is kinda like a health supplement drink, their USP is that, instead of pre-pack everything from the factory & deliver up to the rack, raw grains was freshly grind on the spot of purchase. It was a well sorted health food since many locals has the phobia of getting fake artificial food.

Saatchi X was asked to help do a rebranding exercise for them because their previous image is out-of-date and they want to go modern & new. I was given the task to lead the project.

Diageo: Budweiser - Brand Installation for Karaoke Joint

Now here comes the Bud~
It was a fun project, although its just a pure branding exercise. The installation happens inside the Karaoke F&B area, and since its inside an entertainment environment, we try to make it as exciting as possible by using lights as the attention grabber.

Diageo: Shui Jing Fang - HongKong Airport

The next project for SJF was to redesign their Shop-In-Shop in Beijing airport, and this are the 2 drafts that the team had created.

Before we develop further, Client inform us that they decided to use their standard format because they urgently need it to be construct. Then we were offered a bigger spot, a concourse area, yippee~ 2 options was given based on the new campaign direction for the year 2013, Brotherhood - In the asian form. So we related it back to the 'blood brothers' in a corporate world, the journey, the support, and the success. The design was much more contemporary but yet still holding on with its distinct Chinese culture.

Gentleman’s Lounge
- As the name itself has said, it’s the gathering of the Elite. The rooftop is formed with an outer ring of a hexagon, and an inner ring of a big SJF’s disc-seal. The smaller inner hexagon is meant to replicate the effect of an open rooftop of a Chinese house, which also means Elites under one roof.

The 4 protruding side panels consist of different brotherhood KV for different variant of SJF’s wine. In the middle, that’s where the interaction will take place, Elites will exchange info and for those that need to leave early, they can leave their name card on a bowl & it will be display properly around the table top. Behind the Lounge table, you will see the 3D close-up virtual projection.

Time Portal (Past, Present, Future)

- It’s a genuine time portal where you get to walk inside, experience time lapse that shows you your success story with your counterpart. Pass your name card to the promoter to enjoy free wine at the luxury business lounge on top of the world.

As you can see, the hexagon shape is still the primal structure shape to form the anchor look & feel. The outer layer will be the dazzling gold plated surface with logo branding, disc-seal & patterns.
The darken spot is where the story-telling (Brotherhood) & product introduction takes place; where else the white portion (see-through) will have classy leather chairs (bottom) with acrylic see-through name card holder (top). At the far end lies the 3D close-up virtual projection. And an adjacent stairway that leads to 2^nd floor’s wine tasting & chill-out session (music & promoters).


In the end, Gentleman's Lounge was selected, and we constructed it into 3D. 1 as per the sketch & the other one for an area that has limited area.

* The Project was put on hold as new arrangement has arise between Client & the airport management.