North Asia Chief Creative Officer & China Chairman
at
J. Walter Thompson Shanghai
Shanghai, China
| Titel | Depression |
| Agentur | J. Walter Thompson Asia Pacific |
| Kampagne | Vicious Cycle - Health Promotion Board |
| Werbende | Health Promotion Board |
| Marke | Health Promotion Board |
| Posted | März 2004 |
| Produkt | Anti-smoking Campaign |
| Geschäftsbereich | Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids) |
| Slogan | Easy to start. Very dificult to stop |
| Story | The ads communicate that smoking is an act that easy to start and very difficult to stop. It illustrates that smoking is a vicious circle from which it is near impossible to get out. |
| Philosophie | The strategy was to appeal to the vanity factor of teenagers. The campaign highlights the damage smoking does to things top-most on the minds of the teens; like personal appearance and sexual performance. |
| Problem | The problem was that teenagers were apathetic to the usual claims of ardinary 'anti-smoking' campaigns. They believed that diseases like cancer and heart afflictions happened only yo old people. Teenagers believed that they were going to live forever and that smoking helped them integrate with their peer groups and made them look cool and grown-up. |
| Medientyp | Zeitschriftenanzeige |
| Länge | |
| Markt | Singapur |
| Creative Director | Norman Tan |
| Texter | Joji Jacob |
| Art Director | Ivan Wibowo |
| Etatdirektor | June Ong |
Mehr Projekte
ALLE SEHENRock
- MARKE:
- Creative Labs
- AGENTUR:
- J. Walter Thompson Shanghai
Sea
- MARKE:
- Forevermark
- AGENTUR:
- J. Walter Thompson Shanghai
Pavilion
- MARKE:
- Forevermark
- AGENTUR:
- J. Walter Thompson Shanghai
Balloon
- MARKE:
- Forevermark
- AGENTUR:
- J. Walter Thompson Shanghai
Shower together: Water Relay
- MARKE:
- SAKURA
- AGENTUR:
- J. Walter Thompson Shanghai
Boy
- MARKE:
- Samsonite
- AGENTUR:
- J. Walter Thompson Shanghai
Girl
- MARKE:
- Samsonite
- AGENTUR:
- J. Walter Thompson Shanghai
NO Jam challenge the guitar
- MARKE:
- Double A
- AGENTUR:
- J. Walter Thompson Shanghai