Agency: DDB, Hong Kong
Creative Director: Ruth Lee, Paul Chan, O’ Poon
Art Director: O’ Poon, Fei Leung
Copywriter: Paul Chan, Jay Lee
Photographer: Steve Wong
Retouchers: Bon Leung, Joe Kam
Penguin is a book store, but doesnt has well brand recall in HK.
http://www.penguin.com/index.html?redirect=
I am confused about the meaning in the first time.I think the original idea is simple and OK, but the execution can't meet HKpeople habits.
Perhaps the problem is the CD is not the HK people to understand the reading style in HK which is not long time and prefer to stay at home , cafe or library.
i can't get it too, but the scene is great. And i found that the photo scene appear in advertising nearly all look fake! Someone said that is beautiful, someone said the photo has been edited for long time to made it look like this nice color and mood, but sometime i think this lost the original mood when this picture was took. What do u think about this? And this made every this kind of ad look similar...is it good? or it called "professional"?
ReplyDeleteThis is a question worth for meditation.
ReplyDeleteTo Keep the real feeling of the environments or not is depend on what message the ad need to communicate with the audiences.Also it related to the style of expression.
For example,"exaggeration execution" always show the thing so wonderful than the fact,so we have accepted it is fake and fun.
I think the key is the style and how CD control the level between real and imagine space.