Can you get it?

(Please press it to read in bigger version)

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.

Semiotic - Ways of Seeing

As the last tutorial lesson, Robert has said we should read the book of John berger, "Ways of seeing". I discover Youtube has the video of his presentaion of this book.
Let's save a few time to watch~


A 1972 BAFTA award-winning BBC series with John Berger, which rapidly became regarded as one of the most influential art programmes ever made. In the first programme, Berger examines the impact of photography on our appreciation of art from the past. Directed by Mike Dibb.

"Cover" is not easy

My God! I was exhuasted.

I really felt it: "Design needs talent".

I have used a whole day time to prepare my profoilo layout but there only contains 24 pages!
For only a red 3D ball ,I was audited again and again, then correct and correcting...

In fact, i am doubt about " Am i talent in deisgn?"

McDonald's x Milk magazine

What is this?

This is a paper decoration? This is a toy? This is a advertisment?

This is an XL frybox ,trademark of McDonald's. Also this is a direct mail for 2009-2 promotion.
The design of this DM is so cutie and attractive, even the M is missed; I still can recognize this is McDonald's Product. That is why the color and visual elements should be designed consistence when the ad people doing the image buliding for a brand.

In fact ,you can simply count it as a package of magazine; what do you get totally depend on how McDonald's done in your mind. In my view,it is playful , young and meaningful. I'm lovin it!

See... how sick i am of Mc.

Semiotic- Symbol of giving love

Symbol of love extended from rest to motion

The principle of love is desire to give.

God gives love by extending His Light. God's love is a mirror of Light which reflects His giving of love by the regiving of love.
The law of love is rhythmic balanced interchange between all givings and regivings.The symbol of love is the wave of dual light which gives and regives equally and rhythmically. This is a dual electric wave universe of interchanging light.

Lifestyle Brand

What is Lifestyle brand?

Sometimes I’ll get pretty into a band, or a t-shirt company, or any other
sort of business, and I find out that they are not what I think they are.

They are in fact ‘a lifestyle brand.’

http://www.hipsterrunoff.com/2008/05/what-is-lifestyle-brand.html

A lifestyle brand embodies the values and aspirations of a group or culture.A successful lifestyle brand speaks to the core identity of its customers. Individuals each have their own sense of self, based on their background (e.g. ethnicity, social class, subculture, nationality, etc.). A lifestyle brand provides a powerful supplement to this core identity, by allowing the individual to publicly associate themselves with the brand.

In this competitive market, the enormous number of brands strive for keep consumers' loyalty.In fact this is so difficult for a brand find out her own differentiation within the adversaries. Therefore branding by Lifestyle is an alternative for buliding USP. The key is How your brand undeerstand your consumers living pattern and hobbies, also it is relevant to the trendy and phenomenon of society.

Lifestyle brand is not new but modern advertising strategy.

Style of executing message -Exercise 2

Sympathy is one the difficult expression skill from the last lesson , in my view .
It is because the idea need to impress others emotionally.
Everyone has different personal values and experiences ,
therefore I think a good sympathy execution doesnt depend on creativities
but your attention of surroundings and reflection of life.

I have read an impressive Blog Post "意大利女孩" from
http://laughandlisten.blogspot.com/2008/07/blog-post_08.html

Sharing with you for enhancing our emotional experiences

Style of Exe. mgs -tutorial lesson in 0224

After comprehending target and market, we should prepare
a core message for the advertising campaign.
Execution part is what we are most concerned.

Before "how to say" the message, we should think of the AIDA plan.

What is AIDA? Do you still remember?

Aware/Interest/ Desire/ Action

These are related to how good do we understand our target consumers.

A short note from Robert

For understanding Ambiguity and Paradox, we need to know some base of semiology.
Therefore , they will be another chapters for coming lesson.

Style of executing message -Exercise 1

Heavy snack?

Advertising Agency: Memac Ogilvy, Dubai, UAE
Executive Creative Director / Copywriter: Till Hohmann
Creative Director / Art Director: Dalbir Singh
Art Director: Rafael Rizuto
Photographer: Jimmy FokProp
Maker: Jay Hammond

Anaylsis:

-Executional Style

Can not be exactly categorised to a group of ten

-Advertising Concept

Using the exaggeration image to emphasize how your favorite snack heavy to your stomach

Lifestyle Branding

Better by Design: The Rise of the Lifestyle Brand

by Jonathan Ford

....

For mass consumer brands, the days of selling one product to one targeted market are no more. One-product brands are dinosaur brands with no future in a dynamic, global marketplace. To succeed they must evolve into fluid and playful "lifestyle" brands.

Lifestyle brands bring freedom to the player in all of us because they exist dynamically in real time in multiple places. They are more purposeful and meaningful than just being a commodity because they exist in culture on all levels, and are therefore truly relevant to their audience.

Yes, successful lifestyle brands are relevant brands. Relevant brands do not overextend their brand offer, but only enter categories where it makes sense for them to meet the real needs of their audience. They don't try too hard to be fun, but they do keep fun at the core of their business. While it is easier for the more nimble, entrepreneurial start-up brands to incorporate a lifestyle ethos at the heart of their philosophy, larger, more established global brands can do this too, but they have to make a serious commitment to understanding and ultimately satisfying the needs of the 21st-century player.

...

This is just a part about Lifestyle branding , read all from http://www.stepinsidedesign.com/STEPMagazine/Article/28615

Funny visual for selling meat

Although it is quite ugly, the visual impression is success.

Sharing for inspirating our ideas in final project

http://www.epicurious.com/articlesguides/blogs/editor/2008/02/happy-national.html

Reflection for FinalProject

PizzaExpress 共渡時艱

http://www.pizzaexpress.com.hk/english/whats_new.html

This is what similar ad i expect to do in the begining of the project.
I think pizzeria brand also can do some adverts to promote itself and encourage the public.

I guess this is not false.

However, the main point is Pizza-BOX may not be the most suitable one with matching brand image. Also, this idea perhaps can not be a well-organized campaign for developing in 14 weeks and would be replaced by any brand.

Happy to see this poster for ensuring my first idea isn't ridiculous~

If any one have tasted PizzaExpress,please tell me sth about it.Thanks

a blender brand blent iPhone!

Can you imagine a blender advertisment could be like that?

http://www.blendtec.com/
This video shocked me , but one thing can' t be argued that "Blendtec" is successful now.

We all understand in this modern society, hard selling is not the welcome and impressive promotion, especially the personally selling on the street.

What advertising we are talking about for a corporation is branding.
The image and self-statement for a brand to show itself how unique and satisfying consumers.
Many famous creative directors have had the modern ads are no longer like the ads.
I believe this is true.

Advertising is like the high-tech Internet application in consumers' view; you should continuously add the new elements, not only beauty but function. You ought to keep it up-to -date in order to let your customers always feel fresh ,no resistance and can not resist to ignore your emerge because of your Hot .