Idea + execution…and then there is craft

What is craft? Two spots, both were created for the same event Rugby World Cup 2015. Rugby 2015 “Promo”   Rugby 2015 “Team Talk”   The spot entitled “Promo” was released in 2013 in… Continue reading

How do global brands adapt the advertising for the local market? Start with the product.

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that… Continue reading

Unleashing the global creative potential within us all

In an interview at Cannes Festival of Creativity this year, Sir John Hegarty responded to the question about the state of creativity in the ad industry. He raised the concern about the effectiveness… Continue reading

A great global idea can come from anywhere

I often say that a great idea does not have language barriers. Because deep down there is a universal truth that can always be translated in any culture. I also often advocate that… Continue reading

The age of customization: You don’t own the idea. The consumers do.

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of… Continue reading

When brand and culture collide: Adidas X Marina Abramović

We ought to be excited when we saw this video. Commissioned by Adidas, designed to be coincide with the World Cup season, it featured an artistic interpretation of the brand’s ongoing “All In or… Continue reading

The Airbnb identity: More than a trademark, it’s a movement.

Airbnb had just unveiled their new identity as part of a brand overhaul. Many people would say that it’s time for the brand to think global. Afterall, in 2013, it was reported that more than… Continue reading

Localize the product, not just the name.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining… Continue reading

JOMO: The trend that leads us to a mindful way of living

It has become very difficult for us to think about just one thing at a time. In the process, we have all become self-confessed information junkie. We absorb everything from every sources, and… Continue reading

Building unique brand experiences in local markets

There is a subtle difference between brand pushing messages to consumers, and letting consumers discover what the brand represents. Recently, a giant pavilion in the shape of a Louis Vuitton suitcase emerged on… Continue reading