Chan Woei Hern. Portfolio
email: woeihern@gmail.com
phone: +60162222423
position: associate creative director. And judging by the art direction, obviously copy-based.
Main account: DiGi Telecommunications
Brands worked on previously: Telekom Malaysia, Maybank, Canon, Toyota, Canon, Kao, New Zealand Milk, SC Johnson
MASTERCHEF MALAYSIA
We went in for an Astro Pitch. The client threw down a 2-day deadline as a test. Challenge accepted. Drama. Suspense. (Probably deadline inspired/induced) And a dash of cooking. And we won the entire Astro Malay business along the way too.
Masterchef Malaysia
Brand: Astro
Art Directors: Carina Teo, Adeline Chew
Co-Writers: Hisham Idris, Ashraf Syed Sheh, Wong Sen Kiat
Awards:
Asian Marketing Effectiveness Shortlist
Bronze Kancils for Film and Malay Copywriting
ANNOYING MANDARIN ORANGE
Every year, the dreaded agency in-house festive greeting brief comes in.
This year was our turn, and since last year's team came up with some award-winning web banner idea, pride was at stake here.
Well we're not sure we'll win any awards with this one (credit goes out to the original Annoying Orange), but we did get over 250k hits and kids singing along to the song everywhere we went during Chinese New Year. That's goldier than Gold to me. Oh. You're welcome Mr. clients.
Brand: Naga DDB
Art Director: Loo Chun Guan
Co-Writer: Raphael Ang
Film Director: Tan Chee Meng
HAPPY DRAGON
Truth be told, we were just humbled to be part of this project. The clients are awesome. They wanted Malaysia's largest crowd-sourced music video. They also shot and produced everything themselves. They made it happen.
Brand: Astro
Art Director: Loo Chun Guan, The Awesome Clients
Co-Writers: Raphael Ang, The Awesome Clients
Film Director: The Awesome Client (seriously)
GILA INTERNET SALE
DiGi wrapped up the year with an epic sale for anything that's Internet. And what would an Internet sale be without an interactive story? Go ahead. I dare you to click the image below.
Gila Internet Sale
Brand: DiGi
Art Director: Monica Chen
Writers: Alvin Teoh, Sheikh Azraai
Film Director: Telly Koay
WHATBERRY ARE YOU?
You can tell we really had fun on this project. The challenge was to inject some fun, and make the all-business BlackBerry relevant to the youth. This campaign was one of the biggest buzzes on the social media space for early 2011. It was so successful that the clients decided to do a sequel - which we just recently concluded in April 2011. Right now the website's still running and buzzing, we're planning to introduce another promo on it soon. You can visit the ongoing campaign by clicking here.
What Berry Are You?
Brand: DiGi
Digital Partners: IF Interactive
Art Directors: Loo Chun Guan, Birdie Ting
Co-Writer: Zaid Zolkiffli
Awards:
Gold for Digital, Malaysian Media Awards
Bronze Cyber Kancil Awards for Website, Open, Cyber Campaign, Social, Merit for Multimedia Campaign
Finalist Asian Marketing Effectiveness Awards
Advertising+Marketing magazine Webwatch showcase
Naga DDB Blitz Showcase
DDB Worldwide Telco Case Studies Showcase
SAMBAL BELACAN
For Malaysia Day, the team decided to create a viral video to celebrate how diverse and united Malaysians are. So we decided to tell the story of our universal love for Malaysia's fave spice mix - Sambal Belacan
Sambal Belacan
Brand: DiGi
Art Directors: Alvin Teoh, Loo Chun Guan
Writers: Alvin Teoh, Loo Chun Guan
Awards:
Kancils Silvers for Film, Viral and Copywriting in Bahasa, Bronze for Film Direction
Advertising+Marketing MARKies Silver
Naga DDB Blitz Showcase
WWWoW Awards
What better way to showcase the power of the Internet, than to pay tribute to the Malaysians who make the Internet awesome?
View the commercial
View the case study (which kinda also doubled up as the award night opening video)
WWWoW Awards
Brand: DiGi
Art Director: Loo Chun Guan
Digital Partners: Rapp
Rapp Portfolio Showcase
Munchy's Funbots
For Munchy's 20th anniversary celebrations, they wanted to do something different. Well they came to the right place! We started with their tagline, Share the Fun and well asked ourselves, 'all the fun had to come from somewhere, right?' And thought it would be quite zany to bring the factory to life in the form of... the Funbots.
This MTV documents their journey from the Munchy's factory in Johor all the way to KL just in time for their 20th Anniversary celebrations at 1 Utama.
Well looks like I can cross 'robots' off the to-do list. Next up: Zombies, unicorns, ninjas, narwhals in no particular order!
Funbots
Brand: Munchy's
Art Director: Loo Chun Guan
Awards: Naga DDB Blitz showcase
CANON GOES GREEN. My all time fave. It started out as a press ad brief. We sold Canon a CSR campaign instead.
Visit the website, click here.
Canon Goes Green
Brand: Canon
Art Director: Loo Swee Mei
Co-Copywriter: Alexis Keith Fernandez
Interactive Partners: /IF Interactive
Awards:
Kancils Bronze
Asian Adfest Finalist
Voted Top 10 Green Initiative in Malaysia
One Show Merit
Malaysian Effies Finalist
Dentsu Eco Grand Prize – 2nd Place
International Advertising & Marketing Effectiveness (AME) Awards Finalist
Intercontinental Advertising Cup Best of Social Engagements Finalist, and
Best of Interactive Finalist
ZIPLOC. This is one of my first few pieces. It's always fun working for a brand that's known for innovative, low-involvement products like SC Johnson.
Squirrel / Bear
Brand: Ziploc
Art Director: Ahmad Nazril Ibrahim
Awards:
MC2 (Malaysia Creative Circle) Awards Silver Print, Bronze Outdoor
Malaysia Kancil Awards Bronze Print, Merit Outdoor
Cannes Finalist
ZIPLOC. This poster was our first piece. The clients loved it enough to say yes to the bear and squirrel the year after.
Pelican
Product: Ziploc
Art Director: Ahmad Nazril
Awards:
Malaysia Kancil Awards: Bronze, Art Direction
Merit, Poster
Media Awards (Now known as Spikes): Finalist
MAN/IF/ESTO. Personal collab with my fave web partners IF/ Interactive.
man/if/esto
Brand: IF/ Interactive
Team: IF/ Interactive
Awards:
Kancils Bronze
Webby Honoree
One Show Merit
MAYBANK2U.COM. No branding. Just a curious campaign called What is M to U? It's a make-your-own-commercial website that lets you do just that.
We wanted to release the top 100 commercials on air to reveal that the brand behind it was Maybank, Malaysia's largest online banking portal.
Clients ran out of budget for the second half of the campaign. So we had to make do with a PR launch to reveal that Maybank was the brand behind it. We're still proud of it nonetheless.
Visit the website.
What is M to U?
Brand: Maybank2u.com.my
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-Copywriter: Janet Lam
Interactive Partners: /IF Interactive
Awards:
Maybank Award Best Campaign
Dentsu Worldwide Case Study
Kancil Awards Bronze
MC2 AWARDS CALL FOR ENTRY. Movie piracy is rampant. So are scam ads. We thought it'd be fun to put the two together. We saw SHOTS on sale at a local pirate's den one day. Life imitating art?
Insist on Originals
Brand: MC2 Awards
Film Director: Telly Koay
Art Director: KC Aui
Creative Director/Co-Copywriter: SP Lee
Awards:
MC2 Silvers for Film and Film Direction
Kancil Awards Bronze
Malaysia Video Awards Best Script
ANLENE SOYA. Beans with taste. Nuff said.
Art Beans / Classical Beans
Brand: Anlene High-Calcium Soya
Brief: Change the perception that Soya was a disgusting substitute to milk
Film Director/Creative Director/Co-Copywriter: SP Lee
Art Director: KC Aui
Awards:
Malaysia MC2 Awards: Silvers for campaign, singles and animation
95PERCENT ADVERTISING ACADEMY. I'm a regular speaker at the 95percent Advertising Academy. We came up with these ads to get students excited about their creative courses
One Show / D&AD / Spikes
Brand: 95percent Advertising Academy
Art Director: KC Aui
Award:
Cannes Finalist
PAWS. A probono poster (everybody has one).
It's a poster of a dog behind bars.
If you take the number of PAWS at the bottom, you take away a strip of the bar. The more people take it, the closer the dog is to freedom.
Free Me
Brand: PAWS Animal Shelter
Art Director: KC Aui
Co-Copywriter: Janet Lam
Awards:
Adfest Finalist
CHINESE YELLOW PAGES. The Chinese refer to the Almanac, a cryptic book filled with open-ended phrases to decipher their future.
The idea? No matter what's in store for you, be better prepared with the Chinese Yellow Pages.
The headline reads "Unexpected Guests Are Arriving".
The bodycopy suggests that you are better prepared for the impending fate with your handy Yellow Pages around. From security systems for the unsavoury kinds, to caterers for the friendlier ones, and everything in between, you can count on Yellow Pages.
Guests
Product: Yellow Pages
Art Director: Stephen Tan
Awards:
Malaysia Kancil Awards, Merit
Asia Media Awards (Now Spikes), Finalist
The headline reads literally, "This Year Much Water"
Water in Chinese culture is symbolic of Wealth. So the bodycopy explains that "...from car loans to plumbers and everything in between, be better prepared with your Yellow Pages"
'Water'
Client: Yellow Pages
Art Director: Stephen Tan
Awards:
Malaysia Kancil Awards, Merit
Asia Media Awards (Now Spikes), Finalist
TOYOTA VIOS. The brand has always been positioned as 'design that's desirable'. We decided to turn it literally into a piece of blank canvas for people to play with.
My Design My Pride
Brand: Toyota Vios
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-copywriter: Janet Lam
Awards:
Dentsu Toyota Best Digital Campaign Asia
Dentsu Worldwide Case Study
TM Office in a Box. It's a starter kit for budding SMEs to get their businesses going. Now all they need is a great business idea.
Also. We managed to sell the clients a radio titled 'Cocks with Socks'. Moments like these make the long hours worthwhile.
Brand: Office in a Box
Co-copywriter: Rudolph La Faber
Award:
Dentsu Creative Link
CANON EOS. Canon ProGrip Battery Pack.
'Grip'
Client: Canon
Art Director: Nikki Chong, KC Aui
Award:
Dentsu Creative Link 'Top 3 Worldwide'
DENTSU HOUSE AD. It's always tough putting together a house ad for your agency. Specially when you have a one-day deadline.
Insight - every dentsu employee has 100 colours to choose from when it comes to their name cards.
Idea - 100 different POVs that's working together to give you truly integrated and engaging ideas.
'Brain Scan'
Client: Dentsu
Art Director: Nikki Chong, KC Aui
Award:
Dentsu Creative Link
KAO LAURIER. The ad that survived a storyboard focus group, a regional strat director, and another post campaign focus group. Could do with a longer duration and less product demo, but I'm proud of it nonetheless.
'Fishbowl'
Client: Kao
Art Director: KC Aui, Amir Faiz
Co-copywriters: Alexis Keith Fernandez, Rudy La Faber
Award:
Dentsu Creative Link
DECLARE YOUR LOYALTY. It was EURO 2008. Every Malaysian has their own 'home' team since ours officially suck. So we thought it'd be fun to give them an outlet to vent, scream, shout.
Declare Your Loyalty
Brand: Hypp.tv
Art Directors: KC Aui / Nikki Chong
Copywriter: Alexis Keith Fernandez
Interactive Partners: /IF Interactive
Awards:
Dentsu Creative Link
TOYOTA VVT-i. Saatchi was the darling of Toyota 5 years ago. Today, we have the entire portfolio plus Lexus. This campaign was one of the many relentless efforts we put into getting more business from the brand.
'Advanced Technology. Advanced Mileage'
Client: Toyota
Art Director: Ahmad Nazril Ibrahim
Award:
Dentsu Creative Link
TOYOTA ACCESSORIES. Smash & Grab crime is rampant in KL. These ads pimp the latest Toyota accessories that can make a mockery of their attempts. Terms & Conditions apply of course.
Baseball/Hammer/Spade
Brand: Toyota Security Tint
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-copywriter: Janet Lam
Award:
Dentsu Creative Link
TOYOTA HID LIGHTS. Made a demo video to be played during Toyota's proposed night test drive sessions
Daynight
Brand: Toyota Camry
Art Director: KC Aui / Nikki Chong / Norman Tang
Award:
Dentsu Creative Link
BLOODBANK. National Blood Centre commissioned us to do a poster for their blood donation drive
Lifesavers
Brand: National Blood Centre
Art Director: KC Aui
Award:
Dentsu Creative Link
LET'S TALK. Telekom Malaysia's our country's largest telco company. They gave us a foot in with this brief, and we won the business with this campaign. Today we're one of their three panel agencies.
Brief: Address the decline of fixed phone usage by highlighting the benefits - cheaper costs, clearer connection.
The idea - there's just so much more to talk about, when you talk on your fixed line phone.
Let's Talk
Brand: Telekom Malaysia Fixed Phone Line
ECD: SP Lee
Art Directors: Nikki Chong / Norman Tang / KC Aui
Co-copywriters: SP Lee / Janet Lam
Award:
Dentsu International Awards Gold
2006. Gary Larson-inspired.
Bed/Football/Paint
Brand: Taisho Kampo
Art Director: Norman Tang / KC Aui
Award:
Kancil Bronze
EUCERINE ANTI-WRINKLE CREAM. 'Fish Tails' are the Chinese equivalent of the metaphor 'Crow's feet'.
No Fish Tail
Brand: Eucerine Anti-Wrinkle Cream
Art Director: KC Aui
Awards:
Malaysia Kancil Bronze
WACOAL. We didn't have wonderbra. But we did have Wacoal and a brief to do a Chinese press ad. It's the chinese character for small. Except, since this is a WACOAL bra ad, small can look big. nyuknyuk.
Big Small
Brand: Wacoal
Art Director: KC Aui
Award:
Kancil Merit
SAMSUNG PHONE WARRANTY. We were given RM30 grand (about 10 grand USD back in the days) and a day to come up with this quick promo for Samsung Mobile Phones during the 2002 World Cup.
The best part was? We picked the right draw! Brazil did meet England! I was the target of abuse all around town because I was 'That England Fan!'
Brand: Samsung Mobile Sales & Support
Art Director: Chen Wei Choon
Message: 'Be warned, Samsung's warranty protects the phone, but not the owner'
Awards:
Malaysia Kancil Awards, Merit
MACY. 2009 was a year of financial turmoil for many. But if you're smart, it's also a year of bargains. Like Macy furniture for example.
Brand: Macy
Art Director: Ahmad Nazril Ibrahim / KC Aui
Co-copywriter: Alexis Keith Fernandez
BRITISH COUNCIL. The irony was that I could never have afforded a British education. But for those who can, well we highly recommend you do. Because according to these ads, they invented lots of cool things.
Brand: British Council
Art Director: Stephen Tan
Co-copywriters: Delani Phillips / SP Lee
TOYOTA ECO YOUTH. This ad was run as a vertical ad. For easy reading i've posted it horizontally. The idea was that all it takes is a different perspective, to change the way you view the environment.
Brand: Toyota
Art Directors: Norman Tang / KC Aui
TOYOTA CAMRY. Seamless auto transmission.
Brand: Toyota
Art Directors: Norman Tang / Nikki Chong / KC Aui
TOYOTA. The best safety technology in the world
Brand: Toyota
Art Director: KC Aui
TOYOTA. Hari Raya Festive Season Road Safety ad. I don't have the actual visual with me. But I kinda like the pure emotion of this sketch a lot better anyway.
Brand: Toyota
Art Directors: Norman Tang / Nikki Chung / KC Aui
TOYOTA. We did this display to build awareness of Toyota.com.my your virtual showroom.
Brand: Toyota
Art Director: Ahmad Nazril Ibrahim
TOYOTA. Another thing we hate is when clients want overnight ads to congratulate themselves on an F1 win. This one was pretty decent. Good thing they never won in Bahrain again.
Brand: Toyota
Art Director: Ahmad Nazril Ibrahim
TOYOTA. Clients wanted to educate people about safety features. We thought, which dummy are we advertising to?! And here you go. Again, Gary Larson-inspired.
Brand: Toyota
Art Director: Jonn Leow
PEMADAM. Public Service campaign for Pemadam, an organisation that's set up for drug rehab patients. The idea - Get high on life! It was a pitch, pity it didn't run.
Brand: Pemadam
Art Director: KC Aui
PAWS. We spent a lot of time there to really get a feel of what's it like at the animal shelter. A lot of the volunteers are animal lovers of course. And part of their job, is putting them to sleep. We thought in all honesty, let's just tell the world about that.
The talent was an actual volunteer at the shelter. The dog he's holding, is about to be put to sleep in an hour's time.
Brand: Paws
Art Directors: Norman Tang / Nikki Chong / KC Aui
Co-copywriter: Janet Lam
MC2 AWARDS. Honestly. What can be tougher? Granted one of the Account Directors couldn't pronounce Thoreau
Brand: MC2 Awards
Art Director: Ahmad Nazril Ibrahim
phone: +60162222423
position: associate creative director. And judging by the art direction, obviously copy-based.
Main account: DiGi Telecommunications
Brands worked on previously: Telekom Malaysia, Maybank, Canon, Toyota, Canon, Kao, New Zealand Milk, SC Johnson
MASTERCHEF MALAYSIA
We went in for an Astro Pitch. The client threw down a 2-day deadline as a test. Challenge accepted. Drama. Suspense. (Probably deadline inspired/induced) And a dash of cooking. And we won the entire Astro Malay business along the way too.
Masterchef Malaysia
Brand: Astro
Art Directors: Carina Teo, Adeline Chew
Co-Writers: Hisham Idris, Ashraf Syed Sheh, Wong Sen Kiat
Awards:
Asian Marketing Effectiveness Shortlist
Bronze Kancils for Film and Malay Copywriting
ANNOYING MANDARIN ORANGE
Every year, the dreaded agency in-house festive greeting brief comes in.
This year was our turn, and since last year's team came up with some award-winning web banner idea, pride was at stake here.
Well we're not sure we'll win any awards with this one (credit goes out to the original Annoying Orange), but we did get over 250k hits and kids singing along to the song everywhere we went during Chinese New Year. That's goldier than Gold to me. Oh. You're welcome Mr. clients.
Brand: Naga DDB
Art Director: Loo Chun Guan
Co-Writer: Raphael Ang
Film Director: Tan Chee Meng
HAPPY DRAGON
Truth be told, we were just humbled to be part of this project. The clients are awesome. They wanted Malaysia's largest crowd-sourced music video. They also shot and produced everything themselves. They made it happen.
Brand: Astro
Art Director: Loo Chun Guan, The Awesome Clients
Co-Writers: Raphael Ang, The Awesome Clients
Film Director: The Awesome Client (seriously)
GILA INTERNET SALE
DiGi wrapped up the year with an epic sale for anything that's Internet. And what would an Internet sale be without an interactive story? Go ahead. I dare you to click the image below.
Gila Internet Sale
Brand: DiGi
Art Director: Monica Chen
Writers: Alvin Teoh, Sheikh Azraai
Film Director: Telly Koay
WHATBERRY ARE YOU?
You can tell we really had fun on this project. The challenge was to inject some fun, and make the all-business BlackBerry relevant to the youth. This campaign was one of the biggest buzzes on the social media space for early 2011. It was so successful that the clients decided to do a sequel - which we just recently concluded in April 2011. Right now the website's still running and buzzing, we're planning to introduce another promo on it soon. You can visit the ongoing campaign by clicking here.
What Berry Are You?
Brand: DiGi
Digital Partners: IF Interactive
Art Directors: Loo Chun Guan, Birdie Ting
Co-Writer: Zaid Zolkiffli
Awards:
Gold for Digital, Malaysian Media Awards
Bronze Cyber Kancil Awards for Website, Open, Cyber Campaign, Social, Merit for Multimedia Campaign
Finalist Asian Marketing Effectiveness Awards
Advertising+Marketing magazine Webwatch showcase
Naga DDB Blitz Showcase
DDB Worldwide Telco Case Studies Showcase
SAMBAL BELACAN
For Malaysia Day, the team decided to create a viral video to celebrate how diverse and united Malaysians are. So we decided to tell the story of our universal love for Malaysia's fave spice mix - Sambal Belacan
Sambal Belacan
Brand: DiGi
Art Directors: Alvin Teoh, Loo Chun Guan
Writers: Alvin Teoh, Loo Chun Guan
Awards:
Kancils Silvers for Film, Viral and Copywriting in Bahasa, Bronze for Film Direction
Advertising+Marketing MARKies Silver
Naga DDB Blitz Showcase
WWWoW Awards
What better way to showcase the power of the Internet, than to pay tribute to the Malaysians who make the Internet awesome?
View the commercial
View the case study (which kinda also doubled up as the award night opening video)
WWWoW Awards
Brand: DiGi
Art Director: Loo Chun Guan
Digital Partners: Rapp
Rapp Portfolio Showcase
Munchy's Funbots
For Munchy's 20th anniversary celebrations, they wanted to do something different. Well they came to the right place! We started with their tagline, Share the Fun and well asked ourselves, 'all the fun had to come from somewhere, right?' And thought it would be quite zany to bring the factory to life in the form of... the Funbots.
This MTV documents their journey from the Munchy's factory in Johor all the way to KL just in time for their 20th Anniversary celebrations at 1 Utama.
Well looks like I can cross 'robots' off the to-do list. Next up: Zombies, unicorns, ninjas, narwhals in no particular order!
Funbots
Brand: Munchy's
Art Director: Loo Chun Guan
Awards: Naga DDB Blitz showcase
CANON GOES GREEN. My all time fave. It started out as a press ad brief. We sold Canon a CSR campaign instead.
Visit the website, click here.
Canon Goes Green
Brand: Canon
Art Director: Loo Swee Mei
Co-Copywriter: Alexis Keith Fernandez
Interactive Partners: /IF Interactive
Awards:
Kancils Bronze
Asian Adfest Finalist
Voted Top 10 Green Initiative in Malaysia
One Show Merit
Malaysian Effies Finalist
Dentsu Eco Grand Prize – 2nd Place
International Advertising & Marketing Effectiveness (AME) Awards Finalist
Intercontinental Advertising Cup Best of Social Engagements Finalist, and
Best of Interactive Finalist
ZIPLOC. This is one of my first few pieces. It's always fun working for a brand that's known for innovative, low-involvement products like SC Johnson.
Squirrel / Bear
Brand: Ziploc
Art Director: Ahmad Nazril Ibrahim
Awards:
MC2 (Malaysia Creative Circle) Awards Silver Print, Bronze Outdoor
Malaysia Kancil Awards Bronze Print, Merit Outdoor
Cannes Finalist
ZIPLOC. This poster was our first piece. The clients loved it enough to say yes to the bear and squirrel the year after.
Pelican
Product: Ziploc
Art Director: Ahmad Nazril
Awards:
Malaysia Kancil Awards: Bronze, Art Direction
Merit, Poster
Media Awards (Now known as Spikes): Finalist
MAN/IF/ESTO. Personal collab with my fave web partners IF/ Interactive.
man/if/esto
Brand: IF/ Interactive
Team: IF/ Interactive
Awards:
Kancils Bronze
Webby Honoree
One Show Merit
MAYBANK2U.COM. No branding. Just a curious campaign called What is M to U? It's a make-your-own-commercial website that lets you do just that.
We wanted to release the top 100 commercials on air to reveal that the brand behind it was Maybank, Malaysia's largest online banking portal.
Clients ran out of budget for the second half of the campaign. So we had to make do with a PR launch to reveal that Maybank was the brand behind it. We're still proud of it nonetheless.
Visit the website.
What is M to U?
Brand: Maybank2u.com.my
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-Copywriter: Janet Lam
Interactive Partners: /IF Interactive
Awards:
Maybank Award Best Campaign
Dentsu Worldwide Case Study
Kancil Awards Bronze
MC2 AWARDS CALL FOR ENTRY. Movie piracy is rampant. So are scam ads. We thought it'd be fun to put the two together. We saw SHOTS on sale at a local pirate's den one day. Life imitating art?
Insist on Originals
Brand: MC2 Awards
Film Director: Telly Koay
Art Director: KC Aui
Creative Director/Co-Copywriter: SP Lee
Awards:
MC2 Silvers for Film and Film Direction
Kancil Awards Bronze
Malaysia Video Awards Best Script
ANLENE SOYA. Beans with taste. Nuff said.
Art Beans / Classical Beans
Brand: Anlene High-Calcium Soya
Brief: Change the perception that Soya was a disgusting substitute to milk
Film Director/Creative Director/Co-Copywriter: SP Lee
Art Director: KC Aui
Awards:
Malaysia MC2 Awards: Silvers for campaign, singles and animation
95PERCENT ADVERTISING ACADEMY. I'm a regular speaker at the 95percent Advertising Academy. We came up with these ads to get students excited about their creative courses
One Show / D&AD / Spikes
Brand: 95percent Advertising Academy
Art Director: KC Aui
Award:
Cannes Finalist
PAWS. A probono poster (everybody has one).
It's a poster of a dog behind bars.
If you take the number of PAWS at the bottom, you take away a strip of the bar. The more people take it, the closer the dog is to freedom.
Free Me
Brand: PAWS Animal Shelter
Art Director: KC Aui
Co-Copywriter: Janet Lam
Awards:
Adfest Finalist
CHINESE YELLOW PAGES. The Chinese refer to the Almanac, a cryptic book filled with open-ended phrases to decipher their future.
The idea? No matter what's in store for you, be better prepared with the Chinese Yellow Pages.
The headline reads "Unexpected Guests Are Arriving".
The bodycopy suggests that you are better prepared for the impending fate with your handy Yellow Pages around. From security systems for the unsavoury kinds, to caterers for the friendlier ones, and everything in between, you can count on Yellow Pages.
Guests
Product: Yellow Pages
Art Director: Stephen Tan
Awards:
Malaysia Kancil Awards, Merit
Asia Media Awards (Now Spikes), Finalist
The headline reads literally, "This Year Much Water"
Water in Chinese culture is symbolic of Wealth. So the bodycopy explains that "...from car loans to plumbers and everything in between, be better prepared with your Yellow Pages"
'Water'
Client: Yellow Pages
Art Director: Stephen Tan
Awards:
Malaysia Kancil Awards, Merit
Asia Media Awards (Now Spikes), Finalist
TOYOTA VIOS. The brand has always been positioned as 'design that's desirable'. We decided to turn it literally into a piece of blank canvas for people to play with.
My Design My Pride
Brand: Toyota Vios
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-copywriter: Janet Lam
Awards:
Dentsu Toyota Best Digital Campaign Asia
Dentsu Worldwide Case Study
TM Office in a Box. It's a starter kit for budding SMEs to get their businesses going. Now all they need is a great business idea.
Also. We managed to sell the clients a radio titled 'Cocks with Socks'. Moments like these make the long hours worthwhile.
Brand: Office in a Box
Co-copywriter: Rudolph La Faber
Award:
Dentsu Creative Link
CANON EOS. Canon ProGrip Battery Pack.
'Grip'
Client: Canon
Art Director: Nikki Chong, KC Aui
Award:
Dentsu Creative Link 'Top 3 Worldwide'
DENTSU HOUSE AD. It's always tough putting together a house ad for your agency. Specially when you have a one-day deadline.
Insight - every dentsu employee has 100 colours to choose from when it comes to their name cards.
Idea - 100 different POVs that's working together to give you truly integrated and engaging ideas.
'Brain Scan'
Client: Dentsu
Art Director: Nikki Chong, KC Aui
Award:
Dentsu Creative Link
KAO LAURIER. The ad that survived a storyboard focus group, a regional strat director, and another post campaign focus group. Could do with a longer duration and less product demo, but I'm proud of it nonetheless.
'Fishbowl'
Client: Kao
Art Director: KC Aui, Amir Faiz
Co-copywriters: Alexis Keith Fernandez, Rudy La Faber
Award:
Dentsu Creative Link
DECLARE YOUR LOYALTY. It was EURO 2008. Every Malaysian has their own 'home' team since ours officially suck. So we thought it'd be fun to give them an outlet to vent, scream, shout.
Declare Your Loyalty
Brand: Hypp.tv
Art Directors: KC Aui / Nikki Chong
Copywriter: Alexis Keith Fernandez
Interactive Partners: /IF Interactive
Awards:
Dentsu Creative Link
TOYOTA VVT-i. Saatchi was the darling of Toyota 5 years ago. Today, we have the entire portfolio plus Lexus. This campaign was one of the many relentless efforts we put into getting more business from the brand.
'Advanced Technology. Advanced Mileage'
Client: Toyota
Art Director: Ahmad Nazril Ibrahim
Award:
Dentsu Creative Link
TOYOTA ACCESSORIES. Smash & Grab crime is rampant in KL. These ads pimp the latest Toyota accessories that can make a mockery of their attempts. Terms & Conditions apply of course.
Baseball/Hammer/Spade
Brand: Toyota Security Tint
Art Directors: KC Aui / Nikki Chong / Norman Tang
Co-copywriter: Janet Lam
Award:
Dentsu Creative Link
TOYOTA HID LIGHTS. Made a demo video to be played during Toyota's proposed night test drive sessions
Daynight
Brand: Toyota Camry
Art Director: KC Aui / Nikki Chong / Norman Tang
Award:
Dentsu Creative Link
BLOODBANK. National Blood Centre commissioned us to do a poster for their blood donation drive
Lifesavers
Brand: National Blood Centre
Art Director: KC Aui
Award:
Dentsu Creative Link
LET'S TALK. Telekom Malaysia's our country's largest telco company. They gave us a foot in with this brief, and we won the business with this campaign. Today we're one of their three panel agencies.
Brief: Address the decline of fixed phone usage by highlighting the benefits - cheaper costs, clearer connection.
The idea - there's just so much more to talk about, when you talk on your fixed line phone.
Let's Talk
Brand: Telekom Malaysia Fixed Phone Line
ECD: SP Lee
Art Directors: Nikki Chong / Norman Tang / KC Aui
Co-copywriters: SP Lee / Janet Lam
Award:
Dentsu International Awards Gold
2006. Gary Larson-inspired.
Bed/Football/Paint
Brand: Taisho Kampo
Art Director: Norman Tang / KC Aui
Award:
Kancil Bronze
EUCERINE ANTI-WRINKLE CREAM. 'Fish Tails' are the Chinese equivalent of the metaphor 'Crow's feet'.
No Fish Tail
Brand: Eucerine Anti-Wrinkle Cream
Art Director: KC Aui
Awards:
Malaysia Kancil Bronze
WACOAL. We didn't have wonderbra. But we did have Wacoal and a brief to do a Chinese press ad. It's the chinese character for small. Except, since this is a WACOAL bra ad, small can look big. nyuknyuk.
Big Small
Brand: Wacoal
Art Director: KC Aui
Award:
Kancil Merit
SAMSUNG PHONE WARRANTY. We were given RM30 grand (about 10 grand USD back in the days) and a day to come up with this quick promo for Samsung Mobile Phones during the 2002 World Cup.
The best part was? We picked the right draw! Brazil did meet England! I was the target of abuse all around town because I was 'That England Fan!'
Brand: Samsung Mobile Sales & Support
Art Director: Chen Wei Choon
Message: 'Be warned, Samsung's warranty protects the phone, but not the owner'
Awards:
Malaysia Kancil Awards, Merit
MACY. 2009 was a year of financial turmoil for many. But if you're smart, it's also a year of bargains. Like Macy furniture for example.
Brand: Macy
Art Director: Ahmad Nazril Ibrahim / KC Aui
Co-copywriter: Alexis Keith Fernandez
BRITISH COUNCIL. The irony was that I could never have afforded a British education. But for those who can, well we highly recommend you do. Because according to these ads, they invented lots of cool things.
Brand: British Council
Art Director: Stephen Tan
Co-copywriters: Delani Phillips / SP Lee
TOYOTA ECO YOUTH. This ad was run as a vertical ad. For easy reading i've posted it horizontally. The idea was that all it takes is a different perspective, to change the way you view the environment.
Brand: Toyota
Art Directors: Norman Tang / KC Aui
TOYOTA CAMRY. Seamless auto transmission.
Brand: Toyota
Art Directors: Norman Tang / Nikki Chong / KC Aui
TOYOTA. The best safety technology in the world
Brand: Toyota
Art Director: KC Aui
TOYOTA. Hari Raya Festive Season Road Safety ad. I don't have the actual visual with me. But I kinda like the pure emotion of this sketch a lot better anyway.
Brand: Toyota
Art Directors: Norman Tang / Nikki Chung / KC Aui
TOYOTA. We did this display to build awareness of Toyota.com.my your virtual showroom.
Brand: Toyota
Art Director: Ahmad Nazril Ibrahim
TOYOTA. Another thing we hate is when clients want overnight ads to congratulate themselves on an F1 win. This one was pretty decent. Good thing they never won in Bahrain again.
Brand: Toyota
Art Director: Ahmad Nazril Ibrahim
TOYOTA. Clients wanted to educate people about safety features. We thought, which dummy are we advertising to?! And here you go. Again, Gary Larson-inspired.
Brand: Toyota
Art Director: Jonn Leow
PEMADAM. Public Service campaign for Pemadam, an organisation that's set up for drug rehab patients. The idea - Get high on life! It was a pitch, pity it didn't run.
Brand: Pemadam
Art Director: KC Aui
PAWS. We spent a lot of time there to really get a feel of what's it like at the animal shelter. A lot of the volunteers are animal lovers of course. And part of their job, is putting them to sleep. We thought in all honesty, let's just tell the world about that.
The talent was an actual volunteer at the shelter. The dog he's holding, is about to be put to sleep in an hour's time.
Brand: Paws
Art Directors: Norman Tang / Nikki Chong / KC Aui
Co-copywriter: Janet Lam
MC2 AWARDS. Honestly. What can be tougher? Granted one of the Account Directors couldn't pronounce Thoreau
Brand: MC2 Awards
Art Director: Ahmad Nazril Ibrahim
