when I realize somebody else is occupying my brainstorming spot

Hahaha! So true.

thisadvertisinglife:

Props to Jose Alfaro for the idea.

Knuckle-bump to Lindsey Head for the gif.

Challenge: To make Lego popular among old people (aged 60 and beyond)

Client: Lego

Product: Lego bricks

Media: Ambient, print, interactive   

Single-minded proposition: Never too old for fun.

Insight #1: Old people take pride in their independence - they don’t like to be told what to do, or that they are too old for something. 

Insight #2: Old people take pride in being healthy in spite of their age.

Solution: Promote lego as a brain-trainer in an engaging way that respects their independence and desire to have fun. 

Client: Bridge Alliance

Media: Print / Communications Toolkit 

The full toolkit is 62 pages and counting; I wrote most of the guidelines in the entire set but my internship ended before I could see it to completion. Please excuse the image placeholders as I do not have the full set of ads. I have included some pages as writing samples, but do email me if you would like to see more.

Credits

Advertising Agency: TBWA\Singapore (Internship, May to end July 2011)

Creative Director(s): Maurice Wee, Antti Toivonen

Copywriter(s): Antti Toivonen, Juliana Koh, Pearlyn Ong (intern)

Art Direction: Maurice Wee, Tzer Meng Lim, Daphne Tann

Main Suit: Joyce Wong

Client: Doritos

Product: Doritos

Media: Integrated Campaign (Print, Ambient, Interactive)

Single-minded proposition: An iconic snack.

Mandatories: Core target audience - 16 to 25 year-olds. Use three unique product attributes in your communication - intense flavour, loud crunch, unique triangular shape. 

Idea: To emphasise on Doritos’ iconic attributes in a larger-than-life way.

Campaign tagline: The larger-than-life snack. 

AWARD School Singapore - Brief 8

Client: KIA

Product: KIA Cadenza

Media: TVC (30 seconds)

Single-minded proposition: A luxury car at a reasonable price. 

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ABOUT AWARD SCHOOL

AWARD School is a special course run by the Australasian Writers and Art Directors Association for people who want to become copywriters or art directors in advertising. AWARD School is not so much about ads, as about ideas. The emphasis is on how to recognise a simple idea and then how to turn this into great advertising. 

It’s a course about ideas, creative thinking and the processes involved in coming up with great ideas and ultimately good ads.

It won’t teach you how to art direct or craft copy, it’s simply about helping you recognise good ideas, how to judge them and how to find inspiration for them.

The 16-week part time course runs once a year in Singapore. The course consists of a Monday evening lecture and Thursday evening tutorial. AWARD school invites some of the most talented creatives currently working in the industry to be lecturers and tutors. Previous lecturers include Jonathan Kneebone, Matt Eastwood, Steve Back and David Nobay. 

http://www.awardschoolasia.com/

AWARD School Singapore - Brief 10

Client: Plants Plus

Product: Plants Plus Garden Centres

Media: Integrated campaign

Single-minded proposition: The largest range of plants. 

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ABOUT AWARD SCHOOL

AWARD School is a special course run by the Australasian Writers and Art Directors Association for people who want to become copywriters or art directors in advertising. AWARD School is not so much about ads, as about ideas. The emphasis is on how to recognise a simple idea and then how to turn this into great advertising. 

It’s a course about ideas, creative thinking and the processes involved in coming up with great ideas and ultimately good ads.

It won’t teach you how to art direct or craft copy, it’s simply about helping you recognise good ideas, how to judge them and how to find inspiration for them.

The 16-week part time course runs once a year in Singapore. The course consists of a Monday evening lecture and Thursday evening tutorial. AWARD school invites some of the most talented creatives currently working in the industry to be lecturers and tutors. Previous lecturers include Jonathan Kneebone, Matt Eastwood, Steve Back and David Nobay. 

http://www.awardschoolasia.com/

Client: GNC

Product: GNC Pro Performance 100% Whey Protein - Vanilla

Media: Print

Single-minded proposition: Makes you physically stronger. 

AdSchool (RADIO)

AWARD School Singapore - Brief 4

Client: Ad School Australia

Product: Courses in advertising

AdSchool is dedicated to encouraging excellence in marketing communications through higher education.”

(Taken from adschool.org.au)

Media: Radio (30s)

Single-minded proposition: Progress your advertising career. 

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(Female Voice)

Me and Joe, we’ve been together for 7 years now. Patient, smart and hardworking – he’s all I’ve ever wanted in a partner. We spend almost everyday together. Sometimes, he comes over after work, and we get carried away, late into the night. It used to be hard on my husband, until we let him join in. Our brainstorming sessions have never been better. I’m glad I met Joe at AdSchool. Honestly, I can’t imagine working with another copywriter!

VO:

Hear real stories from real people in advertising. Visit adschool.org.au. to be inspired in your ad career. 

Copy:

Magical Moscow, daily from Singapore.

Explore Russia’s colourful capital with our daily flights from Singapore. Experience enchanting art performances and be inspired by the city’s architectural splendour. En route, enjoy KrisWorld, your personal entertainment system as well as the inflight service even other airlines talk about. 

Credits

Advertising Agency: TBWA\Singapore (Internship, May to end July 2011)

Creative Director(s): Maurice Wee, Antti Toivonen

Copywriter(s): Antti Toivonen, Pearlyn Ong (intern)

Art Direction: Maurice Wee, Lawrence Hu

AWARD School Singapore - Brief 5

Client: Emirates Airlines

Product: Emirates Airlines

Media: Outdoor / Ambient

Single-minded proposition: You can carry more luggage with Emirates. Compared to other airlines, it has one of the most generous baggage policies. 

—————————————————————————————————————

ABOUT AWARD SCHOOL

AWARD School is a special course run by the Australasian Writers and Art Directors Association for people who want to become copywriters or art directors in advertising. AWARD School is not so much about ads, as about ideas. The emphasis is on how to recognise a simple idea and then how to turn this into great advertising. 

It’s a course about ideas, creative thinking and the processes involved in coming up with great ideas and ultimately good ads.

It won’t teach you how to art direct or craft copy, it’s simply about helping you recognise good ideas, how to judge them and how to find inspiration for them.

The 16-week part time course runs once a year in Singapore. The course consists of a Monday evening lecture and Thursday evening tutorial. AWARD school invites some of the most talented creatives currently working in the industry to be lecturers and tutors. Previous lecturers include Jonathan Kneebone, Matt Eastwood, Steve Back and David Nobay. 

http://www.awardschoolasia.com/

AWARD School Singapore - Brief 6

Client: GlaxoSmithKline

Product: Panadol Rapid

Media: Print Campaign

Single-minded proposition: Fast-acting pain relief.

—————————————————————————————————————

ABOUT AWARD SCHOOL

AWARD School is a special course run by the Australasian Writers and Art Directors Association for people who want to become copywriters or art directors in advertising. AWARD School is not so much about ads, as about ideas. The emphasis is on how to recognise a simple idea and then how to turn this into great advertising. 

It’s a course about ideas, creative thinking and the processes involved in coming up with great ideas and ultimately good ads.

It won’t teach you how to art direct or craft copy, it’s simply about helping you recognise good ideas, how to judge them and how to find inspiration for them.

The 16-week part time course runs once a year in Singapore. The course consists of a Monday evening lecture and Thursday evening tutorial. AWARD school invites some of the most talented creatives currently working in the industry to be lecturers and tutors. Previous lecturers include Jonathan Kneebone, Matt Eastwood, Steve Back and David Nobay. 

http://www.awardschoolasia.com/

AWARD School Singapore - Brief 3

Client: Asics

Product: Asics Running Shoes

Media: Print Campaign

Single-minded proposition: Helps you run further.

—————————————————————————————————————

ABOUT AWARD SCHOOL

AWARD School is a special course run by the Australasian Writers and Art Directors Association for people who want to become copywriters or art directors in advertising. AWARD School is not so much about ads, as about ideas. The emphasis is on how to recognise a simple idea and then how to turn this into great advertising. 

It’s a course about ideas, creative thinking and the processes involved in coming up with great ideas and ultimately good ads.

It won’t teach you how to art direct or craft copy, it’s simply about helping you recognise good ideas, how to judge them and how to find inspiration for them.

The 16-week part time course runs once a year in Singapore. The course consists of a Monday evening lecture and Thursday evening tutorial. AWARD school invites some of the most talented creatives currently working in the industry to be lecturers and tutors. Previous lecturers include Jonathan Kneebone, Matt Eastwood, Steve Back and David Nobay. 

http://www.awardschoolasia.com/