Themed this year as “The Untapped Asian Goldmine”, executive creative director Farrokh Madon of McCann Erickson Singapore explains, despite Asia having one of the oldest cultures in the world, one seldom sees Asian insights at the heart of advertising campaigns in Asia.
The campaign uses a black taxicab with a provocative question plastered on its sides and sent sets of fortune sticks used in Chinese temples sent out as direct mail. Madon highlighted that even when there were queues of people in the taxi stands during peak hours, most people did not approach the cab because of the “bad omen” it presented.
The CEO Power Breakfast is held on 14 October at Shangri-La Hotel in Singapore.
Credits:
Project Asian Culture
Client Institute of Advertising Singapore
Creative agency McCann Erickson, Singapore
Executive creative director Farrokh Madon
Copywriter Colin Koh
Art director Liong Khoon Kiat
Media partner Moove Media
Photographer Jeremy Wong, Nemesis
Exposure Outdoor, director marketing
The campaign uses a black taxicab with a provocative question plastered on its sides and sent sets of fortune sticks used in Chinese temples sent out as direct mail. Madon highlighted that even when there were queues of people in the taxi stands during peak hours, most people did not approach the cab because of the “bad omen” it presented.
The CEO Power Breakfast is held on 14 October at Shangri-La Hotel in Singapore.
Credits:
Project Asian Culture
Client Institute of Advertising Singapore
Creative agency McCann Erickson, Singapore
Executive creative director Farrokh Madon
Copywriter Colin Koh
Art director Liong Khoon Kiat
Media partner Moove Media
Photographer Jeremy Wong, Nemesis
Exposure Outdoor, director marketing
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