February 2009 Archives

Supported by Bangkok University, and led by Chatpong Somthip, CD of Lowe Bangkok, AWARD School has selected 15 students for this year's course. AWARD School is anamazing opportunity for budding advertising art directors and copywriters in Asia and Australasia to learn from the industry’s finest.
“From over a hundred students, we are proud to announce, the brightest fifteen have been selected for AWARD School. Congratulations to them all. They have bright creative futures ahead of them,” said Somthip.
AWARD would like to thank the following agencies involved in tutoring and/or lecturing AWARD School this year. They include: BBDO Bangkok, Lowe Bangkok, Leo Burnett, Monday, Ogilvy & Mather Bangkok and Publicis Bangkok.  
AWARD School Bangkok start on Thursday, 2nd April and finishes Thursday 23rd July 2009.
The successful students are listed on the AWARD website.

David Droga, Founder and Creative Chairman of Droga5, will chair both the TV/Cinema, Print, Outdoor & Radio jury and the Integrated jury at the newly launched 3-day Spikes Asia Advertising Festival this year.
One of the most-awarded and inspirational creatives in present times, David is the man behind the celebrated UNICEF Tap project, the New York Department of Education’s Million project, the highly celebrated “Great Schlep” for Barack Obama and countless other internationally famous campaigns.
Having worked around the world, David’s previous roles include Worldwide Chief Creative Officer of the Publicis network, Executive Creative Director of Saatchi & Saatchi London, Regional Creative Director of Saatchi & Saatchi Asia, and in his earlier days Creative Director and Partner at OMON in Sydney.
David has been inducted into the American Advertising Federation Hall of Achievement and honoured with Lifetime achievement awards across the globe (including Campaign Brief). In 2006, David founded Droga5 in New York, which Creativity magazine then named “U.S. Agency of the Year” in 2007. To date, he is the only person to have won “Agency of the Year” in 4 separate countries.
David Droga commenting on his appointment said, “Although I only lived and worked in Asia for just over 2 years, it has had such a profound influence on my career to date. I feel so grateful to have had the opportunity and still look to the region for inspiration, motivation and unmitigated bravery.”
“We are privileged to have David onboard to chair at the re-launched Spikes,” said Terry Savage, Chairman of Cannes Lions who with Haymarket are joint organisers of the Festival. “Having worked in Asia, David has an in-depth knowledge and understanding of the region’s advertising and communications industry which will be a valuable asset when taking on this important role, the results of which will ultimately shape this territory which is clearly now a centre of creative excellence”, said Savage.
Delegate registration for Spikes Asia opens 23 April. Entries open 21 May and the entry deadline is 24 July. Spikes Asia will take place in Singapore from September 16-18th. See the website here.

Two of India's agency powerhouses, O&M and McCann Erickson, have confirmed their involvement in the Indian ad festival GoaFest. The story was reported today on afaqs!. The top Indian advertising website stated that Ogilvy, who were looking like not participating, and McCanns, who did not participate last year, had both agreed to participate.
afaqs! quotes O&M’s Piyush Pandey saying the decision to take part in the festival was an effort towards showing industry togetherness.
afaqs! also spoke with Prasoon Joshi, executive chairperson, McCann World Group India and regional creative director, McCann Asia Pacific, and he confirmed McCann's involvement.
GoaFest will take place April 2-4th and you can read more on this story on afaqs!.

Meet the man who helped put Obama's show on the road across 32 states, enroute to the White House.
Roger Fisk, Obama's National Director of Special Events, is coming to speak to Malaysia on March 2 at the PJ Hilton
During a time of economic downturn, organizations need improved ways to build brand loyalty through the
use of social networking and development of online communities. Learn how your organization or company can adopt the tactics of the Obama campaign to achieve success. The campaign was the most powerful marketing campaign in the history of US politics. Full details here.

Although announced internally two weeks ago the official press release has taken some time to get out but, as this is a significant creative appointment, here it is...

Eugene Cheong will take over the creative helm of Ogilvy & Mather Asia Pacific, as Creative President of the network region wide. Asia’s most lauded and awarded writer, Cheong was the Regional Head of Copy prior to this appointment, and worked closely with Tham Khai Meng, who recently became Worldwide Creative Director of the Ogilvy global network.
"I cannot think of a better person to helm our creative company in Asia Pacific. I have absolutely no doubt that Eugene will thrive in this new pivotal role. He is a creative's creative, people will want to follow him as they know that he has that innate talent to help them achieve super great things. He will continue to work closely with me to do transformational work for our biggest brands,” says Tham Khai Meng.
A member of the Ogilvy Worldwide Creative Council, Cheong joined Ogilvy & Mather in 1981 and worked in the network’s Singapore and London office for ten years.
In 1991, he left to work for Batey, and wrote ads for iconic Singapore Brands like Singapore Airlines, Raffles Hotel, Tiger Beer and Singapore Tourism Board. 1994 saw him becoming Creative Partner at the creative boutique, the Ball Partnership. A year later, he was made the agency’s Creative Director. In 1996, Cheong returned to Ogilvy & Mather as Head of Copy in the Singapore office.
In the 27 years that Cheong has spent in the industry, he has worked on the biggest brands in every product category: BMW, Guinness, American Express, Coca-Cola, Unilever, Kimberly-Clarke, Johnson & Johnson, Singtel, Microsoft, The Economist, to name but a few. He is also the man behind some of Singapore’s most awarded advertising like East Timor Tourism, Hospice Council and the God campaign.
Cheong has won over 300 international awards and is a frequently asked to judge international awards shows like D&AD, The One Show, Clio and Cannes. Neil French mischievously refers to Cheong as the world’s second best writer. Cheong has four fabulous children and reckons he can write a better speech than President Barack Obama.

An international exhibition of work selected from the D&AD Awards will open at the Advertising Museum Tokyo (ADMT) on 3 March 2009. D&AD: Creative Excellence in Advertising & Design will include work from some of the world’s most famous brands. A highlight of the show is ‘Uniqlock’ by Projector, Inc, the first Japanese company to win a Black Pencil; D&AD’s highest accolade.
The D&AD Awards recognise the most outstanding creativity in advertising and design from around the world each year.  Categories include copywriting, art direction, graphic design, environmental design, music videos, branding, and digital communication.  Nominees and winners from the 2008 awards will be showcased.  The exhibition will remain open until 4 April 2009.  Further information is available here.
A team from D&AD, including President Garrick Hamm & Acting Chief Executive Dara Lynch will visit Tokyo to hold seminars for marketers and students during the opening week of the exhibition:
3 March – Creativity Works, 15:00 – 17:00
How and why creative excellence leads to business success. Brands in the consumer savvy world today are able to achieve success through creativity.  Companies should find a ‘brand truth’ and then express this via an original idea and across a variety of applications.
Dara Lynch, D&AD Acting Chief Executive and Garrick Hamm, D&AD President and Creative Partner at international award-winning branding agency Williams Murray Hamm, will use examples from the D&AD Awards and Williams Murray Hamm.
4 March 2009 – D&AD Winners: Great Ideas, Brilliantly Executed, 15:00 – 17:00
Laura Woodroffe, D&AD Education Director and Joe Ferry, Head of Design at Virgin Atlantic will present inspirational work from both the D&AD Professional Awards and Student Awards, discuss what makes a 'good idea' and show you how to get your work notices. The seminar will be followed by a Q&A session. This seminar is for anyone studying or teaching adverting or design disciplines and new employees.

D&AD: Creative Excellence in Advertising & Design, 3 March – 4 April 2009
ADMT  Caretta Shiodome 1-8-2 Higashi-Shinbashi, Minato-ku, Tokyo 105-7090
Opening Hours:
Tuesday – Friday - 11:00 to 18:30 (last admission 18:00)
Saturday, holiday - 11:00 to 16:30 (last admission 16:00)
Closed Sunday and Monday (Sunday and Tuesday if Monday falls on a holiday)
*Admission free
Subway: JR Shimbashi Station; Shimbashi Station (Subway Ginza & Asakusa Line); Shiodome Station (Subway Oedo Line)

The final call for entries to the 50th Anniversary Clio Awards has gone out. Deadline in March 2nd and entry detalis can be found here.

Last week, a selection of top creatives from leading agencies across Malaysia judged the applications submitted for the 2009 AWARD School. Of these, 12 students will be going through the programme this year. Names of those accepted can be found on the AWARD School website.
"A craftsman is only as good as the materials he has to work with. In their search for brilliance, the AWARD School selection committee found some sparks. With some faith and fortitude, these sparks will one day shine as brightly as the stars who have graduated from AWARD School."  Ted Lim, ECD Naga DDB Malaysia.
Supported by the 4A’s, AWARD School offers an opportunity for budding advertising art directors and copywriters in Asia and Australasia to learn from the industry’s finest.
"The AWARD school  presents an excellent opportunity for the selected group to interact with, and test their ideas and craft with a number of the  industry's leading professionals.  We're hopeful. As in its last installment in Malaysia, and in the countries the AWARD school programme has been conducted - it has unearthed talent who will make an important contribution to the industry. While not everyone who applied was  selected, I would encourage those who did not make the cut  to try again next year. " Tony Savarimuthu, CEO McCann Worldgroup Malaysia.
AWARD and The 4A’s would like to thank the following agencies involved in tutoring and/or lecturing AWARD School this year. They include: ARC/Leo Burnett Advertising Sdn Bhd, Bates (Malaysia) Sdn Bhd, BBDO Malaysia, Dentsu Malaysia, J Walter Thompson,  Lowe & Partners Malaysia, McCann Erickson Malaysia, Naga DDB Malaysia, Ogilvy & Mather Malaysia, Publicis Mojo Malaysia, TBWA-ISC\Malaysia, Arachnid and Saatchi & Saatchi Malaysia.

The legendary Jeff Goodby, co-chairman, Goodby Silverstein & Partners, San Francisco, provides Campaign Brief Asia with the final day of exclusive diary installments from Final Judging of The ANDY Awards in Mexico. Campaign Brief Asia, Campaign Brief Australia/NZ, and Bestads are international media partners of the ANDY Awards, which undoubtedly has the world's hottest jury, chaired by Mark Waites, creative partner of Mother.




You hear that the ANDYs are special because they're the first major show to be judged every year. People say the results here will "set the tone" and somehow affect what's picked in all the other shows.
I don't think this is the case. I've been on those other juries, and we never cared a whit about what won earlier.
If anything, the later juries tried to avoid following the lead of the other shows.
There are indeed a couple things that make this show special, however.
First and by far the most important difference is the quality of the judges here. Looking the list over, a friend of mine in New York said, "If a bomb ever hit the judges' room, advertising would be fucked for years to come." While that might be a bit of an overstatement (Droga, who's not here, would simply declare a benevolent dictatorship and carry on), the talent in this place is truly ridiculous.
I learn a lot about the work from my own company when I hear it discussed -- and sometimes cruelly dismissed -- by this group. I said so to our chairman, Mark Waites from Mother, who said, "Yeah, it's strange to see a bunch of people who are used to getting their own way every day of their lives suddenly have to defer to other people's opinions."
Besides the judges, the other thing that makes the ANDYs special is the fact that this terrific group of judges is asked to adjudicate every single category in the show. At other shows, there are multiple juries, so you find the big names heading up juries of less seasoned characters.
Here, an all-star jury looks at all the work. It's a tougher crowd, for sure.
So where did it all come out?
Well you know I can't tell you. But I can mention my favorite things in the show: that Surfrider Foundaton campaign with the beach trash being sold in supermarket foam trays ("It's like the ocean is throwing our trash back in our faces," Prasoon Joshi said); a campaign that introduced a new Oasis album by having street musicians in New York play their songs even before the album came out; a moving TV spot from the Discovery Channel that celebrates, well, being on Earth ("Boombayatta Boombayatta"); Droga 5's cell phone incentive program in New York schools; a Mentos "Kiss Cam" on line.
They'll all do okay.
I can also mention some things that I thought were perhaps a bit overrated: Sarah Silverman's "Great Schlep" web film for Barack Obama; a singing dog for Volkswagen; a "Stop the cycle of violence" banner ad that you'll probably see more of in the shows this year.
They'll all do okay too.
In the larger sense, shows like the ANDYs are at a bit of a crossroads these days, I think.
They are strapped with an avalanche of work that doesn't really fit into the categories they've created (and thus certain work ends up winning in multiple categories and seeming better than it really is). Long form things don't really get the scrutiny they deserve - because they're just too, well, long. Good entry films can make okay work seem great, and bad entry films can waste a great campaign. And while there are fewer things that are out-and-out fakes, there are entries that push the boundaries of what "real work" means. An FM radio station campaign, for instance, featured ten very beautiful executions in expensive color illustration. You had to wonder how they'd ever have the money to run such things, though.
Beyond that, there was a wider discussion about the ultimate purposes of the work and whether what is essentially charity work (like "Million") should be compared to Burger King web experiences. Advertising people are always a tiny bit ashamed about whether we're really doing God's work, making us all a bit quick to glom onto campaigns that seem to have a higher calling. How do you keep everything on a level playing field? It will be a big question in years to come.
All in all, though, I think you'll like the show and hopefully find it inspiring, outrageous, and controversial.
And remember, as I tell my own people: If you could see the judging process, you'd be less elated about winning, and less deflated about losing.
Thanks for following this, if you did.

Kofi Annan, former Secretary General of the United Nations, President of the Global Humanitarian Forum and David Jones, Global CEO of Havas Worldwide, CEO of Euro RSCG Worldwide and co-founder of One Young World, hold a crisis debate hosted by Hervé de Clerck (pictured left), Dream Leader, ACT Responsible & Founder of AdForum, at the 56th Cannes International Advertising Festival on the human face of climate change and the role that only the creative community can play in changing Climate Change to Climate Justice.
In June 2008, ACT Responsible started working for Kofi Annan's Global Humanitarian Forum and together with David Jones (pictured right), created a dedicated communications team working for Kofi Annan to raise awareness of human consequences of climate change all over the world. Kofi Annan, working in close co-operation with all the major non-governmental organisations (NGOs) in the framework of the Global Campaign for Climate Action will call on the Cannes Lions worldwide audience to support this work.
"We hope to involve millions of people in a global movement for a fair resolution to the climate crisis" said Hervé de Clerck.
"This is vital because political leaders will stand up and act only if they feel there is strong public support" said Kofi Annan.
"The fundamental word is actually 'movement' rather than a 'campaign'. Because a campaign is something that you watch, whereas a movement is something that you join and are a part of" said David Jones.

JWT Mumbai has created an innovative hoarding for Berger Paints where a live painter appeared to be extending the blue of the sky on to the hoarding itself.
This was done by creating dramatic cut outs in the hoarding in the actual shape of the roller strokes. The 'live' billboard proved to be a traffic stopper.

Credits Client: Berger Paints. Creative Directors: Tista Sen, Nandita Chalam. Copywriter: Minal Phatak. Art Director: Minal Phatak. Fabricator: Alakh Publicity, Tushar Rechwad.

The legendary Jeff Goodby, co-chairman, Goodby Silverstein & Partners, San Francisco, provides Campaign Brief Asia with day 3 of exclusive diary installments from Final Judging of The ANDY Awards in Mexico.
Campaign Brief Asia, Campaign Brief Australia/NZ and www.bestadsontv.com are international media partners of the ANDY Awards, which undoubtedly has the world's hottest jury, chaired by Mark Waites, creative partner of Mother.





There are remarkable things that probably won’t win big at the ANDYS, and I’m not necessarily talking about your entry.
High on that list would have to be a GPS-based, mobile device tour of the graffiti of Lisbon.  With it, you are enabled to walk the streets of certain neighborhoods and read explications of significant taggings, with information about the artists and how their artworks were created. There is also an entry from a San Francisco artist who creates “reverse graffiti” by sandblasting through stencils placed against walls that carry years of grime. He decorated the inside of the Broadway tunnel (which runs underneath Russian Hill) using a forest motif that was quite striking. I’m sure such things would still be in the show if someone had thought to have them sponsored by, say, a laundry detergent.  But they didn’t, and thus the efforts will probably be lost down the drain of dead ANDYs work.
Enough.
We think we’re so smart.  We think we invented all this stuff yesterday. Consider this: If there was a Crispin Porter in 1880, it was Glasgow grocer Thomas J. Lipton.  To advertise the satisfying nature of his food, he hired skinny men through the streets, all walking toward his store and carrying signs that read, “Going to Lipton’s.” Simultaneously, he had fat men walking away from the store, carrying signs that said, “Coming back from Lipton’s.” He also had convex and concave mirrors inside the store that showed you skinny on the way in and fat on the way out.  This is no shit.  1880.
Back to Mexico:
*THAT AGAIN?  The recent “Halo” success taught us something that only occurred to me this afternoon:  Treat digitized games as emotional content and put heavy music on them.  It’s the trick de jour.  Xbox does that this year and the result does something I think modern media does at its best – it suggests the moving parts of a familiar form.  In this case, it’s a movie trailer, capturing the tragedy of soldiers in the face of war.  You can’t help but be moved. Oh, wait.  I forgot to mention, you should also put it in slow motion. The effect is stunning.  If Xbox doesn’t win this thing, it deserves a lot of study. I will encourage it among everyone I work with.
*LOOK! A CASTLE!  LOOK! A CASTLE!  ETC.  There is a campaign encouraging support for the study of Alzheimer’s that shows a crew of guys tricking older people by deftly changing their circumstances – swapping a parked car out on a poor old blue-haired woman, for instance, and watching what happens.
“They should have used real Alzheimer’s patients,” one of the judges pointed out. “Yeah,” someone else said, “but then they might not have noticed the car was any different. They wouldn't have had a spot because the lady might’ve just gotten in the car like it was no big deal and driven away.”
*EMBARRASSING ROMANIANS VS. VAPORIZING VALUED ACQUAINTANCES.  After many watchings, you realize that the Burger King “Whopper Virgins” idea is very much inferior to the thing that asks you to dump ten friends to get a Whopper.  The former had a great build-up, but never materialized.  The latter actually took advantage of a truth about the Internet:  You desperately want to get rid of some of those pesky Facebook friends, and you know you’re looking for the first lame excuse to do so.
*QUICK, COVER YOUR EYES!  I don’t want to like that Nike spot with Ladanian  Tomlinson and Troy Polamalu growing up only to smash into each other, but dammit, I love it every time.  The music is magnificent.
*HINT:  IT’S NOT JUST ME.  Is it just me, or is the Microsoft campaign a little too obviously WAY too worried about Apple? Three judges have reflected similarly.  It fails on account of this fear.
*COME ON, COULD THEY REALLY DO THAT?  If the youth of the world had as much time as these entries claim they have to participate in transparent wild goose chases, to vote between inane flavors of Dew, and to turn out for trumped-up parades about corn chip spicings, then we’re fucked as a society in very deep ways.
On that note, I’d like to plug a second book. I am not being paid. My ex-agency president, Colin Probert, who was the smartest guy in advertising for twenty-something years and no one knew it, has advised me to read Winston Fletcher’s Powers of Persuasion, a history of British advertising. Naturally, it WAY overestimates the importance of its topic vis-à-vis the American kind, but that’s just me. Read it anyway.   It’s provocative.
And it tells the following interesting story: After World War II, commercial radio was illegal in Britain. (You Commonwealthians may know this story.)  In the early sixties, however, a guy named Ronan O’Rahilly revived Radio Luxembourg, a company that hadn’t broadcast since the war.  He did this by beaming from a ship that was positioned just into international waters off the coast of Essex.  His programming appealed to a teen market and had a great name:  Radio Caroline. Poetically, he announced every day that the station was being broadcast “from a pirate ship.”  And he paid no royalties to the musicians whose work he played.
Sadly, he was put out of business by the British government in 1966.  But he was way ahead of his time, I say.
In fact, I’m taking a jet ski off the coast of San Francisco to scope out locations next week.  Stay tuned.

This ambient communication from Lowe & Partners Malaysia uses IKEA kitchen items that appear to shred, pare and slice their price tags indicating progressively lower prices.
Credits Client: IKEA Malaysia. Creative Director: Ng Heok Seong. Writer: Mohan Prabhakar. Art Director: Khor Kok Yang, Joseph Lee. Designer: Lim Ken Peng. Photography: Studio Pashe.

Six Singaporean based creatives have been invited to sit on juries this year at the Cannes International Advertising Festival. The announcement was made this week by MediaCorp, the official Singapore representative for the Cannes Lions.
The jurors are: Press: John Merrifield (TBWA \ Asia Pacific), Outdoor: Victor Ng (Euro RSCG Singapore - pictured left), Cyber: Benjy Choo (Kilo Studio), Direct: Farrokh Madon (McCann Erickson Singapore), Design: Ali Shabaz (JWT Singapore), and PR: Jimmy Tay (Hill & Knowlton).
From 21 to 27 June 2009, the Cannes Lions International Advertising Festival will play host to more than 10,000 registered delegates from 94 countries and around 12,000 visitors from the advertising and allied industries. A unique programme of high-profile seminars, workshops and keynote speakers are also presented by some of the biggest names in the industry. For more information on the Festival visit www.canneslions.com
  

Meridian Bangalore has created a new print campaign for lessplasticmorelife.org - which promotes less usage of plastic bags in our life. You can check out the website here.
Credits Client: lessplasticmorelife.org. Creative Directors: N. Ramesh, Vinod Lal Heera Eshwer. Copywriter: Vinod Lal Heera Eshwer. Art directors: Ramesh. N., Prabha. Photographer: Senthil.

The legendary Jeff Goodby, Co-Chairman, Goodby Silverstein & Partners, San Francisco, is providing Campaign Brief Asia with exclusive diary installments from Final Judging of The ANDY Awards in Mexico over the next few days. Campaign Brief Asia, Campaign Brief Australia/NZ and www.bestadsontv.com are international media partners of the ANDY Awards, which undoubtedly has the world's hottest jury, chaired by Mark Waites, creative partner of Mother.




People think judging shows like this must elicit petty competition on the part of the judges, but in my experience that's hardly ever the case.
Yeah, you get a judge now and then who gets close to a gold for himself or her agency and perhaps speaks inappropriately, but that's very rare.  Instead, what I've seen - honestly - is a widespread belief that judging is more like curating a series of snapshots of what we're proud of as an industry at this point in time.
It's almost like who did the work is less important than showing the right stuff.
This group seems to be operating very much in that spirit. This is partly, I think, because our chairman Mark Waites comes from an agency so integrally associated with doing the right thing in beautiful, unexpected ways. It's also because we don't want all of you ragging on us later on about what wins.
We saw the cutdown print, TV, and Internet categories today and there is some very admirable stuff.  I don't like to point up a charity piece as my favorite thing this early, but I'm afraid that's what's happening. There's a terrific campaign for the Surfrider Foundation that gathers together actual trash from famous beaches, then packages it in foam trays and shrink wraps it like grocery store display food.  They sell this "catch of the day" as a fundraiser in places where real food is sold.  They also display it in print ads, posters, and on the web, where they auction the stuff off like eBay.  The effect is startling - and moving. (See two of the ads here and here.)

Other thoughts today:
*DOES IT REALLY HAVE TO DO THAT?  There are a lot of campaigns with interesting surfaces that turn out to have nothing to do with the advertiser or their product. Honda, for instance, is represented by a stunt in which those warning bumps on the highway are made to play music - but it's not Honda music or even anything remotely connected to Honda.  An HSBC spot shows an Indian cop charmingly directing traffic and helping people in time to an aria from "The Marriage of Figaro," but again, it has little or nothing to do with the advertiser. I guess this has always happened, when you think about it. Why am I surprised?
*IT WOULDN'T MAKE MY MOM BUY CREST, HOWEVER.  The Crest campaign that illustrates that you can say almost anything with a great smile (bulldozer guy wrecks the kids' playground to put up a power plant, guy tells his girlfriend they both have head lice, etc.) is hilarious, if a bit lengthy.  One wonders how long it actually ran.
*THE KIND OF BUSINESS IDEA THAT OCCURS TO YOU HERE.  I think I will create a bank of ready-made video cards, to be used for a small fee when making entry films.  They will say things like:  "Our site crashed twice in the first day" and "The response was tremendous" and "We had over a million unique visitors."  You can't imagine how many of those there are.
*INGENIOUS IF YOU DO IT, WRONG IF OTHERS DO.  People are entering commercials that happen to feature athletes in a category entitled "Best Use of Celebrity."  Shit, my own agency did it, with the split screen campaign we did for the NBA.  Lots of Nike spots entered this way.  Does this sound right to you?  Not sure.
*THE CHAIRMAN ON THE TIVO.  Mark Waites opined that this is curiously the only media business that has had a box invented explicitly to thwart its noxious existence.

Finally, beach reading (which I am now doing little of) has uncovered Lewis Hyde's amazing book, The Gift, a study of how creativity is absolutely dependent upon a spirit of graciousness and generosity, and is suppressed by anxious jealousy and ownership issues. This was a stance beautifully championed by the elegant Saatchi man, Paul Arden, who wrote: "Somehow the more you give away, the more comes back to you.  Ideas are open knowledge. Don't claim ownership. They're not your ideas anyway, they're someone else's. They are out there floating on the ether.  You just have to put yourself in a frame of mind to pick them up."
Or as Bob Dylan once said:  "I didn't write those songs. I just wrote them down."

During blood donation, a donor presses a soft ball repeatedly to hasten the supply of blood. Leo Burnett New Delhi replaced the commonly used soft ball with one that is shaped like a heart. Pressing the heart soft ball resembles the pumping action of an actual human heart. Making the donor realise that every drop of blood he gives, helps save a life.
Credits Client; Rotary Blood Bank. Creative Directors: Sainath Saraban, K.V. Sridhar. Copywriter: Abhijat Bharadwaj.
Art Director: Dalip Singh.

The legendary Jeff Goodby, Co-Chairman, Goodby Silverstein & Partners, San Francisco, is providing Campaign Brief Asia with exclusive diary installments from Final Judging of The ANDY Awards in Mexico over the next few days.

East of San Francisco, there is a garbage dump so big you can see it from the moon.  It is rivaled tonight, however, by the first round of ANDYS work.
“It’s like they just passed everything through,” one of the judges says.  “Wasn’t there a cut down?”
It is a platitude to say that the entry films all sound the same.  First, make a tired, banal idea seem brilliant and new.  Then claim unheard-of results (“over 12,000 quality visits!”).  Worked up, Gerry Graf suggests that we do an entry video parody that makes “the TV commercial” sound like new ground.
“After much research,” he imagined the VO saying, “we located an amazing box that actually records moving pictures.  Then we had people MAKE BELIEVE THEY WERE A FAMILY AND INTERACT WITH THE PRODUCT!  Millions tuned in to watch the result…”
As if on cue, the next entry we watched was a film that made recycling sound like it had just been brilliantly invented last week.
Some other thoughts:
*Make sure your entry video is engaging to the judges in the first 15 seconds or else.
*Droga 5’s “Million” video is the best entry film ever produced.  If you haven’t seen it, it’s a seminar on entries in the modern award show age. It includes animation, interviews with city officials, even Esquire editor David Granger calling the idea “genius.”  (see the idea on the Droga5 website in the case studies section).
*There are too many interactive entries that involve wild goose chases to find obscure things on the basis of dubious hints.  One cannot imagine cityloads of people having this much time.
*Arnold’s Pete Favat is wearing a T-shirt from the Massachusetts State Police’s Underwater Rescue Unit.  It seems somehow fitting.
*There is a “Non-Internet Interactive” category.  This is no shit.
*Things that were a hit, I think:  a Discovery Channel spot about the diversity and allure of the world, Adidas’s ubiquitous Beijing Olympic print which so beautifully captures China’s unique collective attitude toward their athletes, Coke’s parade balloons, maybe some ESPN.  I’ll know more when I see what makes it through this first round. 
See you tomorrow.

Campaign Brief Asia, Campaign Brief Australia/NZ and www.bestadsontv.com are international media partners of the ANDY Awards, which undoubtedly has the world's hottest jury, chaired by Mark Waites, creative partner of Mother. 

AdFest Academy will be a unique forum at AdFest for young creatives to learn first-hand from the world's top advertising gurus. Delegates who sign up for the AdFest Academy will gain exclusive access to lectures by some of the industry's most successful creative executives. They will also have the chance to showcase their portfolio to AdFest jury members – an invaluable opportunity to receive one-on-one career advice.
"Any young creative would give their right arm and leg to present their portfolios to leading global creatives. Now, thanks to AdFest Academy they can. AdFest is committed to fostering young talent in the Asia Pacific region, and this is a rare opportunity for ambitious young creatives to learn from the world's brightest minds," says Jimmy Lam, President of AdFest.
The AdFest Academy will take place over two days on Thursday 19 and Friday 20 March. In the Lecture session from 11am to 1pm of each day, delegates will listen to three 30-minute lectures by Nick Souter, Resident Lecturer, and two jury members. Tomaz Mok, (pictured) Chief Creative Officer at McCann Erickson China, will be the Principal of the Academy.
In the Portfolio Review session (14:30-16:30), young creatives will get the chance to showcase their portfolios and hear their advice on how they could improve their work. To be eligible to attend you must be a registered delegate and you must be aged under 30. Only 60 young creatives will be accepted and there is no extra cost to delegates.
Registered delegates will receive an email invitation inviting them to register for AdFest Academy.  If eligible (under 30), delegates can apply online.

Ten new members have been elected to two-year terms on the board of directors for The One Club, the New York based non-profit organization dedicated to promoting excellence in advertising and design. New board members who will guide the direction of the organization include David Lubars, chairman and chief creative officer of BBDO North America; Andy Azula, senior vice president/creative director of The Martin Agency in Richmond, VA; and David Droga, (pictured) founder and creative chairman of Droga5.
 In addition to David Baldwin (Chairman), re-elected board members are Arthur Bijur; Kara Goodrich, BBDO; José Mollá, la comunidad; Kevin Roddy, Bartle Bogle Hegarty and Steve Sandstrom, Sandstrom Partners.
The ten new members of The One Club’s board of directors are:
Andy Azula                  The Martin Agency, Richmond
Roger Camp               Publicis & Hal Riney, San Francisco
Glenn Cole                  72and Sunny, El Segundo
David Droga                Droga5, New York
Linus Karlsson            Mother, New York
Nick Law                     R/GA, New York
David Lubars               BBDO, New York
Ari Merkin                   Toy, New York
Steve Mykolyn            Taxi, Toronto
Nancy Vonk                Ogilvy & Mather, Toronto
“We are delighted to announce the ten new members of The One Club’s board of directors who are some of the advertising industry’s most accomplished and respected leaders,” said Mary Warlick, CEO of The One Club.  “Their guidance is especially important given our organization’s expanding roster of activities, special events, competitions, conferences and educational programs worldwide.”
The One Show, which honors advertising’s best work in print, radio and television will take place May 6 at Jazz at Lincoln Center. One Show Design will take place on May 4th  at the IAC building in downtown New York and One Show Interactive will conclude the festival week on May 8th at Terminal 5.
Last year, The One Club’s new projects included the completion of a live-action feature documentary titled “Art & Copy” directed by Doug Pray that recently premiered at the Sundance Film Festival; its first Los Angeles-based “One Show Entertainment Awards”  recognizing outstanding creative achievements by brands in the realm of entertainment including judges Matthew Weiner (“Mad Men”) and Brett Ratner (director of “X-Men: The Last Stand”); and an ambitious journey to Shanghai in which prominent international advertising professionals conducted workshops with university students from throughout China.

In order to ensure that all agencies have the opportunity to submit their work in the 50th Anniversary CLIO Awards, the organisers have extended the deadline for all eligible entries until Monday, March 2nd. See the Clio website for more details.
This year's Clio Festival has moved from Miami to the Hard Rock Hotel & Casino in Las Vegas. Five separate award shows will be held over the three day festival from May 12-14. Jury chairman include Rob Reilly (Crispin Porter + Bogusky), Mark Tutssel (Leo Burnett) and Marcello Serpa (Almap BBDO).

With just a month to go before this year's Asia Pacific Advertising Festival, AdFest has announced several significant changes to this year's line-up to ensure this year's event is more relevant and successful than ever.
AdFest will be unveiling its new theme, 'Made In Asia', (ironically a theme created for them by M&C Saatchi Sydney) to celebrate the festival's heritage as the original Asia Pacific advertising festival.
More than 50 creatives will join the judging panels, representing 27 agencies from 19 cities. Sir John Hegarty (above left), chairman and worldwide creative director of BBH and Mark Tutssel (below left), worldwide creative director of Leo Burnett, head the list of jury presidents.
AdFest will also introduce a new Award, called 'Lotus Roots', which is designed to celebrate local culture in a globalised world. All AdFest finalists will automatically be eligible to win this new award, which is open free of charge to agencies.
For the first time, AdFest will also host the ADFEST ACADEMY, a two-day forum for young creatives. On March 19-20, a series of short 30-minute lectures are designed to give young creatives access to the world's top creative executives, and are open at no extra cost to all AdFest delegates aged under 30. However, with only 60 tickets available, it is open on a first come, first served basis. Register at www.adfest.com to receive your invitation.
Jury Presidents will be responsible for overseeing 14 Lotus Awards categories. These include:
FILM LOTUS & RADIO LOTUS: Sir John Hegarty, Chairman & Worldwide Creative Director at BBH in London.
PRESS LOTUS & POSTER LOTUS: Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide, Chicago.
OUTDOOR LOTUS: Suthisak Sucharittanonta, Chief Creative Officer, BBDO Bangkok.
DIRECT LOTUS: Selina Ang, Executive Director, OgilvyOne Worldwide, Kuala Lumpur.
DESIGN LOTUS & PRINT CRAFT LOTUS: Vince Frost, Creative Director and CEO at Frost Design in Sydney.
FILM CRAFT LOTUS & NEW DIRECTOR LOTUS: Prasoon Pandey, Director of Corcoise Films, Mumbai.
CYBER: Koshi Uchiyama, CD at GT Inc and (suit)men entertainment, Tokyo
AdFest 2009 takes place in Pattaya, Thailand on 19-21 March. To register, visit the AdFest website.

AWARD School, Australasia’s foremost creative course, has released the names of its accepted applicants across Singapore.
Last week, a selection of top creatives from leading agencies across Singapore judged over 40 applications submitted for the 2009 AWARD School. Of these, 27 excited students will be going through the programme this year. Names can be viewed here.
Led by AWARD Committee Executive, Jagdish Ramakrishnan, ECD of BBDO Singapore, AWARD School offers an amazing opportunity for budding advertising art directors and copywriters in Australasia to learn from the industry’s finest.
“My congratulations to all the successful applicants. The standard of entries this year was high and the competition, tough. We were impressed with the enthusiasm and hunger literally oozing from the pages. This promises to be a successful year and I’m confident that we’re going to see many of the graduates go on to achieve great things,” said Ramakrishnan.
Applications for Kuala Lumpur and Bangkok have closed and results will be released late this week.
Diary dates
•    AWARD School Singapore start and finish dates: Monday, 30th March - Thursday 23rd July 2009.
To register your interest and for further information please visit the AWARD School website.

Peter Moss is set to return to Asia as one of Ogilvy’s several Regional Creative Directors, working once again in Singapore. He will engage on accounts such as Diageo, The Economic Development Board and Unilever amongst others. Working closely with Todd McCracken, ECD, Ogilvy & Mather, Singapore, Moss will lead a range of creative relationships, producing ground breaking work and inspiring teams around him.
Moss has spent over 10 years already with the agency in Asia, both in Hong Kong and Singapore, and was Executive Creative Director of OgilvyOne Singapore, prior to moving to Ogilvy & Mather New York as Creative Group Head, 18 months ago. He was one of the founding members of the OgilvyOne Digital Innovation Lab, and has led creative teams across direct, advertising and digital disciplines.
It is interesting to note that whilst at New York, Peter was responsible for leading an advertising team that deliberately built cross fertilization across both the advertising and digital platforms for clients, fusing creative uniformity across both. As Chris Riley, Managing Director, OgilvyOne Worldwide Singapore says, “Pete Moss returns to Ogilvy in Singapore at a time when digital is having a greater impact on all brand communication plans. I’ve personally worked with him, in Hong Kong and Singapore and can confidently predict that he will have a huge impact on the work, clients and staff. “

BBH Asia Pacific has rolled out a new global creative campaign – this time fresh work conceived for the Levi’s 501 jean. This will be the second global campaign created by BBH Asia Pacific in the recent past, following the Chupa Chups work for Perfetti Van Melle that launched late last year.
As the next phase to the successful global ‘Live Unbuttoned’ campaign that launched in 2008, this integrated campaign is cheekily titled: “WHO DO YOU WANT TO UNBUTTON?”
The creative work, consisting of print and outdoor ads, in store point-of-sale materials and retail window display, is set to rollout first across Asia, followed by Latin America, over the next two months.
The visuals were shot in New York City by legendary, award-winning photographer, Mark Seliger. Seliger and is best known for his work as chief photographer for the Rolling Stone magazine - having shot over 100 covers for the title. He is currently on contract for Conde Naste Publications and regularly shoots for GQ, Vanity Fair and Italian Vogue
Said BBH Asia’s Regional Executive Creative Director Steve Elrick:  “Mark is one of these guys who is on every Agency’s wish list and his books are drooled over in every Agency library. His reputation for capturing beautifully open and realistic portraits through his time at Rolling Stone made him the perfect guy for this project. Good news for us - both he and Levi’s agreed. The team were ecstatic”.
“With this campaign, we are taking the 501 re-launch to another level by pushing the limits of self-expression and challenging our consumers to embrace the uninhabited spirit of the iconic 501 jeans. We hope this encourages some form of emotional revelation from our consumers and throws away the restraints on expression,” said Agnes Tann, Strategic Brand Planning Director for the Levi’s brand, Asia Pacific Division.
CREDITS
ECD: Steve Elrick
Creative Director: Todd Waldron
Copywriters: Todd Waldron/ Douglas Hamilton
Art Directors: Hoon Pin Kek/ Scott McClelland
Account Team: Frances Great/ Eugenie Yeo/ Lesley-Anne John
Account Planner: Gwen Raillard
Agency Producer: Rebecca So/ Michelle Tan
Print Production: Asmanic Yang

ADFEST has revealed the identities of this year's Fabulous Four, who have been selected from 53 entries from around the Asia Pacific region.
The four directors will now go on to create four short films, which will premiere at ADFEST on 19-21 March 2009.
The four Fabulous Four finalists are:
Brian Lucknasuwan, Big Blue Production, Bangkok                   
Short Film Title: 'I'm Made in Asia'
Nitiz Wongthed, The Bandits, Bangkok                   
Short Film Title: 'The Right Hand'
Sam Bryant, Luscious International, Sydney                     
Short Film Title: 'GPS'
Yuji Shiota, HAT Inc, Tokyo                         
Short Film Title: 'Sara'

All four finalists were tasked with creating entertaining and engaging scripts based on the theme, 'MADE IN ASIA'.
Last year, the first-ever Fabulous Four competition received 14 excellent script submissions.  In only its 2nd year, 53 scripts were submitted by New Directors from 22 cities – an impressive increase on last year's total entries.
The 7 jurists – including Jury President Prasoon Pandey, director at Corcoise Films – on the Film Craft & New Director panel voted independently for their four favorite scripts, with the identities of the directors and their origins kept anonymous to all jury members. The top 4 directors, now more affectionately known as the "Fabulous Four", will now show and discuss their 3-5 minute short films to delegates at this year's ADFEST in March.
In addition to screening their films to the region's top creatives at ADFEST, the Fabulous Four films will go on to compete at Europe Young Directors Award, one of the most prestigious events for launching upcoming directors in the world.
ADFEST will enter the Fabulous Four short films into Europe Young Directors Award at no additional cost to their production companies.
To watch this year's Fabulous Four finalists, register for ADFEST, which takes place in Pattaya, Thailand on 19-21 March.