Great campaign; but my guess is that the delivery guy hated it. Seeing the mouse icon traveling around Shanghai on the backs of unfortunate couriers generates buzz and pushes the point that you can indeed track DHL packages anywhere.
ii. Above the Line
Great eye catching print ad; good use of Chinese charecters as well – it would be difficult to execute the same ad in English.
Brilliance’s “Dragon” ad reflects a lot of domestic advertising; fantastic graphics of mythical creatures taken from fiction books, games, or movies with some product integration.
Excellent use of Chinese characters to show deforestation. Notice that the “tree charecter” (3rd from left) is repeated twice to show “woods”, and 3 times to show “forest”. By working backwards from the forest to the single tree charecter this ad makes great use of the Chinese language to make its point clear.
These ads are great – they break all cultural communication boundaries, are clear, and simply, and the message is universally apparent. Out of this set, only this first “bowl” picture is closest to being “Chinese” as it features the Chinese soup spoon; but regardless, the message needs no Chinese cultural attributes to tap the universal need to clean up a mess.
I can’t help but think as I watch this: is the “Kung Fu = Catchall Asian Branding Theme” getting a bit tired? Still fun to watch though, but quickly slips from the mind as the brain files it along with all other brands using kung fu as their communication theme (see similar KFC ad posted today).
Some pretty dark stuff here – a big divergence from the typical “happy family” Chinese ad – but then that’s probably what the COADV was going for. I think an international audience could handle this type of thing, but I wonder how the typical Chinese would react to getting a direct mailing of a woman getting beaten to death?
This campaign perfectly reflects the hopes and dreams of the Chinese; and how the Olympics have come to symbolize China’s re-affirmation of their status worldwide. It represents the the dreams of the nation to be on the top once again.
Sweden-based Tetra Pak, a worldwide food processing and packaging provider wanted to significantly differentiate itself from the growing international competition in China. Since Tetra Pak was a B2B packaging provider, it really had very little connection with the end user.