I have been talking a lot about different advertising companies in China and I have put together a few lists, but I haven’t really shown any of the work or introduced any of the staff. So, today I would like to show you some of the creative advertising from China and, at the end, show you a video from Thoughtful China about creative advertising from China.
Creative Advertising from China
The first one we will look at is by Shanghai’s Guangyin Yoga Club (光胤瑜伽). They wanted to increase their membership by 300 but they had a very limited budget. What did they come up with? Man inside a box. They spent $74 and increased their membership by 682 new members. The video below provides more information.
This was a very creative form of advertising and also very effective for such a small budget.
The next ad is from JWT, Shanghai and it is for a tooth paste. The campaign is called Maxam: Civilization, Egypt and it shows a large tooth being settled by germs. The slogan is “Don’t let germs settle down.” This is very effective print because it draws the viewer in and engages the audience.
The last advertisement we will look at is from BBH China and the product is Mentos. The ad is about two college students competing to see who is better. The ad uses humor to engage the audience and it creates a story that can be used in future advertising campaigns. Check out the ad below.
Creative Advertising from China is Evolving
China often gets a lot of flak for not being creative, but as more money and talent pours into marketing and advertising, we can expect to see more great content from China. Ogilvy & Mather and similar companies are actively recruiting top talent to the Chinese market.
With increased focus on China, we can expect more creativity to follow. Also, many companies seem to be willing to try more experimental advertising in China due to the difficulties of traditional media and the effectiveness of social and unconventional media.
Thoughtful China Video – Creative Advertising From China
In this video (49:15) Thoughtful China sits down with three Executive Creative Directors and talks with them about creative advertising from China. The video is a little long but if you have the time it is very interesting. I thought it was insightful to hear from some of the major “Madmen” in China.
The three directors are:
- Fan Ng – Fan Ng is the ECD at Saatchi & Saatchi, Shanghai and he is one of the most awarded ECDs in China with over 20 years’ experience, Fan currently leads the creative team for all accounts including Kraft, Pernod Ricard, General Mills and Citroen at Saatchi & Saatchi, Shanghai. Before that, he was exec creative director for P&G brands at the Publicis Groupe agency’s office in Guangzhou. Before that, he held a variety of creative roles with Ogilvy & Mather China. Fan has been awarded at major advertising festivals, including Cannes Lions, Effies, and Spikes Asia. – Source Thoughtful China
- Sheung Yan “Mayan” Lo – Mayan has come a long way, joining China’s advertising industry in 1996 with JWT, eventually becoming its Chairman, Asia Pacific Creative Council in 2013. Along the way he helped JWT garner many prestigious regional and global advertising awards. JWT Asia Pacific was named “Network Agency of the Year” by AdFest in 2008. JWT Asia Pacific repeated this feat when it was named “Network Agency of the Year” by both Media Spikes and AdFest in 2009. JWT Shanghai, meanwhile, was named “Agency of the Year” in 2009 by Adfest, and “Agency of the Year” by Campaign Asia in 2011. Source JWT
- Kevin Lee – Kevin Lee is the ECD at Leagas Delaney, Shanghai and he joined Leagas Delaney in May 2011, before which he was exec creative director at Ogilvy & Mather in Shanghai and Guangzhou. He also worked at JWT, Grey, BBDO and Bates, and has served as a judge at D&AD, Young Guns, One Show Young Creative Award, London International, New York Art Director Club, AdFest, Adstar and China 4As. Source Thoughtful China