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SUB CATEGORY :
BEST USE OF TYPOGRAPHY
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COMPANY ENTERING :
SERVICEPLAN CHINA, BEIJING
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TITLE :
SEEK YOUR WAY CAMPAIGN
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BRAND :
PORTFOLIO NIGHT
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ADVERTISER :
THE ONE CLUB GREAT CHINA OFFICE
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AGENCY :
SERVICEPLAN CHINA, BEIJING
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MANAGING DIRECTOR :
MARCUS MA
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CHIEF CREATIVE OFFICER :
KIN CHONG
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EXECUTIVE CREATIVE DIRECTOR :
ADAMS HO
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CREATIVE DIRECTOR :
LOCKSIN CHONG
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GROUP HEAD-ART :
SIEW KOON TONG
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COPYWRITER :
ZORO ZHOU
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SENIOR ART DIRECTOR :
NAN ZHU
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ENGLISH CONTEXT EXPLANATION :
THE BIGGEST HURDLES FOR YOUNG CREATIVES IN CAREER BUILDING IS FINDING WAYS TO SHOW THEIR TALENTS TO THE TOP CREATIVES. PORTFOLIO NIGHT IS THE PERFECT PLATFORM OFFERING GUIDANCE AND MENTORING. “SEEK YOUR WAY” CAMPAIGN HIGHLIGHTS THE IMPORTANT BENEFIT BY USING THE COMPLEXITY OF CHINESE CHARACTERS AS METAPHOR: FORMED BY STROKES AND RADICALS BUT CHARACTERS WITH OPPOSITE MEANINGS CAN SHARE THE SAME RADICAL-ELEMENT. THIS UNIQUE INSIGHT IS BEST TO RESONATE TALENT’S CONFUSION. TAKE HOMOPHONE AS AN EXAMPLE (IMAGINE HE WERE THE RADICAL FOR “HERE”/“HEAR”), EACH OF THREE POSTERS SHOWS A DESIGNED CHINESE CHARACTER COMBINED WITH TWO CHARACTERS THAT ARE ANTONYM BUT SHARE THE SAME RADICAL. ONE MIGHT SEE THE CHARACTER ABOUT ENCOURAGEMENT/DISSUASION, PORTFOLIO NIGHT PERHAPS IS THE BEST PLACE FOR GUIDANCE. THE FIRST TWO CHINESE CHARACTERS FOR SIGN-OFF ARE A DOUBLE ENTENDRE: “TALENTS”/ “IN WHAT WAY,” PERFECTLY HIGHLIGHT THE PURPOSE OF THE EVENT: “IN WHAT WAY (YOUR) TALENTS CAN BE SPOTTED?”
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