SUB CATEGORY :

TYPOGRAPHY

COMPANY ENTERING :

SERVICEPLAN CHINA, BEIJING

TITLE :

SEEK YOUR WAY CAMPAIGN

BRAND :

PORTFOLIO NIGHT

ADVERTISER :

THE ONE CLUB GREAT CHINA OFFICE

AGENCY :

SERVICEPLAN CHINA, BEIJING

MANAGING DIRECTOR :

MARCUS MA

CHIEF CREATIVE OFFICER :

KIN CHONG

EXECUTIVE CREATIVE DIRECTOR :

ADAMS HO

CREATIVE DIRECTOR :

LOCKSIN CHONG

GROUP HEAD-ART :

SIEW KOON TONG

COPYWRITER :

ZORO ZHOU

SENIOR ART DIRECTOR :

NAN ZHU

BACKGROUND OVERVIEW :

/ OBJECTIVE / PROMOTING THE BENEFITS OF PORTFOLIO NIGHT: AN EVENT OFFERING FACE-TO-FACE GUIDANCE AND A DOOR OF OPPORTUNITY TO RISING YOUNG CREATIVES.
/ CHALLENGE / WHEN IT COMES TO SEEKING OPPORTUNITY FOR CAREER, YOUNG CREATIVES ARE OFTEN LACKING GUIDANCE AND MENTORING. HOW CAN WE COMMUNICATE TO TALENTS THAT PORTFOLIO NIGHT IS THE OCCASION TO SEEK FOR FUTURE?
/ IDEA / USING THE COMPLEXITY OF CHINESE CHARACTERS AS METAPHOR: CHARACTERS WITH SAME RADICAL BUT OPPOSITE IN MEANINGS –
TO RESONATE TALENT’S CONFUSION. WE REDESIGNED A SERIES OF WHOLE-NEW-BLENDED CHARACTERS BY COMBINING TWO OPPOSITE-MEANING WORDS. WHEN YOUNG TALENTS MIGHT SEE ONLY ONE SIDE OF THE WORD “BE-DISSUADED". PORTFOLIO NIGHT ENABLES TO DIRECT A RIGHT WAY AND TO PROVIDE A DOOR OF FUTURE. THE FIRST TWO CHINESE CHARACTERS FOR SIGN-OFF ARE A DOUBLE ENTENDRE: “TALENTS” AND “IN WHAT WAY,” – TO HIGHLIGHT THE EVENT PURPOSE:" IN WHAT WAY TALENTS CAN BE SPOTTED?”
/ RESULTS / 39 KNOWN CDS, ECDS AND CCOS IN CHINA ATTENDED TO MENTOR. 400 SCHOOLS PARTICIPATED. 200 TICKETS SOLD. 7000 PEOPLE REACHED VIA HUNDREDS OF ONE SHOW’S SOCIAL MEDIA COMMUNITIES. 100K ONLINE IMPRESSIONS ONLY IN TWO MONTHS. TWO LOCAL TALENTS WERE SELECTED FOR ALL STAR GAME IN NY.