GOODS OF DESIRE

 

Intro

The Hong Kong client, known for its edgy products that combined traditional Chinese

cues with very mischievous, irreverent and suggestive touches, asked for a pitch for ads.

It was for a range of lifestyle products inspired

by Chinese weddings.

 

Challenge

We had to be edgy yet traditionally Chinese. 

 

Solution

We crafted scenarios that spoofed traditional Chinese sayings. We took Chinese paper-cut art and gave it unexpected twists. For instance, a simple scene depicting a wedding was turned into something that was simply unthinkable in a traditional Chinese cultural context – people exploring their sexuality with a friend. During that friend’s wedding. 

 

 

Advertising Agency: The Idea Lab, Singapore

Chief Creative Officer: Vince Kwan

Executive Creative Director: Vince Kwan

Creative Director: Liang Tan

Art Director: cj Loo

Copywriter: Keat Houng

Group Account Director: Gabriel Wang

Account Director: Emily Benjamin

Account Supervisor: Kevin

Illustrator: cj Loo