For adobo magazine’s TRENDS issue, Tan Chee Keong reviews Globe’s #CreateCourage, McDonald’s The Boy Who Loves to Study, and more.
Recently named Asia’s seventh most awarded creative director by Campaign Brief Asia, CK is now chief creative officer at Amber China. At BBDO, he led his passionate team to third place in 2013 over the course of seven months and Agency of the Year a year after at Malaysia’s Kancil Advertising Awards. They won Best of Show for both years as well. In 2015, he won Malaysia’s 1st Grand LIA Award while BBDO was named Malaysia’s most awarded agency by Gunn Report and Directory Big Won Report.
THE WORK | CREATIVE REVIEW
Words by Tan Chee Keong
For adobo magazine’s TRENDS issue, Amber China chief creative officer Chee Keong “CK” Tan reviews Globe’s #CreateCourage, McDonald’s The Boy Who Loves to Study, and more.
CK was recently named Asia’s seventh most awarded creative director by Campaign Brief Asia. At BBDO, he led his passionate team to third place in 2013 over the course of seven months and Agency of the Year a year after at Malaysia’s Kancil Advertising Awards. They won Best of Show for both years as well. In 2015, he won Malaysia’s 1st Grand LIA Award while BBDO was named Malaysia’s most awarded agency by Gunn Report and Directory Big Won Report.
Title: #CreateCourage
Agency: Publicis JimenezBasic
Client: Globe Telecom
A very different, warm approach to promoting a movie. But I question whether this would actually make people jump out of their sofas and buy tickets. The link between the story and the movie is tenuous at best. So while a lot of effort has gone into this commercial, it didn’t tug on my heart strings, I’m afraid.
Title: The Boy Who Loves to Study
Agency: Leo Burnett Manila
Client: McDonald’s Philippines
Here’s a well-told and engaging story of how a simple picture changed a young boy’s life. It’s all the more remarkable in that it actually happened. McDonald’s PR team jumped all over it by sponsoring the boy’s education. But I wish they’d done a little bit more. Perhaps allocating a corner of the restaurant for kids to study, for example, or sponsoring a study centre in a low-income housing area would have been a more powerful and sincere way to #sharethelove.
Title: Buster the Boxer
Agency: Adam & Eve/DDB
Client: John Lewis department store
I like it. But in terms of scale and surprise, I’m afraid #BusterTheBoxer
doesn’t top #BearAndTheHare, #MontyThePenguin or even #ManOnTheMoon.
Title: December 21st
Agency: Leo Burnett Madrid
Client: Spanish Christmas Lottery
A powerful story, beautifully crafted with great performances and exquisite production value. It’s engaging from the start and it never feels like a five-minute film. The theme is universal too, “Imagine if we win tomorrow.” Now everyone can connect to that. Love it.
Title: Stamps for Good
Agency: M&C Saatchi Abel
Client: RocketSeed
It’s okay, in a nice way. Just not spectacular or surprising.
Title: Don’t Rage Quit
Agency: FRED & FARID New York
Client: Hewlett-Packard
Well, it makes me want to find out more about the product. Not because they told me just enough to intrigue me—but because they told me absolutely nothing at all. Like the craft though.
