Advertiser: WESTONE (THINKING GROUP)
Agency: DDB GROUP HONG KONG
Executvie Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Creative Director: Paul Chan (DDB Group Hong Kong)
Creative Director: Asawin Phanichwatana (DDB Group Hong Kong)
Creative Director: Ong Shi Ping (DDB Group Hong Kong)
Copywriter: Paul Chan (DDB Group Hong Kong)
Art Director: Asawin Phanichwatana (DDB Group Hong Kong)
Art Director: Ong Shi Ping (DDB Group Hong Kong)
Art Director: Ciff Luk (DDB Group Hong Kong)
Producer: Annie Tong (DDB Group Hong Kong)
Account Account: Gladys Chin (DDB Group Hong Kong)
Production House Producer: Somask Pairew (Illusion Co.)
Production House Producer: Anotai Panmongkol (Illusion Co.)
Photographer: Surachai Puthikulangkura
Illustrator: Surachai Puthikulangkura
Illustrator: Supachai U-Rairat
Media placement: In Store Poster - Point Of Sale - Feb 29, 2012/One Month
Media placement: Temporary Exhibition - Point Of Sale - Feb 29, 2012/One Month
Describe the brief from the client
The brief was to promote Westone’s noise isolating earphones on a very limited budget.
Describe the challenges and key objectives
Noise isolating earphones are not new. And yet, we had to create a fresh campaign that had never been seen before. On top of this, our advertising budget was tiny.
Describe how you arrived at the final design
We firstly arrived at our insight: the ultimate environment that blocks out noise is a soundproof room. And from that, our campaign was born. We created 3 intricately crafted posters that literally soundproofed some of the noisiest environments around – a packed underground train, a noisy café and a pedestrian tunnel in the thick of the city. Naturally, we placed the posters right next to these noisy environments in real life.
Give some indication of how successful the outcome was in the market
Thanks to the insight and the intricate design and crafting of the posters, the campaign became a representation of the product’s effectiveness. The campaign seemed to resonate with our audience. After all, we exceeded our client’s ambitious sales targets (for essentially a product that offered nothing new).
The Print Ad titled TUNNEL was done by Illusion advertising agency for product: Earphones (brand: Westone) in Hong Kong SAR China. It was released in the Jun 2012.