PAPER CUTTING by M&C Saatchi Kuala Lumpur for Celcom

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PAPER CUTTING

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Industry Internet Service Providers, Mobile Communications
Media Design & Branding
Market Malaysia
Agency M&C Saatchi Kuala Lumpur
Art Director Henry Yap, Jeff Ooi Sdn Bhd, James Seet Sdn Bhd, Tham Pui Fun Sdn Bhd
Copywriter Casey Loh Sdn Bhd
Client Service Director Low Bee Yin Sdn Bhd
Designer Violet Tan Sdn Bhd
Released July 2009

Credits & Description

Category: Posters
Advertiser: CELCOM (M)
Product/Service: BROADBAND
Agency: M&C SAATCHI MALAYSIA
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: M&C SAATCHI MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Henry Yap (M&C SAATCHI (M) SDN BHD)
Associate Creative Director: Jeff Ooi (M&C SAATCHI (M) SDN BHD)
Art Director: Jeff Ooi (M&C SAATCHI (M) SDN BHD)
Art Director: James Seet (M&C SAATCHI (M) SDN BHD)
Art Director: Tham Pui Fun (M&C SAATCHI (M) SDN BHD)
Designer: Violet Tan (DESIGNITION (M) SDN BHD)
Art Director: Henry Yap (M&C SAATCHI (M) SDN BHD)
Copywriter: Casey Loh (M&C SAATCHI (M) SDN BHD)
producer: Sebastian Ng (M&C SAATCHI (M) SDN BHD)
Client Service Director: Low Bee Yin (M&C SAATCHI (M) SDN BHD)
Associate Account Director: Alvin Ng (M&C SAATCHI (M) SDN BHD)
Media placement: Poster - Telecommunication Retail Outlets - 1 July 2009

Describe the challenges and key objectives
To create a clutter-cutting campaign for Celcom Broadband and stand out from the rest of the competition.

Describe the brief from the client
To promote the multiple uses of Celcom Broadband to the target audience.

Describe how you arrived at the final design
With the use of plain white paper that’s engineered to express a whole new world of functionality, content and coverage, this campaign gave the category a new imaginative spin. It stood out against the typical lifestyle-driven, computer generated visuals commonly used in broadband campaigns.

Give some indication of how successful the outcome was in the market
Inquiries for Celcom Broadband continued to grow with the launch of this campaign and is now Malaysia’s best selling mobile broadband.