VISUAL ALPHABET by McCann Erickson Hong Kong for Corbis

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VISUAL ALPHABET

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Industry Banking & Financial Services
Media Design & Branding
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Nick Lim, Spencer Wong
Creative Director Quentin Yeong, Michael Li
Copywriter James Reeves
Illustrator Elvis Lo
Editor Paul Swee
Released December 2011

Credits & Description

Category: Design Photography
Advertiser: CORBIS CORPORATION
Product/Service: CORBIS IMAGE BANK
Agency: McCANN WORLDGROUP
Chief Creative Officer: Spencer Wong (McCann Worldgroup)
Executive Creative Director: Spencer Wong (McCann Worldgroup)
Executive Creative Director: Nick Lim (McCann Worldgroup)
Creative Director: Michael Li (McCann Worldgroup)
Creative Director: Quentin Yeong (McCann Worldgroup)
Copywriter: James Reeves (McCann Worldgroup)
Agency Producer: Paul Swee (McCann Worldgroup)
Planner: Penelope Yau (McCann Worldgroup)
Editor: Paul Swee (McCann Worldgroup)
Illustrator: Elvis Lo
Interactive Agency: (Lotakon Design Lab)
Media placement: Minisite - Corbis Website - 29 December 2011

Describe the brief from the client
To improve the visibility of the Corbis brand, in the creative community

Describe the challenges and key objectives
Everybody in the creative community knows Corbis. However, less and less people are searching for images on Corbis. Our task was to recapture people's attention and create a brand new perspective on Corbis.

Describe how you arrived at the final design
We created ‘Visual Alphabet’, a feature on the Global Corbis website that not only let people search for images, but speak through them. Doubled as a messenger, it instantly replaces each letter on your keyboard with a Corbis' image. Just key in any message and it will be translated into a fun video, comprising of different Corbis' images.

Give some indication of how successful the outcome was in the market
We successfully got people to use Corbis' images in a whole new way, allowing millions of them to be made ‘viral’ across different social media channels.
More importantly, we have, using Corbis images, created a new form of expression to enrich the way we talk about our world.