CHEAP CHICKEN by DDB Hong Kong for Tin Market Store

CHEAP CHICKEN

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Hong Kong SAR China
Agency DDB Hong Kong
Art Director Asawin Phanichwatana, Joe Wong
Copywriter Frankie Fung, Jeffry Gamble
Illustrator Arra Tang
Released February 2012

Credits & Description

Category: Illustration
Advertiser: TIN MARKET STORE
Product/Service: MARKET STORE
Agency: DDB GROUP HONG KONG
Executive Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Creative Director: Asawin Phanichwatana (DDB Group Hong Kong)
Creative Director: Frankie Fung (DDB Group Hong Kong)
Copywriter: Jeffry Gamble (DDB Group Hong Kong)
Copywriter: Frankie Fung (DDB Group Hong Kong)
Art Director: Asawin Phanichwatana (DDB Group Hong Kong)
Art Director: Joe Wong (DDB Group Hong Kong)
Illustrator: Arra Tang (DDB Group Hong Kong)
Media placement: In Store Poster - Point Of Sale - Feb - March/One Month
Describe the brief from the client
In the cluttered market stores, most of the stores are advertised themselves as fresh meats stores. Of course, consumers look for fresh meat, but another purchase factor is the price. Tin market store is already recognised as the place that sells very fresh meat, but how can Tin market store communicate the better price point too?
Describe the challenges and key objectives
How do you make consumers recognise 'Tin' market store as the place that consumers can buy cheap quality meats? Therefore, the objective of these ads is to stamp the idea of `cheap’ onto the consumer's mind.
Describe how you arrived at the final design
To enhance the `cheap’ concept, the total look has to be simple & easy. Humour is the solution for this message, and comic style is the best way to deliver it.
Give some indication of how successful the outcome was in the market
Everyone who sees the ad laughs or smiles. Surely the `cheap’ message was delivered.