CAFE by DDB Hong Kong for Westone

CAFE

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Industry Computers & Computer Accessories, Cell phones, Smartphones & Accessories
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Hong Kong SAR China
Agency DDB Hong Kong
Art Director Ong Shi Ping, Asawin Phanichwatana, Ciff Luk
Copywriter Jeffry Gamble, Paul Chan
Producer Annie Tong
Illustrator Surachai Puthikulangkura, Supachai U-Rairat Illusion Co. Ltd
Released June 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PRINT CRAFT LOTUS Art Direction GOLD
PRESS LOTUS Best of Electronics SILVER
OUTDOOR LOTUS Best of Electronics, Household Products, Maintenance, Home Appliance and Furnishing BRONZE

Credits & Description

Category: Illustration
Advertiser: WESTONE (THINKING GROUP)
Product/Service: EARPHONES
Agency: DDB GROUP HONG KONG
Executive 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)
Copywriter: Jeffry Gamble (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 Director: Gladys Chin (DDB Group Hong Kong)
Production House Producer: Somask Pairew (DDB Group Hong Kong)
Production House Producer: Anotai Panmongkol (DDB Group Hong Kong)
Photographer: Surachai Puthikulangkura (DDB Group Hong Kong)
Illustrator: Surachai Puthikulangkura (Illusion Co.)
Illustrator: Supachai U-Rairat (Illusion Co.)
Media placement: In Store Poster - Point Of Sale - Feb 29, 2012/One Month
Media placement: Temporary Exhibition - Point Of Sale - Feb 29, 2012One Month

Describe the brief from the client
The brief was to promote Westone’s noise isolating earphones.

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.

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).