Peta Asia \ Fur Hurts

CLIENT: Peta Asia   AGENCY: Ogilvy

If your fur came from China, chances are it was torn out from a live animal. Wearing a fur coat is being a willing participant in inhumane torture. Help end the suffering of millions of rabbits, foxes and minks by by giving up fur. Although there has been extensive showing of the video depicting the cruelty against fur animals, the graphic nature of the material has been turning people away instead of attracting their attention. The challenge is to find a way to express a horrible truth and still be able to communicate the nature of its cruelty to the heart of the viewers.

Imagine being skinned alive. We then try to visualize that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur.

As part of the Fur hurts campaign. I have created a website to get people to sign the petition to pledge against fur. With each signature collected, a needle will be removed and a strand of hair will grow in its place. Participants will also be asked to share online via social media. Check out the website

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Mercedes B-Class China

CLIENT: Mercedes China   AGENCY: Ogilvy

Our objective is to change the perception of B-class as the new family car, a family not just about you and your spouse, a new family can mean anyone including your friends. The website expresses this through an exciting journey driving the B-Class. By using your weibo account we can analyze what type of driver you are and who could possibly be in your new family car. At the end it will generate a driver’s license for you to share with you and your friends.

Two things I like about this project, one is the fact we are repositioning the convention of a family car. Second is how we create interesting infographics out of social profile.

Check out the website

Social Media Week \ Socializer

CLIENT: SOCIAL MEDIA WEEK   AGENCY: TBWA

Social Media Week is a multi-city global conference connecting people, content and conversations around emerging trends in social and mobile media. Our task was to amplify the conversation about Social Media Week, as a result we developed a website called Socializer. It is a visualizer made with html5 adpated for iphone and ipad, and people can see these conversation happening around the city in real time.

Iphone Version

Ipad Version

FWA Site of the Day \ Levi’s Soundwash

CLIENT: LEVIS   AGENCY: TBWA
It has been nearly two years since the launch of Levi’s Soundwash campaign, we recently received our very first certificate from FWA for Site of the Day. Check out the full story

TBWA\ Boat for hope

CLIENT : TBWA GLOBAL   AGENCY : TBWA
Our brief was to create a charity donation website for the flood in Thailand. The main focus was on a race against time, which meant the website has to reflect that by having live data. Each office were given a target, the closer they reach their donation target the closer the boat will get to Thailand on the google map.

TBWA\ TEQUILA\ Digital Stats

CLIENT : TBWA    AGENCY : TBWA
Info-graphic design on digital social media trends and statistics from TBWA\ TEQUILA\

Levi’s China app

CLIENT : LEVIS    AGENCY : TBWA
A long-term Levi’s app for china with added features like, store finder, lucky draw coupons and social function for weibo. Find out more on app store

Levi’s Roadwear

CLIENT : LEVIS    AGENCY : TBWA
The brief was to promote the Levi’s Roadwear collect with an engagement programme. The Levi’s Roadwear website invite users to submit their diary online with the incentive of winning a trip in Korean and Japan. In the campaign site we created a 3D road so everything within the site give a sense of travel, however there are some performance issue due to the lack of resource and time for this project.

Semi-Permanent \ Semi-Precious

CLIENT: SEMI-PERMANENT   AGENCY: TBWA
Designed to accompany Semi-Permanent, a leading art and design conference, the Semi-Precious app let’s you store your ideas the moment they are spawned. During the 2-day event, all conference attendees are encouraged to keep track of their (Semi-)Precious ideas sparked by the many sharing sessions by leaders of the influential creative community. Structure your idea in a multi-level, multi-node display for future use, or share it to the Semi-Permanent ideas database to show everyone what inspired you during the event. Here is how it works.

Levi’s After Dark

CLIENT: LEVIS   AGENCY: TBWA
To promote its After Dark collection, Levi’s has partnered TBWA\Tequila to launch a series of interactive videos  for users to create their own nighttime adventure. Themed We Rule The Night , the campaign literally allows users to rule the videos by selecting what the characters will do or where they will go. Each option takes them further into the story to create a personalised video experience.

The campaign was talked about on Campaign Asia  as well as Marketing Interactive . It was also shown on Best Ad on TV . On top of that, Levis After Dark won A Silver Effie  in the apparel category, and also a bronze AME  for most effective use of brand content

CSL Dream Factory

CLIENT: CSL ONE2FREE   AGENCY: TBWA
A game to educate consumers of the HTC phone and android applications branded under CSL. The solution, Dream Factory, an AR game where you have to drag and drop apps using your literally using your head.
The game is now host on  Sina Game .

Accessorize Facebook Fanpage

CLIENT: ACCESSORIZES   AGENCY: TBWA
This campaign is for Accessorize launch in Hong Kong, we created online and offline material. Online includes youtube channel andFacebook Fanpage.

Facebook Fanpage

Levi’s Soundwash

CLIENT: LEVIS   AGENCY: TBWA
Soundwash is a multi-dimensional interactive brand and music experience that lets the audience choose their favorite jeans style and then “Soundwash” the jeans to their favourite style of music including rock, hip hop and canto. As part of the Levi’s Square Cut “Soundwash” campaign, we created a virtual laundromat where our audience could experience the unique “Soundwashing” technique.

The results were astounding, we received a bronze Young Guns award, Silver Kam Fan for best campaign, FWA site of the day , W3 Award Silver, A Webby Honoree for Best Visual Design. The biggest treat of all was the Effie awards , we took the stage by storm with 3 gold, 1 bronze and a Grand Effie and was publicized on Campaign Asia.

Levi’s Heritage

CLIENT : LEVIS    AGENCY : TBWA
3D production for the Levi’s Heritage Campaign . The website allows users to interact with different 3D objects by changing textures, colors and 3D levi’s element attachments and be able to share to different social media platform.

Acuvue Astigmatism Campaign

CLIENT: ACUVUE    AGENCY: TBWA
The breif was to raise awareness of the effect of Astigmatism to Hong Kong teenagers. The solution was to create pranks on people to highlight these inconvinence of astigmatism as a way to educate the consumers.

This idea played out really well online becuase pranking amongst teenage prove popular on social media.