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 SL-Class China

CLIENT: Mercedes China   AGENCY: Ogilvy

A simple product site, simple to celebrate the beauty of SL class and it previous range.

Check out the website

Mercedes B-Class Magic Window

CLIENT: Mercedes China AGENCY: Ogilvy

An idea that brought the Mercedes-B-Class to life with the use of Kinect technology, we created the world’s first ever in-car 3D interactive projection for the launch event. We called it the Magic Window. We dismantled the B-Class to install projection equipment inside the car. Short films depicting the vibrant lifestyles of B-Class drivers were projected onto the windows from the inside – giving the impression that these lively scenes were happening inside the car itself. Audiences were able to view the contents by interacting with the B-Class via Kinect technology.

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

Mercedes B-Class Night Package

CLIENT: Mercedes China AGENCY: Ogilvy

The brief was to generate brand impression with younger audience through this special edition of the b-class called the night package. Of course, the first thing you notice about young people, is that they are not that active during the day. Their time is the night. On a teaser site, we showed the car cruising through nightlife spots around the world, slowly making its way, continent by continent, night by night, to Beijing, China. In order to make this experience even more memorable, you can only purchase this car at night.

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

Microsoft Office 2010 Viral

CLIENT: MICROSOFT AGENCY: TBWA
Viral videos to drive user submission to use Microsoft Office to submit their video for a chance to win a $100,000 Hong Kong dollars.
Las Vegas

Shaolin Monks

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.