36
T HE W ORK
cre ativ e r ev i ew
J O H N N Y TA N
Creative Review Johnny Tan, BBH Shanghai’s chief creative officer, started his career in New York after graduating from Art Center College of Design. He worked on major brands such as Pepsi, Mountain Dew and GE. Ten years in, Tan moved to Asia, first as a commercial director then, eventually re-joining BBDO as Executive Creative Director of China. In 2006, Johnny along with long standing managing partners, started up BBH China, creating work for brands like Johnnie Walker, Mentos, Sprite and WWF, which have won major awards at Cannes, D&AD and One show and have become cultural icons. His documentary feature film – Yulu – was officially selected in five international film festivals. Beyond his day job, he directs films and music videos, volunteers in judging shows and conducting master classes.
‘Think’ Pro-Life Philippines Y&R Philippines TVC ‘long walk for a short drink’ though. Nevertheless, a good emotional piece.
‘The Rockstar, The Dreamer, The Instructor, The Player’ Golden Arches Dev’t Corporation Leo Burnett Manila Print I like the graphic look of this campaign. It’s a simple message. Using the ubiquitous red delivery box iconography is quite effective.
adobomagazine
November-December 2014
THE WORK
cr eat i v e r ev iew
37
‘Stick’ Golden Arches Development Corp Leo Burnett Manila TVC I’m afraid this spot is pretty cheesy.
‘Annederams’ Belo Medical Group Nuworks Online Narratives that are funny can be very powerful especially when used on products that are, somewhat ‘less interesting’. However, in this case, these narratives come across as forced and ‘selly’.
‘#CrackerCatchin’ Hansel Crackers Ace Saatchi & Saatchi Online I wish the cast wasn’t a group of professional Parkour practitioners disguising as ordinary people. Making eating chips a fun game could be cool, if it was done in a truly authentic way.
November-December 2014
adobomagazine
38
T HE W ORK
cre ative r ev i ew
‘Happiest Thank You’ Coca-Cola McCann Worldgroup Philippines Innovation ‘Share A Coke’ continues to be a very powerful campaign. I like the slight twist given to this execution. It’s insightful. I do believe this could really light up someone’s day and evangelize the brand.
‘True Colors’ Oishi Spicy Prawn TBWA\Santiago Mangada Puno TVC I was hooked in by the music. The over-cranked images up front were pretty engaging too. But then, I couldn’t help but roll my eyes half way through it. I think the idea is a bit convoluted. shorter and sharper.
‘The Most Disturbing Dinner’ Monde Nissin Publicis JimenezBasic TVC It’s a simple telegraphic device. However, we’ve seen many of such “shock” techniques. Can’t help but wonder if it’s genuinely persuasive in changing behavior.
adobomagazine
November-December 2014