Are you young enough to beat Asafa Powell?

YOG.jpgAs part of the campaign promoting the world's first Youth Olympic Games, McCann Erickson Singapore created this viral featuring Asafa Powell, the third fastest man in history, encouraging youth to take on the world.

View the idea here.

Credits - ECD: Farrokh Madon, Senior Writer: Parixit Bhattacharya, Art Director: Goh Wee Kim, Agency Producer: Charmaine Wong, Director: Desmond Tan (Salt Films, Singapore), producer: Michelle Tan (Salt Films, Singapore), Post Production: Black Magic Design, Digital Planning: Goon Chee Hung (MRM Worldwide, Malaysia), Blog Writers: Sandra Azavedo, Lim Suit Ying, Digital Co-ordinators: Gary Tay, Sandra Azavedo, Lim Suit Ying. 

21 Comments

rohan said:

awesome!

Jimmy said:

Cool way to promote the Youth Olympic Games.

Cynthia said:

Very smart. Like Nike's Rooney Nutmeg.

Nikhila said:

Singapore is doing some interesting work.
Well done Farrokh and Parx.

Derrick said:


Good on ya, mate.
Keep going.

Steve said:

The viral is impeccably executed.
Who shot it?

Clara said:


Nice work from some of the nicest guys in the business.

Christie said:

Well done bud.

Sally said:

Cool viral. Can't believe it is from Singapore.

Anonymous said:

Can someone please explain to me why this is good?

Anonymous said:

good stuff

Anonymous said:

im with anonymous.

Marianne said:

Well done Parxy boy

Anonymous said:

These days every agency, especially the mainstream ATL shops, are desperately trying to portray every internet stunt they pull into some kind of revolutionary breakthrough.

This is one of those ideas that sounds great on paper but when you put it on film, you kinda go, 'So, is that it?'

And judging by the many artificial sounding responses online, you have to wonder who is writing all the glowing comments about it on blogs and on here.

The Rooney Nutmeg idea is kinda believable but this is clearly a farce and a set-up.

But full credit to the agency for convincing a bunch of bureaucrats to go with an idea that effectively uses the idea of bag snatching in squeaky clean Singapore. This could've been easily rejected by client by saying that a bag snatcher is hardly a model for youth but it wasn't. So quite a breakthrough getting them to ...er.....run with it.

But the idea itself.....so so.....and unfortunately blown out of all proportion by the agency. 5/10.

BTW, for a video to be considered a viral success on Youtube, the minimum starting point for consideration is 1 million hits.

Anonymous said:

anonymous 3:05 hit the nail on the head.

appears to be a case of massive amounts of seeding rather than a campaign that really went viral.

executed better, may have had more chance to spread. but the film direction is far too polished and staged. and when it comes to the payoff, can't see 'random boy' starting a whole new blog over one video found he supposedly stumbled upon online.

with many examples of how to execute a campaign like this already out there (see rooney nutmeg), agency should have done its homework on how to deliver this idea properly.


anonymous said:

Ha ha. Would you please enlighten us with your work instead of words?
How do you have so much time on your hands?

Anonymous said:

It's a nice viral; clean idea and well executed.
Let's not be overly critical and applaud good non-traditional work from a market that's typically known for its print work.

Anonymous said:

I love the Rooney series.....my favourite is the one where the poncey photographer is hassling Rooney to strike a pose while juggling the the ball and finally tells him to 'put it where you want it'....and Rooney slams it straight at the camera. Superb. Now, THAT"S a viral.

Anonymous said:

11.24 AM It might pass for that in Singapore - land of the print scam, where you can get famous by plagiarizing ideas off the internet, or stealing juniors work - but outside of your little red dot, they've been doing non-traditional for many, many years.

Just because you've jumped on the bandwagon late doesn't mean we're going to applaud your work just because you tried.

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