Softer on the snails
June 8 2010, 12:24 pm | | 4 Comments
To demonstrate the soft cushioning abilities of New Balance Abzorb technology, JWT Singapore designed clean, simple posters with a visual that runners could relate to by featuring little creatures they encounter daily. The challenge was to incorporate them into the design and demonstrate the product benefit at the same time.
Credits – Regional ECD: Tay Guan Hin. ECD: Ali Shabaz. CD: Koh Hwee Peng. Copywriter: Gao Yuanheng. Art Director: Tay Kok Wei. Illustrators: Kristal Melson, Tay Kok Wei.
4 Comments
I would love to know who the actual client is on this….a shoe store in a mall? This work is a complete one-off and out of sync with the New Balance global work some of which continues to run in Singapore. I find it hard to imagine the real NB client allowed this. I might send them copies and see what they say.
As long as it helps snails, it’s all good.
Again, it’s probably the local client with no money who has a friend in the agency side who creates the ad by using up favours and runs it on their behalf in a local tourism magazine for free because the magazine wants the client to eventually run real paid media in the pub and lets them do it for nothing and everybody wins.
While other agencies continue to go for ‘initiatives’ , it’s good to see one agency has been quietly doing what it’s supposed to.
Congratulations to Y&R S’pore on winning the hotly contested Tiger Beer pitch, and well tried to JWT.