Asia's Cannes Contenders - JWT

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges. First up is JWT...

JWT Halls.jpgKraft Thailand - Halls Soft "Stage Show"
JWT Bangkok

The objective of the commercial is to introdue Halls Soft as a new chewy candy that creates a multi-sensation experience from chewing. Aiming at the target audience of Male & Female, aged between 18-24 years old, living in the urban area, the creative execution demonstrates the multi-sensation experience from chewing Hall Soft.

JWT Schick.jpgSchick Unplugged
JWT Tokyo

As a leader in the wet shaving market, Schick wanted to compete against the dry shaving market and further expand its share. In response, we invented a small holder that reminds people not to use electricity by blocking the electrical outlet and provides a place to hang a razor at the same time. To spread our effort, we created a unique ambient which combines a holder and a razor together and jacked the outlets in bars and restaurants. The shaver and holder were sold together in promotional packs and strategically located alongside electric shavers in electronics stores.

JWT Ford.jpgFord Fiesta Wheel of Fortune
JWT Kuala Lumpur

To boost year-end sales for 2011, Ford needed more people to test drive the Fiesta. So we decided to give away prizes in a lucky draw. We reinvented an overused sales incentive and made an event out of every test drive. We made test drives a game of chance. On the wheel are 12 stickers with icons that represent prizes to be won. For example, iPads, concert tickets, car spa vouchers and backpacks - to encourage purchase. At the end of the test drive, all the driver has to do is get out and wait for the spinning wheel to stop. The prize indicated by the pointer is theirs, IF they book the Fiesta on the spot.

JWT Haier.jpgHaier Cut Piece
JWT Shanghai

Do you really need to sacrifice your life for being eco friendly? The answer is NO. With the new Haier products, you ca still enjoy your life as being a eco friendly person.

JWT Kit Kat.jpgKit Kat Social Break
JWT Singapore

Kit Kat has always been a brand that stands for giving people a break from work, stress, or anything in life that bothers. That's why we created Kit Kat Social Break, a desktop widget to take care of a new stress that's affecting many - Social Media Obligations. This widget automatically likes photos, check-ins and posts that you are tagged to on Facebook. It also automatically replies to tweets by followers on Twitter. And, it automatically shares posts by connections on LinkedIn. With this widget, people can appear connected, intelligent and cool even when they are taking a break.

JWT Red Cross.jpgSingapore Red Cross Rapid Rescue
JWT Singapore

An app that houses all the 12,000 first-aiders in Singapore. Once pressed by someone in distress, it sends out an SOS to all the first-aiders within a 2KM radius. After a first-aider accepts the mission, the app also maps out the shortest route to the First Aid seeker. The app also features a function that allows a First Aid seeker to call an ambulance. And in the event that there are no first-aiders in the vicinity it maps out the nearest hospitals. It also allows new first-aiders to register as a first-aider by entering the necessary details.


Not Scammy Enough said:

Red Cross and Schick, from those above.

I have a horrible feeling that some of this work was in response to a real brief from a real client and actually ran, which of course is not the way it should be done. When will JWT learn that it's purely about ego gratification, not "marketing" or "results" or "meeting a brief"?

Wait and learn from other, wankier networks, JWT. Wait and learn.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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