Members from MAD Global that attended ADFEST 2013 in Thailand made this presentation of the most interesting works for them

1. M.A.D
WORKSHOP CHALLENGE
✸ ADFEST 2013 PATTAYA THAILAND ✸

2. Hello,
we are team 2 . . .
> lora
eric <
> kalaste
erica <
> ethel

3. 5
FAVOURITE PRESS

4. ✸ PRESS
THEME: FUNNY
Client : Metro Trains
Target Audience : Commuters
Message : It is funny and amusing in a
rather cheeky and slight sarcastic way
when you teach people how to die with
cute illustrations to bring the idea across.
It is a clever way of doing it to reveal the
message that perhaps dying in a train
accident is not a way anyone would
want to end their lives. Hence, instead of
telling them to be careful on the train or
platform, it tells them the opposite which
is more effective and thought-provoking.

5. ✸ PRESS
THEME: SMART
Client : TBWA/ Santiago Mangada Puno
Target Audience : Consumers using wood
as materials
Message : This piece of advertisment is
smart as they made use of comparison
to show constrast in terms of the
consequences to our environment when
we make different decisions on the
type of chairs we use. Example, wood
causes flood while plastic prevent. Wood
also take away lives while plastic saves
lives. At the same time, by drawing the
similarities that it is still a lounge chair,
shows how unnecessary it is to use a chair
made of wood.

6. ✸ PRESS
THEME: SEXY
Client : Triplus
Target Audience : Health conscious consumers
Message : The visual itself says it all by showing
three naked man providing some sort of sensual
comfort to her. She feels comfortable and her
facial expression explains how she likes feeling
that soothing comfort within, just like how the
vitamin will do the same.

7. ✸ PRESS
THEME: MOTIVATIONAL/
INSPIRATIONAL
Client : CPCR Brand Corporate
Target Audience : Parents, Teenagers
Message : The visuals are rather erotic with two hands touching
the private parts of the old lady. It shows how she has been sexually
assaulted once in her young days. The tagline, “It never goes away“
further says that this experience is so traumatic that it is something can
sticks with them for life.

8. ✸ PRESS
BEAUTIFUL
Client : Naga DDB Malaysia
Target Audience : Women aged in their thirties
and forties
Message : This advertisment speaks of beauty
and encourage ladies to go for breast check
up to prevent breast cancer. Losing breast to a
female, is losing her femininity. The constrast of
a very well-dressed lady on a hospital bed subtly
provide audience the benefit to choose what
they would want.

9. 5
CAMPAIGN BOARDS

10. ✸ CAMPAIGN BOARDS
BLACK BOX
RAMEN SHOP
{ our vote: best }
What? Free food during their soft launch.
Why? To get to customers’ opinion(s) on
how much their food actually cost.
Pros: Free food.
Cons: Is there free food without the need
of paying?
Plausiple rate: 85% plus free heavy
publicity from local media.
Having this no brand, no price will
generate a lot of attention and it will
defintely work well in Singapore. Since
Singaporean loves free food!
At the same time, one can get true
opinion on how much their food actually
worth, and on top of that, it will create a
lot of free publicity.

11. ✸ CAMPAIGN BOARDS
MINIMUS BUS TRUCK
What? Trade in your old shoes for a new pair of
New Balance Minimus shoes.
Why? To get runners to switch from other brands
to Minimus.
Pros: Getting a pair of free Minimus when you
trade in your old pair of running shoes
Cons: Is there any hidden cost despite after
trading in their old running shoes?
Plausible rate: 70% plus mild media coverage of
the event.
Having this campiagn running in Singapore will
not only attract people, but also generate a lot of
publicity for New Balance.
But there’s bound to have a moniority of
Singaporean being skepitcal, afraid that despite
trading their old shoes, they might need to
pay for the new shoes, unless the Terms and
Conditions clearly state that they need not to
spend a single cent. Otherwise this campaign will
definatly create a huge positive uproar.

12. ✸ CAMPAIGN BOARDS
PRINGLES’ TASTE
MYTH
What? Mixing of two existing Pringles flavours
making it a new one. Getting consumers to taste
it with them blindfolded.
Why? Whether mixing two flavours will trick you
into a new taste.
Pros: Getting consumers curious about how the
combined flavours really taste.
Cons: Singaporean might be a little skeptical
when tasting new products while being
blindfolded.
Plausiple rate: 65% with online media
coverage.
It is possible for such campaign to be run in
Singapore, because similar campaign have been
conducted before. But blindfolding a person is a
pretty new concept in Singapore hence minority
of Singaporean might be a little skeptical when
tasting something while being blidnfolded.
Hence launching this campaign is possible but
might face a little skepticism.

13. ✸ CAMPAIGN BOARDS
LITTERING
What? To increase participants dedicated to
picking litters.
Why? People tend to think that picking up tiny
pieces of trashs is not worth being thanked for
thus would not make them feel good about
themselves. Hence enlarge cigaratte buds
to a size that cannot be cast aside to create
awareness.
Pros: This movements will create attention and
hence people will pick up their litters or cigaratte
buds, or not to litter.
Cons: Singapore is a garden city with strict rules.
Hence this campaign might not wotk out among
Singaporeans.
Plausiple rate: 55% with medial coverage.
In order to run this campaign successfully, the
ideal locations to place these enlarge litters and
cig butt will be at major festival location, town
area (e.g. City Hall, Raffles Place, Orchard) and
outside clubs. To create awareness and to remind
Singaporean not to litter.

14. ✸ CAMPAIGN BOARDS
THE PAPER BREAST
What? To create awareness of breast cancer
among young women to inform about what they
could end up resorting to if they lost a breast to
cancer.
Why? Young women thinks that they are not at
risk of breast cancer until at a later age.
Pros: To urge them for regular check-up.
Cons: Might generate wrong attention, since
Singaporean are pretty much conservative.
Plausiple rate: 70% with a possible of media
coverage of the event.
Running this campaign will create almost instant
attention and at the sme time shocked the target
audiences. Because such campaign is rare in
Singapore. But it will definatly create awareness,
making ladies to go for check-up regulary. But
Singaporan are pretty much consertative, hence
such campaignshould run more regulary.

15. 5
PROMO-AMBIENT ART

16. ✸ AMBIENT ART
LIFE CHANGING
DONATION BOX
{ our vote: best }
What? Donating to an education fund
that teaches these children skills
Why? Giving money to child beggars traps
them on the streets for a longer time
Why is it good? The message is strong
and straightforward. The visual of
children invokes sympathy and strikes an
emotional chord in the public. The use of
coins as jail bars is effective in impacting
people as well.

17. ✸ AMBIENT ART
ANGRY BIRDS
MCDONALDS
What? Life size installation of the angry
bird figure
Why? Increase brand awareness for the
Angry Birds McDonalds experience
Why is it good? The choice of angry birds
is best suited to promote awareness
for the brand as the colour scheme of
the character matches the identity of
McDonalds and combines to be visually
appealing. The attachment of the bird
to the arches in the form of a slingshot
is innovative, comical and attention
grabbing. It suggests that the isntore
experience which can be expected
would be lighthearted and unique. The
slingshot portrayal also suggests the idea
of propelling the brand and spreading
awareness.

18. ✸ AMBIENT ART
A GUIDE TO
RECOGNIZING
MIGRANT WORKERS
RIGHTS
What? Deliver the message that maids
are not machines
Why? Showcase the reality of domestic
abuse
Why is it good? The life size installation of
maids in unlikely environments arouses
curiosity and is thought provoking. The
impersonation of maids as robots deliver
a very strong and direct message about
the harsh reality of how domestic workers
are taken as slaves

19. ✸ AMBIENT ART
OSTEOPOROSIS
ACCESSORIES
What? Launch a series of fashion
accessories shaped inthe form of bone
support
Why? increase awareness about
osteoporosis
Why is it good? The approach of
combining unrelated topics such as
fashion and osteoporosis is different
and unexpected. The portrayal of bone
supports as fashion accessories involves
a sarcastic and shock factor as well. The
visual of an overly thin lady symbolizes
her fragility which syncs with the
campaign message.

20. ✸ AMBIENT ART
HEADS UP
What? Lay everyday text conversations
on the ground before lamp posts
Why? Texting while driving is a primary
cause of road accidents
Why is it good? The idea is simple and
presented in an engaging and intercative
manner. There is versatility as well as it
can be placed in almsot all public spaces.
Although it utilizes an approach which
is unrelated to driving, the message is
delivered loudly and clearly. The first
hand experience also enables people to
understand the consequences of being
distracted.

21. 5
BEST OF PRINT DESIGN

22. ✸ PRINT DESIGN
DR. SAROJ
OIL CONTROL
CLEANSING FOAM
Client Info? Bangkok’s face product
comapny UROI wanted to create an
expressive way to get direct attention
from oily faces.
Design Info? Packaging is created for fried
bananas where they are normally folded
from recycled faces. The oily creases
from the freshy hot fried bananas usually
transger oil stains to the paper bag’s
surface. It is a direct reflection of how you
look due to what you eat
Results? There is an increase of sales with
this product.

23. ✸ PRINT DESIGN
STREET FOOD
Client Info? Rustan, one of the biggest
supermarket in the Phillipines needed to
exhibit its Asian food products under one
event.
Design Info? Its purpose was to create
an invitation as charming and engaging
as Asian lure and whet their appetites.
Invitations that feature various street
food were made. Ubiquitous food stick
were used to close the invites.
Results? It was well received by many. The
mouth-watering hawker style affair was
graced by celebrities and the press.

24. ✸ PRINT DESIGN
SMITH & JOHN
CALENDAR 2012
Client Info? Smith & John, a
pharmaceutical company, mustache
grower wanted to give away a free
calendar with limited budget and minimal
advertising.
Design Info? Designed in a way that a
man’s face who seems so plain, boring
and unattractive, eventually see a man
with nice mustache and a fresh look which
has directly show how quick, easy to
grow.
Results? It attracted both sexes in fact
with a 15% sales growth. Girls will want to
buy for their men, wanting to look more
charming than before.

25. ✸ PRINT DESIGN
DENTSU XMAS
NAMECARD
Client Info? Dentsu is famous for
personalising name cards with 100 colours
for its staff to reflect his/her character.
Design Info? To create a special limited
edition of name cards in the form of an
Xmas card. Namecards of the staff serving
them are printed on it.
Results? Receive tremendous feedbacks
from clients for keepsake and
information.

26. ✸ PRINT DESIGN
A TRULY HAPPY
MEAL
Client Info? McDonalds Thailand has
been using paper bags for Happy Meal
for a while and it has been crushing the
food inside. So they decided to solve the
problem by bringing back the hard box
which we did not use for a while.
Design Info? Happiness in a box.
Results? Happy meal sets volume
increased and kids collect not only toys
but boxes too. There is also a brand
enhancement to Mcdonalds, regaining
their loyalty.

27. 5
BEST OF (CRAFT) PRINT

28. ✸ CRAFT PRINT
ILLUSTRATION:
TOOTH ROME
Idea Concept? The idea here is to create a
visual that depicts decay. The use of city
of an ancient Rome shows how germs
have settled there for a long time just like
how long the history of Rome is. Together
with a tagline that says, “Do not let germs
settle down“ further propels how, germs
can be cleared with their product, no
matter how long it stays.
Effective Execution? The approach is good.
However, what is so good about this print
is how intricate the illustration turns out
to be. With the tagline, this beautiful
illustration portrays that no matter how
long germs can settle in our teeth, they
can be cleared away using their product.

29. ✸ CRAFT PRINT
PHOTOGRAPHY:
AMWAY DISH DROPS
Idea Concept? The concept here is
showing how stubborn residues can be
cleared away with this product. With the
tagline that says “Eliminates deepest-
buried residues”, the fish is a sea creature
living deep down in the sea. Hence,
exaggeration here is played out to show
the purpose of Amway Dish drops.
Effective Execution? I believe it is pretty
effective with as photography skills is
clear and it shows how still the water is,
which gives a very clean and neat outlook.

30. ✸ CRAFT PRINT
STYLING
Idea Concept? The idea here is to
differentiate themselves with typical
detergent by styling and glamourising
the shirt which looks like a plate in a fine
dining setting.
Effective Execution? It is a great way
to differentiate themselves to show
their different style and execution from
other detergent advertisment,instilling
an impression of their prestige in their
industry.

31. ✸ CRAFT PRINT
TYPOGRAPHY:
LANGUGAGES
Idea Concept? The tagline that says, “A
book for every interest” The idea here
is to showcase a book brand which is
catered to every interest. The penguin
is formed out of typographic elements
(alphabets, slurs, lines, curls) to display
the immense variety of books which can
be found within one place.
Effective Execution? It is a great way
to differentiate themselves to show
their different style and execution from
other detergent advertisment,instilling
an impression of their prestige in their
industry.

32. ✸ PRINT DESIGN
IMAGE
MANIPULATION
Idea Concept? The idea is to demonstrate
the harsh reality of road accidents which
result from riding without a helmet. The
image of a head is tweaked to imitate a
helmet in an effort to showcase a gory
effect.
Effective Manipulation? This visual is
impactful as it not only evokes a sense of
sarcasm but also involves a shock factor.
Utilizing a head as the helmet, it is the
strongest manner to convey that without
it, they would be as good as DEAD.

33. THANK YOU
✸ ADFEST 2013 PATTAYA THAILAND ✸