Agency Network: 
October 2006


Print advertisement created by Dentsu, Malaysia for 95 Percent The Advertising Academy, within the category: Education.

Advertising Agency: Dentsu Malaysia
Creative Director: SP Lee
Art Director: KC Aui
Copywriter: Chan Woei Hern
Illustrator: KC Aui
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kai539's picture

refreshing minimalism work
but can you elaborate more about the concept
cause i think i am missing something here

Activity Score 244
Nanyang Academy of Fine Arts
Guest's picture

I agree with you. It's fresh. According to what I know, this ad is for 95% The Advertising Academy. It's a very special training company that is targeted towards creative people and the advertising industry. The method they use is experiential training because they believe the only way to learn is to experience something.

They draw on the iceberg because of one of Sigmund Freud's theory that we are only aware about 5% of things that happens outside and inside us, because we'd go crazy if we are aware of everything. So the experiential training is designed to let us discover ourselves, because we aren't aware of a lot of things that happen inside us - like why are we reacting the way we are reacting. What is the REAL cause.

It's also because 95% believes that through experiential training, everyone can discover themselves, and when they do, their ability to create will be magnified. And that's what it means - the iceberg is a significance of the training, the award is where the participants will want to head, the water is the significance of one's awareness about oneself - and the training is designed to push the water down so that the participants will be aware of their uniqueness and abilities.

Hehe. Hope my understanding of 95% helped you.

Mister-A's picture

It's a cool one.

Activity Score 2
Graphic Designer at Hyderabad
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