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Meditation

Campaign
Agency Network: 
Published/Aired: 
August 2010
Cannes Lions / Spikes Asia:  Meditation

Description

Print advertisement created by JWT, Singapore for Cannes Lions, within the category: Professional Services.

Advertising Agency: JWT Singapore
Executive Creative Director: Tay Guan Hin
Creative Director: Koh Hwee Peng
Art Director: Karan Dang
Copywriters: Kenneth Chia, Gao Yuanheng
Illustrators: Tay Kok Wei, Karan Dang
Planner: Gino Borromeo
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Highest Rated

Guest's picture

I do not agree with ms copy writter about not using religion. To me the figure is a graphic icon, it can be a roll of dancers, right? and this is our culture, it is alive, it is real, it is part of our life, why avoid it?? These are all icons that represent Asia and no one else has it. Be proud of it, promote it, talk about it, urgue about and even fight about it. AND NOT AVOID IT. We are not a politicion, we are creative designers!

cheewai

Guest
themolehole's picture

This is rather interesting! Wished the body copy could be slightly bigger though.. cause it's rather hard to decipher what it's trying to say/sell.

themolehole
Activity Score 30
Copywriter
Guest's picture

so much media to handle ... u can grow the hands .. but the ears remains 2 only ... how ironical !

Guest
Guest's picture

No, it is ironic, not ironical...

Guest
prasanno's picture

hard to read the body copy... but i like it...clean. ;-)

prasanno
Activity Score 102
Graphic Designer
Miss Copywriter 22's picture

they shouldnt have used a religious medium. Devi Matha does not listen to ipod....even a broad minded person like me shirked a bit when i saw this ad..

Miss Copywriter 22
Activity Score 175
Copywriter
wildbore's picture

agree wt miss copywriter!

wildbore
Activity Score 749
Creative Director at - - -
sintra's picture

Yep good point , not wise to use religion.

sintra
Activity Score 699
Administrative
Guest's picture

This is disgusting you should not have used any gods figure, i think it would be still better if have use the simple a lady image on casual dress..

Guest
Guest's picture

Like the idea

Guest
Guest's picture

granted this figure has four pairs of hand. but how many ears does it have. if they wanted to use hindu mythology, they could have easily found characters with multiple heads too.

Guest
Miss Copywriter 22's picture

there is a character with multiple heads too....whatever way you try to justify there is a certain imagery that certain people immediately make a connection with , and it has its positives and negatives....i only said its better to do away with the negatives and make an ad that everybody agrees with....people who know hindu mythology will know what this image is all about....

Miss Copywriter 22
Activity Score 175
Copywriter
Guest's picture

You're right.

Guest
Guest's picture

Please Dont Play with Hindu Emotions.

Guest
Guest's picture

jus loved d concept!!

Guest
himanshu prabhakar's picture

BAd

himanshu prabhakar
Activity Score 471
Art Director at Discovery communications india pacific |

Himanshu Prabhakar

Guest's picture

The Hindu outrage. I am a Hindi, I didn't find anything offensive, although I found the ad bad.

Guest
Sushi lover's picture

I don't understand why integrate with ipod into the ad, any specific meanings behind?
As others said, bad to use religions, it is kinda risk.

Sushi lover
Activity Score 907

Dream needs to be big!

Guest's picture

good

Guest
Guest's picture

I am not a hindi, but i dont think the idea or the visual demeans the God, but then its my view.

Nice work btw

Guest
Guest's picture

am a hindu but i would agree with you. I dont see anything offensive.

Anyways, the work seems to be for the fraternity and is well communicated.

Guest
Guest's picture

Well Communicated...

Guest
Guest's picture

its nice

Guest
monsieurange's picture

Fantastic!

monsieurange
Activity Score 520
Creative Director
Guest's picture

good one ***********

Guest
Guest's picture

Like it and belive its working and because of that i dont wont to bother about 'LOGICS'

Guest
Guest's picture

Goddess Devi holding many IPODS with her many hands, communicate an ad for an awards function???????? in what way is this well communicated?????? a religious medium can be used if the concept actually works ! but i don't see this working ... its stupid....

Guest
Dzsoi's picture

I agreed but atb has enlightened me. It is just an iPod ad with an "Asian touch". Still, I don't think this is a good solution to advertise an ad contest. Do something more general, don't advertise iPod.

Dzsoi
Activity Score 8611
Copywriter
atb2005's picture

@guest and @Dzsoi

JWT decided to put an Asian spin on well known Western ads.

atb2005
Activity Score 13557
Guest's picture

I do not agree with ms copy writter about not using religion. To me the figure is a graphic icon, it can be a roll of dancers, right? and this is our culture, it is alive, it is real, it is part of our life, why avoid it?? These are all icons that represent Asia and no one else has it. Be proud of it, promote it, talk about it, urgue about and even fight about it. AND NOT AVOID IT. We are not a politicion, we are creative designers!

cheewai

Guest
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