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Tokyo

Campaign
Agency Network: 
Published/Aired: 
February 2010

Description

Print advertisement created by DDB, Hong Kong for Penguin, within the category: Media.

Advertising Agency: DDB Hong Kong
Executive Creative Director: Jeffry Gamble
Creative Directors: Paul Chan
Copywriters: Paul Chan, Jay Lee
Art Directors: O' Poon, Fei Leung
Photographer: Steve Wong
Retoucher: Bon Leung
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xcreativity's picture

some copy would be better in my opinion

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

hufflepoff's picture

Yeah bit lost without copy. Its like you're waiting for the pay off line

hufflepoff
Activity Score 430
Art Director at shwing
roel_bogers's picture

The others from this serie do need a pay off line.
But this one doesn't... very, very strong! The visual is amazing and is the message itself. Peace and silence.
What you see here is that famous crossing in Tokyo where hunderds of people cross the steert at any given time. But this time there is not a soul in sight, awesome!

roel_bogers
Activity Score 84
Bestpoint Productions
talkingisfree's picture

No copy needed!

talkingisfree
Activity Score 2712
Art Director
miko1aj's picture

of course – NO COPY here. It's great; both – insight and execution.

miko1aj
Activity Score 3086
raghavendra's picture

this ad is ambiguous in meaning...copy definitely required

raghavendra
Activity Score 232
Copywriter
Carlos Garcia's picture

Copy would have made it a lot better.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

Imagepro's picture

At least something.. I don't know what's he reading, I don't recognize the logo or brand. Therefore I don't get the point. Besides, the silence... A web address would fit great with the logo.

Imagepro
Activity Score 112
Art Director
silvi's picture

not original

silvi
Activity Score 4172
Copywriter
alejulimaty's picture

you don´t need a copy to understand that when you read there´s nobody out there, there´s no noice.

alejulimaty
Activity Score 842
brother buenos aires
Direstion's picture

and the copy is the book itself

Direstion
Activity Score 115
Planner at PZL advertising agency
archiwan's picture

can someone tell me what Penguin Tokyo means? i thought this ad is selling Toyota or Tower Records...?nope?

archiwan
Activity Score 55
Other at Assistant Architect, Malaysia
hermotsura's picture

archiwan, you're missing the point, mate. the figure is the key component of the picture. That, and the empty streets. i think it's pretty clear

in my opinion, however, the idea's pretty trite. yeah yeah, on books & escapes... blah blah blah

i like the manipulation work on the photo, but it's kind of the same thing with different backgrounds. you see one, you'v e seen them all... besides, all three people are standing. why? i don't see a reason why the girl with the backpack is not sitting on a curb or something. or one of the guys on a bench/steps. i guess the idea is that those books are so magnetic and enchanting, that they just stop mid-stride. only, they're not walking and that's obviously not the idea. ok, maybe this one looks like he's almost walking, a bit of a stiffer but for the sake of argument, i can accept that. howeva, the other two fellas are pretty static.

to me these people kinda look like they're waiting for a friend and since they're mighty bored, they opened a book. 20 seconds later the friend comes and they return to their more interesting lives.

i like those, but there's nothing exceptional about them.

hermotsura
Activity Score 254
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

Corbeen's picture

I agree.. If they were in the chair or something.. that would have been much better. I hate that they are standing. maybe even laying on the street would be enough..

Corbeen
Activity Score 1093
mrckais's picture

i think it needs a good copy because there are so many steps to get the idea

mrckais
Activity Score 417
Art Director |

mrckais

brandingworthspreading's picture

No need for a copy!!!! Do you know what penguin is?

brandingworthsp...
Activity Score 648
Copywriter at brandingworthspreading.com |

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Eri M's picture

Escape into a book. Really nice, no need for copy at all.

Eri M
Activity Score 82
Graphic Designer
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