Friday, April 29, 2011

The Royal economy.

3 billion – Estimated TV audience (40% of the world’s population!)

327 million – Estimated number of Royal wedding related photos to be taken on digital cameras!

26 million – Estimated sales in £s of Royal wedding merchandise

5 million – Estimated cost in £s of policing the Royal wedding

1.1 million – Number of people estimated to be visiting the capital

1,900 – Guests invited to the ceremony

They call it the wedding of the century. OR a fairy tale wedding. Hang on, didn't they say that about Princess Di's wedding? Look what happened to the fairy tale. They should give this royal couple a different spin instead. Like 'fresh hope' or something :P

This wedding is pure economics and a great opportunity to rebrand the royal British family (especially after years of bad press and London's current lacklustre economy). If you really think about it, it is an awesome PR campaign for British tourism as they prepare to host approximately 600,000 tourists arrival for this event that will add approximately 30 to 50 million pounds to London's economy. And imagine the mileage that will go on and on and on after that. The trinkets, the memorabilia, the many times you hear *kaching!* because of this royal wedding. It is estimated that 20,000 people will pay 300 pounds upwards just to get a glimpse of the couple. Kaching! Kaching! Kaching!

It's amazes me to see the brand power of one royal family. While laymen are willing to 'buy' into this marketing frenzy, what exactly is the brand promise? Forgive my nonchalance, but I might have missed it. The camera flash must have blinded me.

*Stats from here and here.

Sunday, April 24, 2011

God answers prayers.

Since 11th March, prayers were silently whispered and violently appealed. Today, God showed me that He had heard me. He too is crying for Japan. And He will bring about change. My prayers, your prayers, are important. And let's continue to do so, while Japan unites and rebuilds herself. Happy Easter everyone.

Thursday, April 21, 2011

1Melayu, 1Bumi?

Utusan Malaysia published utter bullshit today, calling for UMNO (Malays) to unite against DAP (Chinese). Again, he just conveniently left out the Indians and our other native fellow friends.

Original post is here. Translated version is here.

Couple of things that I just wanna clarify...

1) When there are slogans calling for 'change' that came about during the general election, state election, etc, it doesn't mean ONLY Chinese are calling for it. It was called by people who are basically fed up with the incumbent's inability to govern the country responsibly, with integrity and accountability.

2) Sin Chew may have the largest circulation in Malaysia, maybe that's because the Chinese reading Chinese READS!? Don't put the blame on others for Utusan's low circulation, Mr. ASSISTANT CHIEF EDITOR. I don't read Chinese, so I don't read Sin Chew. I read CNN online. I don't buy Sin Chew JUST BECAUSE I've got Chinese blood. So what am I? A Western Chinese traitor that's occupying space in YOUR bumi?

3) 'Mereka telah menguasai segala-galanya' (refering to Chinese controlling everything in this country) - because the top 10 billionaires are Chinese, almost all successful enterprise are Chinese owned, and Chinese kids dominate expensive schools and colleges. Do you wanna know why Mr. ASS. Editor?

A) How much do you think the government has taken from these top 10 billionaires in Malaysia? You think they are clean? They and I are both with Chinese heritage. I don't know them, I'm not friends with them, I don't think they are any less of a gangster than UMNO, I won't vote for them even if they run for politics because they are into selfish personal gains, and honestly... I DON'T CARE IF THEY ARE CHINESE.

B) I don't care if all successful brands/products/companies are owned by Chinese - I buy because they offer the best option for money. And they pay good money for strategic advertising. I admit I am influenced. YTL is Chinese. YTL has their Yes campaign, bluffing the public with their fastest 4G something something. I am Chinese. I use Maxis which is INDIAN-OWNED, you DOO. Simply because I think 4G sucks big time and cannot deliver their brand promise as communicated by the multimillion dollar slow mo' campaign.

And C) I went to Taylor's College. Then to Limkokwing. Then graduated in RMIT in Melbourne. Because I cannot get into Malaysia's BEST university apparently (cukup kuota). And I don't want to study 'fishery' in Kedah should I take up your scholarship offer. Is that clear enough? My parents paid good hard-earned money. I came back and worked my ass off and made sure my parents are now well taken care of. Because I never had anything for FREE, you DOO!

So... stop telling me all these bullshit about Chinese superiority in Malaysia. I am NOT Chinese. I am a Malaysian. You are NOT Malaysian. You are Malay. Because that's what you propagate. Let's keep that crystal clear.

Thank you very much for awakening me on this Tuesday morning.

Tuesday, April 19, 2011

The production timeline for TV commercial these days.

Read this today:
In an effort led by agency Crispin Porter + Bogusky, a total of 10 commercials were produced in two days. (Watch one version below.) Two of them appeared on TBS, while the remaining eight have been available on Kraft's Facebook page for its "Macaroni & Cheese" product line. Kraft called the initiative "Mac & Cheese TV."

And watched this today:

Know what this tells us?
For social integration on ATL campaigns, agencies will now have to up, up, up, up, up efficiency in planning and production. Goodbye 3 months production time, or goodbye social integration :) Which can we afford to sacrifice in the coming days? With no compromise on production quality? Well, we better start practicing now. I'd love a bit of challenge ;)

Sunday, April 10, 2011

Saturday, April 9, 2011

Jadikanku kenangan terindahmu.

They're inspirational, looking forward to see more regional musicians from our local shores tho'

Friday, April 8, 2011

The world isn't what it is. It's a mind trick.

Dan Simons brings us through again the illusion of our mind. How we trick ourselves to perceive what we think we perceived as the ultimate truth. Unknowing that two people looking at the exact same visual could be conjuring different perceptions. This really changes the game for advertising.

Need more proof?

Thursday, April 7, 2011

The distinctive difference between Creative Direction and Creative Solution.

This article was shared by a fellow creative thinker who asked 'Who would go to the end of the rainbow, with me?' only to be echoed by crickets chirping. I am not in creative, and definitely far far far far farrrrr from being a Creative Director (the horizon isn't even remotely visible) but one thing I do know, is the importance of thought leadership.

Ironically, I was discussing with a team mate this morning about a recent pitch. No doubt, all ideas are worthy. A campaign is a bunch of ideas strung tightly by a meaningful singular proposition, visibly coherent, leading towards the same vision. A campaign is NOT a laundry list of to-do items and wishful thinking. Perhaps the direction wasn't clear, maybe it will be clearer if we practice harder. I still believe there's a pot of gold at the end of the rainbow and have faith we will get there. Till then, enjoy this inspiring piece:

Creative Direction vs. Creative Selection
1st April 11

Posted by Saneel Radia Posted in creativity

Author: Pelle Sjoenell (@pellesjoenell), Executive Creative Director, BBH LA

I believe Creative Direction isn’t just Creative Selection. I’ve noticed the two are often confused and I think it’s the result of agency process. Creative Direction is about having a vision and making sure the vision is clear to everyone involved. Having a vision doesn’t mean coming up with or choosing the ideas. Having a vision is about leadership, constantly inspiring and instigating. That’s why Creative Direction has to start early in collaboration with planners, even before a brief is written, and follow through to the end of the rainbow. In other words, if Creative Direction is done right, you should never have to select. You never need to resort to the role of a bouncer. Or simply giving things thumbs up or thumbs down.

The process can only be fixed if the Creative Director doesn’t sit above others. Creative Director is just another kind of job. No one works for a Creative Director. Everyone works for the idea. The idea hires us and we go to work. The Creative Director’s relationship with the idea is unique. It’s a combination of three professions – a politician, a farmer and an assassin. The politician handles the multiple stakeholders of the idea, traditionally pursuing different agendas. The farmer’s part is to nurture the idea so it can grow from interesting to awesome. This means identifying which add-ons, or fertilizers, will make the work better and which will hurt the crops. Lastly, the Creative Director needs to be able to shape shift into an assassin. This means isolating any threat against the beautiful, fragile idea, and putting it to sleep forever.

Playing these three roles requires the Creative Director to be involved early and broadly. It’s when Creative Directors are involved late, or are too far removed, that their job becomes that of Creative Selection. Ultimately, that’s but a minor part of the job.

Wednesday, April 6, 2011

A short haunting film by Malcolm Sutherland.

Strangely haunting. Reminds me a little of Princess Mononoke.

Sunday, April 3, 2011

Cat paws Saigon.

Argh. Malaysians!

Vietnamese guerrilla civilians, protecting Cu Chi (pronounced as Koo-Chi) Tunnels area by setting up traps for American soldiers.

Guy demonstrating (no cats were harmed in the process).

Now you don't see it.

Now you do! Small entrances into the tunnel are scattered everywhere. Usually a bomb will be placed on top of the 'door', so if an American soldier accidentally stumbles upon the door, he will be blown off to smithereens before he could alert the rest.

Lady making rice paper for spring rolls.

A massive crater caused by a B52 bomb.

Another less discreet entrance of the tunnel. Caution to those who are claustrophobic - seriously? Don't bother. We only did a short distance of 20m, but it would be most comfortable to crawl all the way.

Smoke diverted from the kitchen area in the tunnel. The Vietnamese only cooked in the early morning so that American bombers will mistaken the smoke as mist.

Toilet stopover - a lacquer ware factory. There are different types of lacquer production, this one uses duck eggshells instead of the usual mother pearl.

Everyone hard at work.


This clearly isn't for the faint-hearted...

To have the best Pho in the world, you've got to be in Vietnam. Unmatched rivalry.

Uh. Yes, Cat was very hungry...

4 things to do in Ho Chi Minh City before you die?

1) Ben Thanh Market - it's your one stop shop for every lifestyle needs imaginable (almost).
2) Rex hotel and 5th floor roof top bar - charming little place, mixture of modern and vintage style, lovely people and absolutely heavenly bed (Westin, move over).
3) Pho Hoa at Pasteur Road - Almost hole-in-the-wall place but superbly famous. I prefer my Pho from another restaurant but, it's still good :)
4) And one more that I absolutely have to add... it's the cyclone ride. You've never seen Ho Chi Minh if you've not been properly introduced via an extremely exciting cyclone tour at night :))

Till next time! Tạm biệt!

Dear Santa...

Please please please please please pretty please please please please!!! I promise to be good for the rest of my life! Thanks Kantang for sharing!

Saturday, April 2, 2011

Friday, April 1, 2011

New application for YouTube playlist creation.

What if people don't need to download music anymore? What if we could arrange our own playlist via a YouTube application, so that it plays music videos which we like. What if it can track random tracks we may enjoy (e.g Pandora) and keep it playing in the background while we do whatever we need to do online? Do we need to own music anymore? How would that once again revolutionize the music industry?