Cannes Contenders: Leo Burnett Hong Kong
In the lead up to the Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
Leo Burnett Hong Kong
Since 1834m STAEDTLER coloured pencils have helped people express themselves truly and creatively. Nowadays, however, people rely mostly on texting through mobile devices to communicate thoughts and feelings. In Asia, emoji is a popular way to add personal touches and emotions to text messages. But are these cookie-cutter graphics enough to express every individual’s unique feelings? Introducing “MEmoji”, a mobile app that allows you to use virtual STAEDTLER coloured pencils to create your very own emoji or MEmoji. Everyone could illustrate their feelings, genuinely and uniquely.
Leo Burnett Hong Kong
To promote Casablanca as a brand focused on quality bedding products, we created a direct channel by turning your computer’s generic sleep mode into a personalized Casablanca showroom.
With face-mapping technology, we took your portrait picture and personalized your computer’s sleep mode, letting you see yourself sleeping perfectly on Casablanca products, filling your dreams with content from your Facebook feed, and pushing promotion offers in real-time.
STAEDTLER Pencils “Concorde”, “Architecture”
Leo Burnett Hong Kong
More and more, the younger generation has succumbed to the convenience of digital technology and replaced the classic technique of pencil sketching with digital sketch pads. STAEDTLER intends to remind people that the power of creativity comes from the freedom and inspiration of pencil sketching. Using classic design icons in various categories, we show how these designs were born from pencil sketches by magnifying and crafting STAEDTLER’s pencil tip graphite into microscopic miniatures of these icons. This time, groundbreaking architecture and aerospace design are conceived from the tip of a STAEDTLER pencil.
Casablanca I-Pillow Print “Goodnight, troubles”
Leo Burnett Hong Kong
As a brand focused on quality bedding products, Casablanca aims to provide quality sleep to everyone – introducing I-Pillow, which can improve the quality of sleep and therefore the physical and mental health of its users. To show people that a good night’s sleep can help relieve the stress they have, we created mirror images centered around the I-Pillow. On one side, we show a character sleeping well. Mirrored on the other, we show the source of their daytime stress, also sleeping soundly. This illustrates the message of “When you sleep well, your troubles sleep well too.” We put up these posters in every Casablanca retail store in the city, and used a quirky illustration style to further reduce the feeling of stress, and to give the work an interesting, slightly dreamy tone to reflect the product’s sleep theme.
