15th Feb 2012 – Mediakeys has been appointed by Forever 21 HQ in Los Angeles to orchestrate Forever 21 flagship stores openings oversea: after several cities in Europe, Mediakeys broadcast Forever 21 campaigns on the Asian market with Hong Kong opening as a start.
Mediakeys created and plan “tailor-made” solutions in the following cities: Vienna, Antwerp, Brussels, Barcelona, Hong Kong and more recently in Paris, using a mix of spectacular sites and networks to combine impact and repetition – as well as local medias like radio and cinema for a local print: creating a very frenetic effect all over the world and turning shop openings into a real worldwide fashion events.
The main objective of the fashion brand was to present the arrival of Forever 21 overseas as an exclusive event to efficiently increase the brand awareness and drive as much traffic as possible to the store.
As a full service international agency, Mediakeys also handled the creative adaptation for the whole campaign including production of radio and cinema spots.
As an example, in Hong Kong Mediakeys organized a very impactful coverage with a strategic MTR Causeway Bay domination located at the exit of the station and just in front of the store, 20 Emperor bus wraps and a very noticed tramsmart at Yee Wo Street. The reach was estimated to 445 000 daily eye contacts.
In Paris, Mediakeys broadcasted regional radio spots, tactical cinema advertising, regional print with free daily newspapers as well as OOH in Forever 21 mall and local transportations.
Always taking into account local specificities to put into action global media bias.
Paul Cahierre, President of Mediakeys, said: “Our team has demonstrated its knowledge of the local markets and capacity to broadcast adapted and effective communication campaigns: worldwide and in a very short notice. A real challenge that we met thanks to our very flexible structure and a good/ reactive relationship with our client in Los Angeles”.
This is the follow up to Part 1. Today we take a look at Playboy’s OOH campaigns. (Out-Of-Home aka Outdoor advertising).
The first OOH ad below was the creative use of a fabric material that will become semi-transparent whenever it rains or got wet. So when it is dry, it arouses the curiosity of men (of course)
Below is another campaign targeting at night crowd where this billboard is located. The lights are positioned in such a manner that when it shone onto the carefully chosen skin tone background, it created a visual illusion from far, do you see what I saw?
The below OOH campaign uses another proven format – the floor sticker. It has the graphic of a woman’s reflection from down up. (The international term is “Upskirt”). Such clever use of location created an impact to the intended consumers.
Lastly we end this series on Playboy, we take a look at other “below the line” advertising used by the brand. Below, you will see a giant beach towel designed to the like of a Playboy Magazine cover. And the user, supposedly a female, will be in a bikini and sunbathing in the center of the towel. A view from the top or far side reviews the user to be the cover girl for the magazine!
While advertising porn is mostly illegal in many countries, we take a candid look at how creative agencies gets around the law and still have their way (or the client’s).
First, we take a look at a print ad from Playboy below. It sort of round off the evolution of adult porn through the decades. Using the simple concept of the “before and thereafter”, a pen scribble the trend of female pubic hair back then and today (time of printing). More reading up on the net reveals men does love a bush back in the 70s and the later generation of men loves a clean and trimmed patch. Though the ad is simple, it is certainly evocative and does portrays the truth correctly. Like all signature Playboy ads, the familar logo at the bottom right simply creates the desired branding effect on this ad!
Next we have another ad creative which the ad agency employs the use of visual tricks. Using angles and color saturations on a simple computer mouse and a lady’s fingers, the final visual creative a false view of a woman spreading her you-know-what. This ad has successfully fooled millions of men (or gotten the attention) and has successfully created an impact for the brand. Playboy reinforced their branding as a “fun” and “naughty” adult brand with this campaign.
Below, we have another ad creative from Playboy which again, uses a traditional-but-proven formula. Text.
The ad says “Who Says That Men Don’t Like Reading ?” and a quick second glance will reveals all the letters are made up of Playboy models (Naked of Course!)! This ad is to promote the printed magazine version of the brand. And I think the agency got it right for every picture (I mean the words).
The next ad creative we see below had taken a different approach (please bear in mind all the ads featured in this article are plucked from all over the world). While most of the printed ads are marketing the magazine, this ad is promoting the brand’s website and to direct traffic to the online platform. Using a pair of graphic hands which itself says “cyber”, both hands were positioned in such a way that a typical naked Playboy model’s boobs might be touched by a pair of hands (the graphic hands) of a hunk. This ad also allows “creative readers” to start drawing out that fantasies on the printed page. Fun right?
The next print ad we are going to see is promoting the Brand’s Channel. Well, another simple but powerful feat here by the ad agency. There’s this saying about “Fast Cars & Hot Chicks” that the 2 will always be together. The ad uses a super car and then have a TV placed on the bonnet, switched on and playing a naked Playboy model in it. Crudely but effectively brings across the theme (or the so-saying)!
Playboy shows their support against animal abuse and in support of PETA, came out with the below ads.
I will leave the rest to you to figure out why this ad was made this way. 🙂
Last but not least, I found an ad copy online which is campaigning against Porn. This ad creative was claimed by many netizens that it originated from UAE. While I do not understand Arabic text, many had claimed that this ad is a campaign by the UAE Agency that drives “Say No To Porn”. And taking the offensive, the agency used an adaptation (or out of convenience) of the Playboy’s signature Bunny Head and created this ad. I hope Playboy did not take offence though.
I shall return soon with Playboy’s OOH campaigns with more interesting details.
Meantime, have fun!
Working with “Foreign Talents”? What’s Your Take On this?.Email me at (firstname.lastname@example.org) should you have something to share with fellow Media Owners here.
Are you working with expatriates in your office? Are you getting unfair and inferior treatment as compared to the foreign hand? Are your expatriate colleagues or you foreign Boss a blessing or a curse? With so many international media brands and international agencies here in Singapore, it is very common these days to have expatriates working amongst us. Let’s take a look at these foreign talents that our country loved so much….
Let’s take a look from the negative side first.
Your “Regional MD” shows up at work at 10.30am in his usual crumpled shirt and bad hair. He smelt of stale vodka and you suspect he probably hadn’t brush his teeth since a week ago. He goes into his room and summons his local aides and find out if he missed anything, then gave some lame instructions and left the office for an extended “lunch meeting” with his fellow expats and return again to office at 2pm. He fumbles the papers on his desk and starts deleting all the emails from his Inbox and left the office for afternoon coffee break. When he returns again at 5.30pm, he starts flirting with the local female executives and tries to hook up someone for dinner and clubbing….. The cycle continues………..
This expat thinks he is superior to you in every way. His typical title will have “Regional XXX’ in front. He expects everyone to “Kow Tow” to him and will only take orders from him. He gave outright rejection to your creative ideas or proposals, but secretly edits your stuff and cleverly “converts” your effort into under his name. He will only take credits and will not accept criticism.
Now, before we move on to the positive side, let me clear some doubts here. All these “Regional” fellows are either really good so that they get promoted and get posted here to boost the operations here or they barely can survive in their own country so that they get posted out to other country to prevent a termination. Get the picture?
Wherever there are bad guys, there are bound to be good guys too. I myself had known a few humble and great expats. They came with the attitude to learn, survived base on their curiosity to this strange country where money speaks for everything and filled with an incredibly diverse culture. Humble is the key to success no matter where you are. I’ve become fast friends with a few of these humble guys and I sometimes hope more of such people can come to our country.
The Learner is here for a reason. To understand and to learn. These guys are similar to “The Humble”, but with a clear objective here. They are not here to vie for the top jobs and they are definitely not here to slack, the learner expat is here to absorb all they get exposed to. They asked questions on everything they are not sure and they are bent to understand whatever you know and make improvements to it when they brings those knowledge back to their countries of origin. You will know one when this person working with you reports to work very early and left only when everyone is gone.
So we have seen both the “good” and the “bad” sides of expats working amidst us in the media industry from Media Owners to Media Agencies. I am not stereotyping anyone here, but to raise the awareness of these “Foreign Talents” of their positive & negative influence on our industry.
Remember, Tabasco Sauce DOES NOT GO WELL with Char Kuay Teow.
* Total 422 Road Idiots Encountered on SG Roads.
* All Road Hoggers Dead.
* More "Media Free Play" from The Government.
* Form more Associations to represent the local media owners.