CHARACTERS

TitleCHARACTERS
BrandCHENG TAI PROPERTIES CO. ZHUHAI
Product / ServiceZHU KUAN NEW TOWN
CategoryA15. Corporate Image
EntrantOGILVY & MATHER GUANGZHOU, CHINA
Entrant Company:OGILVY & MATHER GUANGZHOU, CHINA
Advertising Agency:OGILVY & MATHER GUANGZHOU, CHINA

Credits

Chief Creative OfficerCharles Chiu
Creative DirectorLianyu Cheng
CopywriterHanjiang
Account ManagerErica Wang
Account SupervisorLinda Lu
Art DirectorKobe Yu

English Translation of Main Headlines

Headline:698 days, within which we have done one thing only, which is something you would not notice. Even though you would notice it, we still finish it whole-heartedly. In the past 698 days, we pursue more than perfectness on the foundation, all the piles and each nail. All is for a strong and solid foundation for an easeful life in the future. Sept. 17, 2009,soar from here ---- opening ceremony of Pearl City! Local consumers are very concerned about the foundation settlement when they consider the quality of the buildings in this area. The developer devoted much time and energy to the foundation consolidation, which couldn’t be seen by the consumer at present but really has significant impact in their long time dwelling in the future. The creative idea is to metaphorically use the large blank area for the unseen foundation work done by developer.