WORD OF MOUTH

TitleWORD OF MOUTH
BrandBRAIN MAGAZINE
Product / ServiceBEST ADVERTISING SLOGAN AWARDS 2017
CategoryB04. Posters
EntrantADK TAIWAN Taipei City, CHINESE TAIPEI
Idea Creation ADK TAIWAN Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Richard Yu ADK TAIWAN Chief Creative Officer
Kurt Lin ADK TAIWAN Group Creative Director
Yuzen Lin ADK TAIWAN Art Director
Maya Yang ADK TAIWAN Copywriter

The Campaign

We think the power of the good and classic slogans comes from the sense of “Catchy slogans will go on by word of mouth. It will go listen, repeat, listen, repeat, listen, repeat. So, numerous heads are created and their ears and mouths are at the same height so that the mouth of a person is connected with the next person's ear naturally. They are all connected one by one to speak the good slogan on and on...

Creative Execution

In the visual design, numerous ears and mouths are created at the same height so that the mouth of a person is connected with the next person's ear naturally. They are all connected one by one. We directly visualize the concept of "word of mouth". The copy on the visual image also enters into the first person's ear from the upper left corner and gets out from the last person's mouth in the lower right corner through myriads of people whispering. It not only gives the idea more interest when people see the call-for-entry press/poster advertisement, but also makes everyone fully feel the influence of the good and classic adverting slogans.

Indication of how successful the outcome was in the market

Unprecedented unique "Ear-Bite" visual, is widely acclaimed in Taiwan advertising industry. It successfully arouses the advertising workers’ interest and remind them to re-consider the importance of the advertising slogan, and it also entertain the target audience when they have the first sight to the call-for-entry press/poster advertisement. As a result, the funny visual press/poster makes this award to gain more attention, and the entries also increased more than last year.

We think the power of the good and classic slogans comes from the sense of “Catchy slogans will go on by word of mouth." To remind the advertising worker to attach the great importance to the slogans again, we use a simple but directly approach - visualize the concept of "word of mouth".