Title | WORD OF MOUTH |
Brand | BRAIN MAGAZINE |
Product / Service | BEST ADVERTISING SLOGAN AWARDS 2017 |
Category | B04. Posters |
Entrant | ADK TAIWAN Taipei City, CHINESE TAIPEI |
Idea Creation | ADK TAIWAN Taipei City, CHINESE TAIPEI |
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 |
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...
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.
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".