TO ADMIRE/TO DIMINISH (SEEK YOUR WAY CAMPAIGN)

Bronze Spike

Case Film

Presentation Image

TitleTO ADMIRE/TO DIMINISH (SEEK YOUR WAY CAMPAIGN)
ClientTHE ONE CLUB GREAT CHINA OFFICE
Product / ServicePORTFOLIO NIGHT
CategoryG01. Typography
EntrantSERVICEPLAN BEIJING, CHINA
Idea Creation SERVICEPLAN BEIJING, CHINA

The Campaign

Using the complexity of Chinese characters as metaphor— formed by strokes and radicals but its characters with opposite meanings often share the same radical— to imply how lost that the young Chinese creatives would feel without guidance.

Creative Execution

We launched a series of posters of a designed blend character which formed from two of the words that sharing the same radical but meaning completely the opposite. When young talents might see only one side of the words: “diminishment,” “weak” and “fear,” Portfolio Night enables to direct a right way to overcome the unknown and to provide a door of future. For the Chinese sign-off at the bottom, the first two characters are a double entendre: “Talents” and “In What Way,” which perfectly highlighted the purpose of the event: “In what way (your) talents can be spotted?”

Indication of how successful the outcome was in the market

• 39 known Creative Directors, ECDs and CCOs in China attended to mentor. • 400 schools participated. 200 tickets sold. • 7000 people reached via hundreds of One Show’s social media communities. • 100k online impressions only in two months. • Two local talents were selected for All Star Game in NY.

Credits

Name Company Position
Kin Chong Serviceplan China Chief Creative Officer
Marcus Ma Serviceplan China Managing Director
Adams Ho Serviceplan China Executive Creative Director
Locksin Chong Serviceplan China Creative Director
Cherie Luo Serviceplan China Creative Director
Siew Koon Tong Serviceplan China Group Head - Art
Nan Zhu Serviceplan China Senior Art Director
Zoro Zuo Serviceplan China Copywriter