|Title||TO ADMIRE/TO DIMINISH (SEEK YOUR WAY CAMPAIGN)|
|Brand||THE ONE CLUB GREAT CHINA OFFICE|
|Product / Service||PORTFOLIO NIGHT|
|Entrant||SERVICEPLAN BEIJING, CHINA|
|Idea Creation||SERVICEPLAN BEIJING, CHINA|
|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|
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.
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?”
• 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.