D&AD 2019: East Creative meeting West

Agency: McCann Shanghai

Guest speaker: Tomaz Mok (Chairman / Founder & CEO - China 4A / MATCH Communications, Creative Chairman -McCann Shanghai)

Tomaz showed the conference a blend of ads representing global brands going local and how local brands can look to be global, as well as sharing his thoughts on current trends in creative solutions in China.

Focusing on products with local language:

Timberland sounds like ‘can’t kick it broken’ in Chinese, it’s a clever play of sounds and words and was a nickname originally created and shared by Chinese users online. Timberland embraced the name in the new series of ads, showing knowledge of their local markets and creating a positive resonance for the product itself.

Global celebrity presence for local brands:

Are You Hungry App commercial featuring Kobe Bryant

Creating emotional pieces:

An Apple X commercial - a touching short film about family reunions during Chinese New Year based on a true story. It’s shot entirely on iPhone X, directed by Peter Chen. The film is named 3 minutes. Watch the film.

Global brands going local and vise versa, using humour:

Nike - Don't believe me, just believe what I can do

Huawei Mate20 commercial - Astronaut