TBWAShanghai launched its third and last thematic campaign for Skittles in China, following the global realignment of the brand to Omnicom sister agency, DDB. TBWA Shanghai worked with Wrigley, a subsidiary of Mars Inc., to re-launch Skittles in China in 2009. Over the last three years, TBWA’s advertising and activation has been a key driver in Skittles’ extraordinary net sales growth by 600% versus 2008. China is now one of the largest markets for Skittles in the world.
Creative Agency: TBWA\ Shanghai; Client: Wrigley; Executive Creative Director: Chien Hwang; Associate Creative Director(s): Ji Peng; Art Director(s): Alex Avis, Kay Cho; Copywriter(s): Canfron Zhao; Director: Husein Alicajic; Director of Photography: Tony Luu; Production Company: Six toes/Photoplay; Production Company Head Producer: Haydn Evans, Oliver Lawrance; Executive Producer: Haydn Evans; Account Director / Senior Account Executive: Koo Yeat Mung; Account Executive(s) / Manager(s): Ada Yang
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More