沒有百萬金元製作費, 沒有大明星大陣容, 卻引起全港注意。這個應該是香港近期最受歡迎的廣告, 連雜誌也登刊了有關訪問, 他們走訪了負責創作的公司, 客戶以及最搶鏡的小演員, 鋒頭一時無兩, 聽說那段背景廣告音樂有得download做ringtone。截至這篇blog出街, 它在YouTube的點擊次數高達111,618次, 深得香港市民的支持。
怎樣為之是成功的廣告? 這個萬寧廣告扼要說明了。作為廣告人, 想贏得金帆創意大獎, 還是想贏得全港市民支持, 贏哪一樣滿足感較大呢?
今早, 把朋友提出的SCMP報導與一班學生分享, 學生問我: Miss你想唔想攞金帆? 我無言, 但心裡答 (當然想攞, 但要攞得光彩, 有群眾支持作基礎, 有市場業績作支持, 而不是小圈子的遊戲!)
Gov to send copycat champions to international awards 。。^.^'是朋友今早在這裡留言的第一句, 他引述了今天出版的南華早報SCMP。當中的一篇文章,好值得思考…
近月出籠的施政報告鼓勵本港六大創意產業, 廣告界與創意產業有直接關連, 政府當然大力支持, 今次更破天荒出錢支持廣告公司參加海外的國際性廣告獎。事實上, 大型跨國廣告公司一向都會撥出預算, 讓優秀的創意作品出戰海外參加國際大賽,好為公司擦亮創意招牌, 增加知名度, 從而招攬更多生意。若你有看這個blog的前兩篇, 對於今次香港政府主動提出支助今年金帆廣告大獎得主,你猜會否惹來爭議呢?
再者,大型跨國廣告公司並非沒有錢。我有份納稅的, 敢問政府, 你問吓我意見好唔好!
SCMP有關報導全文如下:
Title of the article: Ad award winners get funds to shine overseas
SCMP Reporter: Vivienne Chow
Date: Nov 30,
A new funding scheme aims to see home-grown advertising talent acknowledged on the world stage.
CreateHK has earmarked HK$600,000 from the HK$300 million CreateSmart Initiative to fund winners of the Kam Fan Awards, the grand prix of
Winners of the awards, organised by the Association of Accredited Advertising Agencies of Hong Kong (HK4As), will attend three prestigious international advertising award ceremonies - the Cannes Advertising Festival in
The money will also fund participation by local young advertising professionals in two competitions in
Alan Siu, acting head of CreateHK, said more exposure for local creative talent on the international stage was important for the development of the creative industries.
"But if these companies choose not to go because of finances, it'll be a real pity," Siu said. "By providing assistance to participants, we hope the talent can shine on the world stage."
Siu said that the Film Development Fund had been funding Hong Kong films' participation in international film festivals, and many had garnered international acclaim and awards - boosting the reputation of the
Siu said those representing
"When they return to
The modest funding would cover participants' air tickets and accommodation, and participants would be required to share rooms, where appropriate, Siu said.
HK4As said the estimated cost of the six-day trip to the
Representing Hong Kong at the three international advertising award ceremonies will be two representatives of Leo Burnett Hong Kong, which won the grand Kam Fan and print Kam Fan awards for its Life Yoga "Sweat Campaign"; and one representative from McCann Worldgroup Hong Kong, which won the interactive/direct Kam Fan category with its "One Walk" campaign for Jet Li's One Foundation.
Leo Burnett Hong Kong executive creative director Connie Lo said she was grateful for the sponsorship and that without government sponsorship, a decision to attend the awards would have been difficult.
Siu said CreateHK was also discussing similar funding plans for other creative industry talent.
As of October, CreateHK has received more than 30 applications for funding from the CreateSmart Initiative and nine, involving HK$15 million, have been approved.
前兩篇提及過今屆香港廣告金帆大獎得獎作品, 有人發現它的執行手法跟John Ross為Manic Street Preachers樂隊於2004年設計的 Life Blood唱碟封套很類同 (見上圖), 謂有抄襲之嫌。人家有血, 你有汗! 是參考還是抄襲, 還是根本不可混為一談呢, 你看如何? 答案自在人心! http://sleevage.com/manic-street-preachers-lifeblood/
2009香港廣告界HK 4As最高榮譽的創意獎項, 金帆大獎(Kam Fan)得主是這一套三張的海報, 為一家瑜伽公司作推廣宣傳, 出自香港的李奧貝納公司。右下角有細細的標題寫著: Sweat off your flab, Hot Yoga at LIFEyoga
