The South China Morning Post —one of Hong Kong's leading morning papers owned several book stores throughout out the city.
They wanted to announce that they had installed a state of the art search engine that would make it super easy to find any publication in any of their stores.
Concept: Philip Rowell/Nick Goodey/Ferdinand van Aphen
Art Direction/Illustrations: Ferdinand van Alphen
Copy: Philip Rowell.
How do you announce the most boring event for people that already have everything. The last thing the affluent clients of the Swank Shop (designer fashion) needed to hear was of the upcoming seasonal sale event. We took that very literal...btw, it did not keep them away.
Concept: Nick Goodey/Ferdinand van Alphen
Art Direction: Ferdinand van Alphen
Copy: Nick Goodey, Philip Rowell/Gavin Barrett. Agency: JWT Hong Kong
Photographer: Justin Chan
Another eye catching Sale announcement campaign for the fashion hungry clients of The Swank Shop.
Agency: JWT Hong Kong
Concept: Nick Goodey/Ferdinand van Alphen
Art direction: Ferdinand van Alphen
Photographer: Almond Chu
A pro bono campaign to help safe the tigers in South East Asia. The situation was especially grave in Thailand, where f.e. poor farmers turned into poachers to keep their daughters safe from prostitution.
Concept: Nick Goodey/Ferdinand van Alphen
Art Direction: Ferdinand van Alphen
Copy: Nick Goodey, Philip Rowell, Neil Riley.
Photo's courtesy of The Tiger Trust.
The Swank Shop is the to go to store in Hong Kong if you are after designer clothing. As a high end multi brand retailer they counted the local rich and famous among their clients. Needless to say that many French and Italian fashion house was represented by The Swank Shop.
Which was always a good reminder to celebrate on the 2nd of June and the 4th of July.
Concept by Gavin Barrett/Nick Goodey/Ferdinand van Alphen.
Art Direction: Ferdinand van Alphen
Photographer: Ferdinand van Alphen
When doing business in Asia, it helps to have friends in high places. Which is precisely why, in addition to their American and European crews, United Airlines hired Asian flight attendants. Men and women that came from the same cities, ate the same food and even spoke the same language. So you'd be sure that all your needs were understood.
Photographer was famed Magnum member Bruno Barby and the images were shot in Bangkok, Kowloon and at the old Hong Kong airport Kai Tak, which was situated in the middle of the harbor. All models were real local flight attendants from Thailand, India and Hong Kong. It was a very giggly casting.
Copy: Gavin Barrett.
Agency: Leo Burnett Hong Kong
The wealthy Hong Kong entrepreneur David Tang approached us at JWT to help create a newspaper ad that would announce the opening of his first Shanghai Tang store in the beautiful old Pedder Building. The interior of the store was modeled after an old interior you would have found in the Shanghai of the 30's. Everything from suits, dresses, hats, shoes, home product was fashioned to that time. A real magical emporium.
Concept: Nick Goodey/Ferdinand van Alphen
Art Direction: Ferdinand van Alphen
Copy: Nick Goodey, Neil Riley, Tan Shen Guan
Agency: JWT Hong Kong
Introduction of a new color range of make up, called Sandstorm. All the colors were represented in the image.
Concept: Bernd Weeke and me.
Agency: BBCW/Y&R
Two ads from a larger campaign effort to promote the BMX boxer engines. A nice example of lateral thinking, using the dog as the metaphor for powerful and playful. These engines were superb examples of solid German technique.
Agency: PPGH/JWT
Orange was one of the new big telecom providers in the Netherlands and came with a powerful message that whatever credit you had left on your cell phone at the end of the year, would carry over to next. Before that it was common practice with the competition to take unused credit back.
Agency: Not Just Film/Red Cell
CZ Healthcare is one of the more progressive providers in the Netherlands, making sensitive issues less taboo by openly addressing them in print ads, tv commercials and online.
The two examples here are addressing organ donor issues and STD's and what to do when either occurs. In the case of presuming having contracted an STD, viewers are urged to visit the CZ website anonymously to figure out what the symptoms are and what next steps to take.
Agency: Not Just Film/Red Cell
Just before the ad ban came to effect in the Netherlands our client Lucky Strike wanted to mark this almost historical event with what we dubbed as Famous Last Ads. The famous part came only afterwards after the ads became part of a permanent advertising exhibition in the Berlage museum in Amsterdam.
The three days before the ban came into effect these three ads appeared in daily newspapers. From here on there was no advertising in any media allowed anymore.
A year before we had started already to create a different brand language for lucky Strike in different media, that would not involve logo but was solely designed around type, colors and a way of expression in words. Central in this new language were 4 colored dots that were basically the deconstructed Lucky Strike logo.
Agency; Not Just Film/Red Cell
Formerly a travel organization for students only, NBBS had widened its target audience beyond a couple of years before and was now offering packaged trips to anyone that wanted an amazing travel experience.
Shot as small vignettes, what you see at first does not seem quite the same at the end. NBBS Travel. What is your story?
Agency: BBCW/Y&R
A couple are skinny dipping in what appears to be a small pond. The camera pulls back and the sound is amplified to reveal that the couple are actually on the edge of a huge cascading waterfall.
EnBW is one of the larger energy companies in Europe. Based in Germany they entered the Dutch market and asked us to come up with an introduction campaign. At that point in time the market was being flooded by similar companies as the government oversight had been lifted. It was a free market system from there on.
Instead of pointing out the boring aspects of the energy market and what the advantages were of one company over the other we decide to give the term electricity some more substance on a human level. This would also benefit the brand perception with a new audience. The idea was born: visualize electricity between people. With powerful b&w images shot by British photographer Jillian Edelstein — but inspired by the work of Richard Avedon — we illustrated emotions like Argument, Silence (tensed) and Giving Comfort.
The tagline reads EnBW. NEW ENERGY.
Agency: Not Just Film/Red Cell
Another aggressive market to operate in UPC was offering more economic packages for the winter season. People are more at home during that time and are probably watching more television, use more internet and phone. A good reason to offer some more consumer friendly packages and discounts.
Our idea took us to the Ice Hotel in Kiruna, Sweden. Above the arctic circle. November was the month and the hotel not build yet. The solution was to set up sets in the storage facility of the still to build hotel. You have to picture this. A large industrial looking type of hangar next to a frozen lake (where they harvest the huge ice blocks needed to build the hotel). A constant temperature of 5 degrees Fahrenheit (-15 Celsius) where the ice block harvest of last year was stored. Waiting to be used for this years hotel.
The local ice craftsmen helped us build a set that we could easily change around to make it look slightly different for every execution. A hair blower was attached to the camera to keep the shutter from freezing.
Since the Italian Giorgetto Giugiaro had started working with Spanish car brand Seat, the designs had become more interesting and sporty. Until then the designs had been very average and dull. So was the brand perception. Since Seat became part of the Volkswagen/Audi Group and the collaboration with Giugiaro a lot has changed and the designs look dynamic and the brand is perceived as sporty and spicy. That is what we tried to message in the marketing and advertising as well. As Spanish tradition learns us we wanted the brand to show cojones.
An existing model —the Seat Toledo— was outfitted with a stronger, sportier engine. We sought a metaphor in a black Spanish racehorse after the races. All damp and steamy from the performance run.
There is a saying in Dutch that your car sticks like a block of concrete to the road. We really took that block to the road. Announcing the new Seat Ibiza Sport.
Long before the ad ban for cigarette brands —like Lucky Strike— came into effect, we worked with our client to design a new brand language so consumers could still identify their communication in the future. Even without the use of a logo.
Part of the new ways of communicating were the cigarette packs and the foil in which they were wrapped. These so-called splat packs would become the carriers of all kinds of messages. In this particular example it is promoting a small travel guide, featuring a couple of European cities. The colors red, white, black and olive were he main brand colors used across all designs. Photography always in B&W.
These visual executions —printed on the packs' foil wrapping— promotes Filters and Lights.
Racing Monster...this direct mail piece was directed towards F1 journalists, to keep the Lucky Strike/BAR/Honda team top of mind. Internet speed guaranteed.
The number 22 on the pits mouse referred to the number Jenson Button was using on his car.
The mouse pat was made out of original F1 —used— racing tyres.
Another direct mail piece for journalists. This package would arrive towards the end of the season. It contained a disc with F1 sounds. Roaring car sounds, driving sounds like brakes, crashes etc. Once the disc was inserted in your computer you could alter all your computer sounds with a click to the F1 sounds. You would not miss anything until the new season.
The little black box mimicked a part of the race tracks tarmac.
Electricity company EnBW wanted a direct mail piece announcing flexible rates. We amplified that message by printing the entire mail piece on rubber. You want flexible, you'll get flexible.
I have worked with many hair and make up artists like Jo Strettell, Christy Coleman, Christopher Ardoff, Sil Bruinsma, Fulvia Farolfi, David cox, Ward Stegerhoek, Kevin Ryan, Didier Malige and many more.
Canadian magazine Dress To Kill asked us to do a 20 second video for their online Summer issue. As part of the video we also shot stills. We took a bold approach with a simple but effective color palette — red, white and black.
Special instagram format
Introduction campaign for a new fragrance by Hilfiger Denim. Launched in fall 2010. Target at a teenager audience. Gaffer tape was the main endorser of the message in all campaign materials. The message being to express yourself as LOUD as you can.
This campaign came together in close collaboration between creative team and the band involved in writing the music for the commercial -the Ting Tings from the UK. The track also appears on their latest album. Celebrity endorsement, next to the Ting Tings, came from Daisy Lowe -rock heiress- and Josh Beech. The experience was extended online with the LOUD RADIO STATION. The project involved naming of the product, packaging and product design as well as all other marketing and advertising tools.
Magazine with scent strip
In the Spring of 2015 we launched a new dual gender fragrance: ISLAND LIFE FOR HIM & HER. We did so in colaboration with our licensee Five Star Fragrance. Marketing materials consisted of national ads, scent strip inserts, in-store materials and a video.
