Can Asians lead the next creative renaissance on the planet? The session on ‘Asian Creative? A New Brief’ attempted to find out what is lacking in this context and how it can be tackled.
The participants were Akira Kagami, Global Executive Creative Advisor, Dentsu; Bruce Haines, Chief Strategy Officer, Cheil Worldwide; Kitty Lun, CEO, Lowe China; and Piyush Pandey, Executive Chairman and CD, South Asia, Ogilvy and Mather. The session was moderated by Tom Doctoroff, JWT North Asia Area Director, Greater China CEO.
Lun talked about the creative reaching out to the core of people and finding a resonance in their hearts to build a relationship of trust. It is this trust that brands can leverage, as in the case of online payment gateway Alipay in China.
Kagami spoke of the Kyushi train campaign that brought about positivity in the minds of people right after the Tsunami tragedy. Haines touched on the HomePlus creative in Korea, winner of the Grand Prix at Cannes, that worked on the insight ‘let the store come to the people’ and gave them the chance to shop through their smartphones, making a huge impact on sales.
Piyush Pandey talked of campaigns like Lead India that don’t sell products but make a huge impact. Doctoroff summed up the scenario in Asia as ‘Rise of new technology liberating new creative potential, adding value to the power of the creative.’