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CREATIVE REVIEW
YANG YEO, CCO OF JWT SHANGHAI
Yang Yeo Chief Creative Officer JWT Shanghai
Known for his infectious laughter and passion for good food, Yang is also famed for shaping creativity in China since his arrival to Shanghai in 2006. He led China to its first Cannes Gold Lion win in 2008 with adidas Beijing Olympic campaign. A year later, Yang won more Lions with the beautifully crafted CEPF “Shan Shui” campaign, and walked away with the Agency of the Year accolade at AdFest. Most recently, Yang and his team won the first-ever Cannes Grand Prix for China with the Samsonite “Heaven & Hell” print ad. JWT Shanghai under Yang’s leadership has transformed into a true creative powerhouse and one of the most awarded agency in the Asia Pacific region.
I judged this campaign in a couple of award shows this year, “Yikesss!!!”, “Eeewww!!!”, “Ahhhh” were the initial reactions from the foreign judges. They’re not used to seeing legs, skin, head, and feathers attached to the meat produce they buy from the market. Unlike us Asians, we know the best way to keep the produce fresh is in their original skin. “Just like bananas,” I said. “Oh I see!”, raising their hands to vote it in, while looking the other way. Campaigns like this will resonate well in our region, but might not travel as well. I personally like it a lot for its arresting visual and clear benefit. Well done. M Wrap “Chicken”, “Fish”, “Pork” Creative Juice/g1/TBWA
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November - December 2011