INTEGRATED CAMPAIGN

Western Union sought to rebuild trust with the Jamaican community in Philadelphia after high transfer fees led to a rift and negative customer perception issues created a large gap in the market. With the help of AVCommunications, the goal was to create awareness of Western Union’s $0 transfer fee for Jamaicans to send money home. To accomplish this, they used the word ‘Boonununus,’ coined by the late Jamaican cultural icon Louise Bennett-Coverley, also known as Miss Lou. The term is used to describe something delightful and pleasing that can refer to a person, place or gift. The campaign featured collaborations with DJ Drama, BET’s DJ of the Year, and reggae artist Mr. Vegas. The campaign was populated across multiple channels, making waves across social media, digital banners, POS, TV and in the community through activations at Jamaican-owned businesses. The campaign earned over 11 million impressions, 1.36 million total views and a 4.75% engagement rate on Facebook.

Creative Team: Zeno Lam, Hassan Iqbal, Shaharyar Irfan, Kiran Iftakhar, Joyce Lau, Jan Uzun, Zhanna Bondar, Arlene Amitirigala

AD: Andrea Lau

CWs: Andy Wong, Caroline Yao

Designer: Tiffany Lai

SILVER: Print

The Google Pixel 6a boasts a real time translation feature which allows messages on chat applications to be converted into the language of choice. To communicate this feature to the Chinese immigrant population in Canada, Telus and Google created an innovative print ad and placed it in high Chinese readership publications. The “Carbon Copy” ad, by Response Advertising, consisted of three pages: one which carried the message in English, the back of the page showing the carbon imprint and the immediate next page featuring the message translated into Chinese.

Media Director: Arpit Dwivedi

Designer: Tiffany Lai

AD: Andrea Lau

With the “Translation Minus Translation” campaign, Telus and Google wanted to make the Chinese immigrant population in Canada aware of the real time translation feature of Google Pixel 6a. Response Advertising came up with an innovative OOH experience that translated the message in real-time, just like the phone; it used lenticular printing, which allows an image to appear to be changing or moving. As the audience passed by the various installations, the message displayed in English would, after a step or two, translate into Chinese. The campaign was a success, resulting in 38 million impressions and 35% above average recall.

Arbor Memorial, which offers cemetery and funeral services, wanted to communicate to the Chinese community the importance of planning for death while remaining sensitive to the cultural taboo around the subject. Knowing that rain, in Chinese culture, evokes both happiness and sadness, AVCommunications based its print concept on being prepared for both. For the “After the Rain” campaign, an umbrella acted as a metaphorical device to represent the duality of life. Noting that the community has one umbrella for sunny days and another for rainy days, the print ad juxtaposes an orange umbrella against green grass on a sunny day to represent life, and a black umbrella against dark puddles on a rainy day to represent death – with a message urging users to always be prepared. The ad campaign garnered 300,000 impressions in a span of one month, and the concept was further translated to all other channels, becoming the main visual image of the Arbor Memorial campaign.

The Google Pixel 6a phone has a unique feature of real time translation. To communicate this to Chinese immigrants in Canada, Telus and Google developed

“Translation: A Piece of Art.” The campaign, by Response Advertising, was inspired by the symmetrical drawings we did as kids: paint on one side of a page, then fold it, thereby replicating the same symmetrical design on the other page. For the campaign, the print ad was designed using a butterfly motif, reminiscent of a child’s painting. On one wing, the message was in English, while the other wing had the same message translated into Chinese.

BRONZE: Holiday/Seasonal Advertising

TD Bank wanted to celebrate Lunar New Year with the Chinese-Canadian community and strengthen its equity among them. The “Lunar New Year – Traditions Loved by Generations” campaign, by Koo, aimed to generate awareness of TD’s services and show the new sense of optimism and celebration that everyone is feeling after the pandemic. The campaign reflected how generations come together to celebrate the festival. It was communicated in English, Cantonese, Mandarin and French, through OLV/TVC, digital banners, social posts, OOH and in-branch digital screens. The commercial shows vignettes of a couple preparing for and celebrating Lunar New Year – cleaning the house, putting up decorations, serving food to their visiting parents, giving lucky red packets – as their two kids horse around. The voiceover at the end says, “May Lunar New Year traditions bring blessings to every generation” as the kids, in costumes, dance with their grandfather, and the family cheers them on.

CD, VP Business Lead: Jessica Borges

Designer: Tom Ng

Film Production: Kelvin Mok

Director: Angie Su