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JONATHON LAU AWARD SCHOOL 2012 BOOK


Brief 1 Client:

Olympus

Product:

Olympus PEN E-P3

Media:

Poster

Target Audience:

Anyone who likes to take photographs

Single-minded proposition:

Helps you take better pictures

Background/ proof of proposition:

Mandatories:

The Olympus PEN E-P3 is a compact camera with the world’s fastest auto focus. It’s highly responsive and provides superior image quality, enabling anyone to take great pictures.

Logo / Pack shot


POSTER

Photos people want to be in.

JONATHON LAU


Brief 2 Client:

Sony

Product:

20 gig USB stick

Media:

Poster

Target Audience:

Anyone who uses a computer

Single-minded proposition:

now you can carry more data

Background/ proof of proposition:

Mandatories:

This new 20 gig usb stick means you can store more files and carry them with you

Logo / Pack shot


POSTER

JONATHON LAU


Brief 3 Client:

Sydney Ferries

Product:

free wifi

Media:

Print Campaign (i.e. 3 ads)

Target Audience:

All commuters who travel on Sydney Ferries

Single-minded proposition:

Free wifi is now available on every Sydney Ferry

Background/ proof of proposition:

Mandatories:

Catching a Sydney ferry to/from work is more enjoyable than going by train, bus or car. And now they offer free wifi to all passengers, so you can surf the net for work or fun during your commute. Sydney Ferries logo


PRINT CAMPAIGN - GRAFFITI OVER THE CLASSIFIEDS, GAMES AND HOROSCOPE PAGES IN NEWSPAPERS

JONATHON LAU


PRINT CAMPAIGN - GRAFFITI OVER THE CLASSIFIEDS, GAMES AND HOROSCOPE PAGES IN NEWSPAPERS

JONATHON LAU


PRINT CAMPAIGN - GRAFFITI OVER THE CLASSIFIEDS, GAMES AND HOROSCOPE PAGES IN NEWSPAPERS

JONATHON LAU


Brief 4 Client:

Google

Product:

Google +

Media:

Radio (30 seconds)

Target Audience:

Australians’ in their 20s and 30s who like to share their news, pics and ideas online.

Single-minded proposition:

Share the right information with the right people.

Background/ proof of proposition:

Mandatories:

Google + comes with handy new product innovations including ‘Circles’ – a feature that makes it easy to put your friends from Saturday night in one circle, your parents in another and your boss in a circle all by himself, just like in real life.

URL: google.plus.com


RADIO: GOOGLE +

Radio 30 sec Google + THE DATE SFX:

Ambient Restaurant noise during dinner service.

Tracy:

Thanks for asking me out.

David:

Thanks for saying yes!

Tracy:

[Laughs]

Sarah (ex GF): Hi David. [sarcastic tone] David.

Oh, Sarah. Hi...[hesitant]

Sarah:

Good to see you’re moving on. I don’t suppose you’ve told her about your ‘premature problem’.

David:

Uh...

David’s Dad:

Ah, Don’t worry David.

David:

Dad?! [exasperated]

Dad:

Listen, I’ve had the same problem. Though I’ve had a very healthy sex life with your mum!

VO:

Decide who mixes with who using Circles on Google Plus. The unique feature that makes it easy to group your friends and control your privacy. Go to plus.google.com for more.

JONATHON LAU


Brief 5 Client:

Dyson

Product:

Dyson Vacuum cleaners

Media:

Outdoor / Ambient

Target Audience:

Anyone who uses a vacuum cleaner

Single-minded proposition:

Difficult places are easier to clean with a Dyson

Background/ proof of proposition:

Mandatories:

Dyson Vacuum cleaners are the only make of vacuum cleaner with Dyson ball Technology, which means they are easier to steer and manoeuvre than the competition. dyson.com.au


OUTDOOR / AMBIENT

A large dirty carpet with the words ‘clean easier’ vacuumed out will be placed in shopping malls. ‘Clean’ is written in awkward straight lines.‘ Easier’ is in a cursive typeface to demonstrate the easy manoeuvrability & cleaning ability of the Dyson Ball.

JONATHON LAU


Brief 6 Client:

FOXTEL

Product:

Parental lock

Media:

Print (Foxtel’s monthly Magazine)

Target Audience:

Parents with FOXTEL

Single-minded proposition:

Make sure your kids aren’t watching programs that they shouldn’t.

Background/ proof of proposition:

Mandatories:

A lot of FOXTEL subscribers don’t realise that there is a Parental Control system that allows you to control the television viewing of your kids - because you may not always be there when they are watching TV. You can block channels, set viewing restrictions by classification category and set purchase restrictions. Shot of Foxtel box and the words “ Parental Lock”


PRINT

PARENTAL LOCK Idea: A transparent page with black boxes that covers up M+ rated shows in the TV schedule.

JONATHON LAU


Brief 7 Client:

The North Face

Product:

North Face clothing

Media/ Deliverables:

An online* idea that reaches and engages

Target Audience:

22-55 year olds

Single-minded proposition:

Explore more of the world with North Face gear.

Background/ proof of proposition:

The North Face brand was established in 1966 in San Francisco, it makes pretty much every item of outdoor equipment, from apparel, to footwear, to tents. It’s tough, durable and looks good.


DIGITAL

SOUNDSCAPE ALARM CLOCK APP Idea: Explore the world through sound. An app that is like Instagram for the ears. Using the app, travellers can record & upload soundscapes that can then be used as alarm clock tones by anyone. The app helps travellers share their journey & motivates others to get out there!

1 A hiker in Yosemite records a soundscape and uploads it.

2A man in Sydney picks the Yosemite soundscape to wake up to.

JONATHON LAU


Brief 8 Client:

SKINS

Product:

The SKINS range of compression sportswear

Media:

1 x 30-second TV ad

Target Audience:

Adults aged 18-45 who take their sport seriously

Single-minded proposition:

The only sportswear that actually helps you perform better.

Background/Proof of proposition: SKINS is the pioneer in gradient compression technology in sportswear. Years of research have proven that when you apply compression to specific body parts in a balanced and accurate way, it accelerates blood flow. This gets more oxygen to your working muscles – and boosts your performance.


Not everyone is going to be a fan of Skins

1. The dog is enthusiastically jogging ahead pulling on the lead.

2. Arriving home, the dog is still full of energy.

3. The following day, things have changed. The owner is wearing Skins.

4. The dog is exhausted!

5. The dog gets an idea...

6. VO: Skins. Bury your Competition.

JONATHON LAU


Brief 9 Client:

Cosmopolitan Magazine

Product:

Cosmopolitan Magazine

Media:

Outdoor / Experiential

Target Audience:

Men

Single-minded proposition:

Cosmo is the women’s magazine men need to be reading

Background/Proof of proposition: Cosmo contains relationship and sex advice written by women for women. However men who read Cosmo can gain an insight into what women are really thinking. Having a female perspective on issues can help men have healthier relationships with the fairer sex. Many men have realised this benefit, with approximately 7.4% of Cosmo‘s readership being male, and more than one-third of visitors to cosmo.com every month being men (data from MRI).


EXPERIENTIAL

peephole Idea: Peak into the minds of women. Cracks in walls will be placed in men’s locker rooms. Looking through the cracks you’ll see straight into the female change rooms, or so you’ll think! In reality it will be a high-res screen showing girls talking about sex, relationships, and Cosmo. Eventually the voyeur is caught out and told to read Cosmo instead of peeping in. A video will be created of the participants and spread online.

JONATHON LAU


Brief 10 Client:

Goodbooks international

Product:

Goodbooks

Media:

(At least) 3 different mediums of your choosing*

Target Audience:

Anyone who reads books

Single-minded proposition:

Every book you buy from Goodbooks helps Oxfam help others

Background/ proof of proposition:

The Good Books model is simple. Every time anyone buys a book through the Good Books website, 100% of the retail profit from every sale goes to support communities in need through Oxfam projects. As a result, charitable donation is built into an everyday activity at no extra cost. Good Books makes no profit. Its purpose is to create positive and enduring connections between commercial worlds and wider, less advantaged communities.

Mandatories:

URL –

usegoodbooks.com


CAMPAIGN

Idea

Reviews From The Kids You Help Send books to areas where Oxfam operates, and film the local children doing humorous video book reviews. This combines the value of the ‘book review’, different cultural insights, and the humour that made shows like ‘Kids say the Darndest Things’ a hit.

JONATHON LAU


CAMPAIGN

Youtube Channel A collection of charming book reviews from children from different Oxfam communities. Filmed by small video teams, these videos capture the enthusiasm and personalities of the kids.

Links to buy the books are presented in the description. The videos contain information about how all of the profits from Goodbooks go to help Oxfam, so they can help people like Haji.

KidsView JONATHON LAU


CAMPAIGN

Postcards Postcards with the child’s photo and their take on a popular book. People are directed to the youtube channel for more reviews.

Custom Book Covers Books purchased from Goodbooks will come with cute covers drawn by the children in response to a book they reviewed. This helps the existing customer base spread the word.

KidsView JONATHON LAU


Brief 11 New thinking Client:

Australia Post

Product:

Paid Postage

Media:

Anything

Target Audience:

Anyone who communicates with their friends and family via email or social media

The Problem:

People aren’t sending letters to each other anymore. They send everything from personal letters to wedding invitations electronically. How can we encourage more people to communicate with friends and family with letters or cards instead of email or social media?

Each idea/solution should consist of a description of the idea in one or two sentences max, followed by examples and scamps of how/where you would execute it e.g. digital, stunts, promotion, print etc. But don’t feel like you have to execute it across multiple mediums just for the sake of it.


NEW THINKING

MOBILE NUMBER ENVELOPES Problem: People aren’t sending letters to each other anymore. Insight: People have stopped keeping record of their friend’s postal addresses, this inhibits people from sending letters.

Idea: Send letters to friends by writing the recipient’s mobile phone number on the envelope.

1

2

Write recipient’s number on envelope. Post Office scans number & checks database for a linked address.

3

If no address stored, recipient recieves a text message requesting an address.

4

Address label is applied and the letter is delivered.

JONATHON LAU


Thank you. Get in touch at jonlau.com.au


Award School Book 2012