Johnny Tan

Confectionary advertising in China has typically been boring and schmaltzy.  Since there were very little product features and benefits to speak of, we decided to simply entertain. There's something distinctive and quirky about Mentos users. We wanted to Big that up and proclaim "That's so Mentos" 

This campaign propelled the brand to become a cultural icon and we continued to expand on it for nearly 8 years.

Creatives: Yinbo Ma, Carol Ong, Johnny Tan

Haven’t you sacrificed enough in life?

Hey, just because it’s Diet, doesn’t mean you’d have to sacrifice on taste.

Creatives: Johnny Tan, Chien Hwang, Tommy Henvey, David McMillan

CCO: Michael Patti

It was the Olympics and this brief was typical of most beverage brands. Get a star athlete and show him drinking.

But we didn’t want to add to the noise with something typical. So, to be creative, we found something incredibly scientific. More than 60% of humans are made out of H2O. imagine what it’d be like if we didn’t have enough of it?

Let’s visualize that. It was just that simple. Pretty rare for a water brand to win at Cannes.

Creatives: Johnny Tan, Jenny Jin, Ken Lu

CCO: Johnny Tan

So honored to have had the opportunity to work with legendary director ,Jia Zhang Ke, on this project. The journey started over a random tea session with Director Jia, talking about the desire to create something that will inspire a post-Olympics generation of Chinese people.

语路 “Yulu” was born.

We wanted it to be an unadulterated message of pain and failure that led to success. Something a Chinese audience that’s used to a polished world of aspirational advertising, is not used to.

We got Johnnie Walker to back it… made 12 films with 12 special people…only ran them online… huge PR events…and even made a movie out of it. One of the most integrated campaigns of its time. No product placement whatsoever. (Now, picture those client meetings—Hey, Fortune favors the bold!)

Creatives: Johnny Tan, Leo Zhang, Jeffrey Sun, Jay Qian, Craig Howie   

CCO: Johnny Tan

Earth Hour had been garnering awareness and traction around the world but the movement was still fairly new to the general public in China. Given the ever increasing mobile penetration, we wanted to bring this symbolic gesture to the masses in the most engaging way possible—by disrupting their digital space.

Through total perseverance, the team was able to convince some of the biggest search portals in China to blacken their landing pages during Earth Hour, with only the space around the cursor being lit with an accompanying message, “Only light up what you need”. Clinking on this message leads netizens to initiatives and activations WWF and Earth Hour were promoting in China.

Creatives: Aaron Koh, Yinbo Ma, Carol Ong, Johnny Tan

CCO: Johnny Tan

This project started out as an unglamorous Chinese New Year promotion but, the team cleverly created something that not only served as a great giveaway, it garnered quite a bit of PR attention and relevance for the brand. This campaign expanded to Malaysia and Hong Kong. More than 3 million red packets were snapped up.

Creatives: Leo Zhang, Jeffrey Sun, Jay Qian, Johnny Tan

CCO: Johnny Tan

The first breath of air she breathes, how clean will that air be?

CCTV asked over a billion people to think about China's environment and the repercussions it has on future generations.

The film features an unborn baby anticipating a world full of promise that it cannot wait to be born. Her innocent optimism is carried throughout the film until it brought back down to Earth with the message "Let's not let her down"

This film won Yu and Myself the Best Director Award at the 2018 Bi-Annual CCTV Public Service Advertising awards.

Creatives: Yu Kung, Johnny Tan, Leo Zhang

This was the campaign that kicked off Johnnie Walker’s prolific pioneering streak in China.

It was a five-part episodic series of films that ran both on and offline;  pioneering what would be known as “micro-movies”,  a first in branded content in China. 

Globally, the Johnnie Walker brand stands for personal progress, communicated by the famous line ‘Keep Walking’. The global advertising, whilst liked and seen as statusful, wasn’t resonating with Chinese men. They found it hard to link with the whisky drinking moment, solitary and a little cold. As a consequence, they did not connect drinking Johnnie Walker with personal progress or fully emotionally engage with the brand. In China progress is shared and the drinking moment social, hence the task was to create a link between the line ‘Keep Walking’ and the whisky drinking occasion in a way that was cognizant of how friends support each other to progress. The answer was to create a ‘Keep Walking’ toast as a symbolic pact between friends that binds them to support each other to succeed. The strategy needed to be modern, different and engaging. Something more than an ad campaign

This campaign became a hit in popular culture. Even its soundtrack made it to the top of the Chinese Billboard charts. Its success and influence helped usher in a new wave of branded content in China. 

Creatives: Johnny Tan, Leo Zhang, Jeffrey Sun, Jay Qian

Sprite could ignite a spark of creativity. Hey, who knew?

This was one of Sprite’s most successful global campaign.

Won and Co-Ran this global account with Kevin Roddy and John Patroulis.

Creatives: Yinbo Ma, Carol Ong, Johnny Tan, Beth Ryan, Erik Holmdahl, Rob Rasmussen

CCO: Johnny Tan, Kevin Roddy

There was a time when the magic of THE LYNX EFFECT was helping millions of men with their mating game.

However, this was a fairly new concept to the Chinese audience. Besides, personal grooming was only a budding practice for young Chinese men.

For the launch of Lynx’s shower gel with its accompanying “detailer”, we found a cheeky way to engage our audience.

It didn’t take long before the Chinese censorship figured out what this brand was up to after this film went viral.

Creatives: Steve Sorec, Kat Bojcuk, Johnny Tan

CCO: Johnny Tan

The Olympics was around the corner. Being an unofficial sponsor, we wanted to create something that could steal the attention but more importantly, represent a strong point of view for this brand.

Harbin Beer has always stood for ( Yi QI Ha Pi : aka Happy Together )

At the time where China was at odds with all its neighbors over the islands in the South China Sea, we wanted the brand to make a statement that differences can be bridged. u+understanding and co-existence can happen, perhaps over a beer?

Creatives: Haoxi Lu, Blue Lu, August Cao, Johnny Tan

ECD: Yinbo Ma

CCO: Johnny Tan

When LG launched its small but mighty LG MINI, we had a lot of fun thinking of delightful ways to introduce the product. Because of its size, we decided to hire a real-life pickpocket to do what he does best (or rather, second best) to unsuspecting pedestrians.

As of the beginning of 2017, the launch of this App has helped recover close to 63 missing children.

This is testament to the real power in creativity.

We are super proud when work, works.

Creatives: Leo Zhang, Jeffrey Sun, Jay Qian, Johnny Tan

During Chinese New Year, the greatest human migration on Earth takes place in China. Taking advantage of the crowded conditions and the distracted parents, many children fall prey to child abductors.

More than 20 thousand children are abducted in China each year.

This film was specially designed to launch in the weeks leading up to Chinese New Year to remind parents to stay vigilant and focused.  

Creatives: August Cao, Yu Kung, Johnny Tan

CCO: Johnny Tan

LG had just introduced the dual processor chip, making their Optimus series the fastest mobile phones in the market. Accessing and surfing the web on their mobile was a breeze. Instead of strictly talking about its speed, we wanted to demonstrate the value of being an ‘instant expert’ because of this speed.

Creatives: Johnny Tan, Craig Howie, Aaron Phua

Director: Rob Pritts

CCO:Johnny Tan

Bruce Lee is my hero and the ultimate inspiration. There’s no bigger game-changer than him. We broke new ground by bringing him back life. But, the biggest reward was to see Shannon Lee in tears. Certainly a piece that has cultural impact and resonance

Creatives: Leo Zhang, Johnny Tan, Jeffrey Sun, Jay Qian

CCO: Johnny Tan

2013 & 2014 saw some of the highest AQI (Air Quality Index) numbers in China’s history. It’s surreal when breathing clean air becomes a privilege, not a right. This situation needed the attention and action from the power that be. We needed the carry out hijack big enough to get the attention of everyone— and we found it in the one place that’s yet to be polluted, people’s digital/social spaces.

Creative: Kelly pon

CCO: Johnny Tan

Many effluent Chinese are looking to buy up half of England and sending their kids here for education.

Capitalizing on this trend, British Airways were interested to get on their radars in becoming a helpful guide. We even brought in World Number 2 Golf Superstar, Justin Rose, to help with this educational journey.

Creatives: Andy Brittain, Yu Kung

CCO: Johnny Tan

One of my personal favorites.

Written by one of the junior creatives that just captured the zeitgeist of the moment. The One-child-policy has left many empty nesters feeling, well, empty. There was a growing trend of mothers going back to school.

Creatives: Leo Zhang, Jeffrey Sun, Jay Qian, Johnny Tan

This is a campaign that helped launch the Sprite : “The Spark” campaign around the world.

Creatives: Jordan Kramer, Jay Qian, Leo Zhang, Andre Massis, Jeffrey Sun

ECD: Ari Weiss

CCO: Johnny Tan, John Patroulis

Sometimes, the best opportunities come in the most unglamorous of ways. The clients wanted some ideas on ‘giveaways’ that come with the purchase of a tin of milk powder.

This became a great design project that is so on the money; capturing the desires of 3rd tier market moms.

Creatives: Jeffrey Sun, Leo Zhang , Johnny Tan

CCO: Johnny Tan

In the months leading up to the 2008 Beijing Olympics, the Chinese government was heavily promoting good cvil behavior in public through a series of public service ads showing people exercising kindness to their fellow citizens while observant celebrities and influencers gave them kudos.

We helped CLEAR anti-dandruff shampoo seize the moment to create conversations by spoofing these ads to demonstrate how people go above and beyond to help one another with their dandruff problems.

Creatives: Yinbo Ma, Carol Ong, Johnny Tan

CCO: Johnny Tan

We won the business with “The World’s Joy Store” which is rather poignant because every other toy store has been shuttered. Yes, you could buy toys from Walmart but there’s no magic.

We launched with a rather emotional anthem film but what really propelled the campaign were the series of “promo” ads that were really resonant with our audience.A stark difference from the usual vanilla feel-good films they put out.

Creatives: Chien Hwang, Johnny Tan

The film, ‘Pour Spectacular’, is a modern spectacular and is reminiscent of a music video, inspired by the 1930s films of legendary/influential Hollywood director and musical choreographer, Busby Berkley, who was renowned for his unique style and ability to turn dancers into ‘human kaleidoscopes’. It celebrates the spirit of modern womanhood with a visual feast of sassy dance moves, female camaraderie, spectacular visuals and edgy styling. Set to the cool soundtrack of ‘Rapture’ by Blondie, the film acts as a metaphor for the Baileys liquid, beginning and ending in the glass and topped off with the line ‘Cream With Spirit’.

Creatives: Steve Sorec, Kat Bojcuk, Johnny Tan

CD: Johnny Tan, Rosie Arnold

How often does one have the opportunity to launch a brand new car brand from the ground up? Suffice it to say, it was a fun, yet daunting task.

Cherry Autos along with a few renowned German engineers have embarked on a journey to create an affordable yet safe (5 Star Euro NCAP safety rating) vehicle. It was designed by former chief designer for Mini, so we wanted to make sure we showed up unlike many of the other local car brands.

Creatives: Yu Kung, Johnny Tan, Yannakis Jones

CD: Yu Kung

CCO: Johnny Tan

Hey, this was us trying to go “John Lewis” on candy. Some good old fashion emotional storytelling of a best friend having your back.

And it worked. The characters became merchandize and led to a series of other characters in subsequent films.

Creatives: Jeffrey Sun, Jay QIan

CD: Leo Zhang

CCO: Johnny Tan

Alpenliebe Lollies are the perfect things to share well, along with some the pain life brings.

And with Alpenliebe chiewys, even toughest of hearts would melt.

Creatives: Yinbo Ma, Carol Ong

CCO: Johnny Tan

We created a new strategy, brand and design aesthetic for Lion’s dormant beer - capturing the unique energy of Byron Bay.

So much fun taking on such a re-design project. We also collaborated with Byron-based clothing label Thrills.

We are particularly stoked about crafting a unique tone that allows viewers to feel Byron’s laid-back vibe.

Creatives: Heath Sims, Nathan Pashley

APAC ECD: Johnny Tan

After learning that 38 million sharks end up in the fin trade every year, Sea Shepherd wanted to start a cultural conversation in Australia with the help of the creative community.

So, we worked with Semi Permanent, the biggest creative festival in the Southern Hemisphere, to create the largest live brief ever hosted. To get our creatives under the same roof, we launched a campaign that included activist artwork by legendary designer David Carson and shark imagery from UN photographer Michael Muller.

1,200 creative thinkers showed up to the briefing (Including Oscar-winning director, Oliver Stone), which was also broadcast via Stab magazine to the world. The strategy was to inspire and charge each of them to use their talent and their platform to evangelise this movement.

We reached 2.8 million people, many of whom sent activist artworks to politicians in countries like Japan, Russia, Brazil, the USA and more.

Creatives: Heath Sims and Nathan Pashley

APAC ECD: Johnny Tan

Swimming isn’t just a sport for Australians. It’s kind of a religion. For years, Optus has been a big supporter of this sport, which means so much to Australians not only when the Olympics came along, but everyday, from backyards to the neighborhood pools.

When the Commonwealth games came along , Optus wanted to celebrate Australia’s dominance in the sport. So, we created the “Get Splashy” campaign which kicked off with a “gangsta rap-like music video” , to demonstrate how Australia owned this sport.

Creatives: Cameron Dowsett, Mark Tallis, Pia Chaudhuri

APAC ECD: Johnny Tan

To commemorate Audi's 2017 Mission to The Moon project, we created a special edition calendar printed with ink imbued with ground lunar rock.

Creatives: Yu Kung, Haoxi Lv, Blu Lu, Jiajun Liu, Yinbo Ma

CCO:Johnny Tan

Those who Do the Dew are just a little bit different. Period.

Creatives: Chien Hwang, Johnny Tan

There was a time where everyone was on Candy Crush. It’s ubiquitous melody can be heard coming out of bathroom stalls, subways, even from pedestrians walking by on the streets.

People were already obsessed with it even before it officially launched in China. So, when they wanted to officially launch Candy Crush Soda in China, we tapped into this obsession through the use of action star Shawn Yue and his lovable side kick.

Creatives: Yin bo Ma, Hao Xi Lu, Blue Lu, August Cao

CCO: Johnny Tan

We spearheaded the creative work for New York’s bid for the 2012 Summer Olympics. For myriad of reasons, it didn’t go our way. But we got to make a pretty cool campaign with Joe Pytka

Creatives: Chien Hwang, Johnny Tan

CCO: Michael Patti

Super old piece but one that’s really dear to me. It reminds me of why this business can be so much fun.

I’m a Massive Star Wars fan. It was a dream come true to be able to create a character (Marfalump) from scratch with the most awesome character team from ILM and Lucas Films.

Creatives: Chien Hwang, Johnny Tan,

CD: Jean Batthany, Judy D’Mello

ECD: Michael Patti

Well. it isn’t witchcraft.

It’s just the Google Home.

Creatives: Heath Sims, Nathan Pashley

APAC ECD: Johnny Tan

We got to meet Tony Fernandez, so that was cool.

But the real prize is to have this new design on the tails of every jet in the fleet. Stay tuned (Damn Covid !)

Creatives: Amy Lewis, Daniel Ko

APAC ECD: Johnny Tan

eBay has been in Australia for 18 years, but this would be the first brand campaign they’ll create.

Creatives: Heath Sims, Nathan Pashley, Pia Chaudhuri

APAC ECD: Johnny Tan

We created a new unified brand strategy and visual identity across all touch points for APAC’s hottest co-living start-up.

Challenge

As a new player in a new co-living category, Hmlet needed to define its brand vision and design voice for both internal stakeholders and external users. The challenge was not to create traditional communications but develop brand expressions across its properties, collateral and programming.

Insight

We had to go beyond hardware to the software of the brand. Hmlet is not just a landlord or property owner. It curates value-added living spaces, communities and events that enable cosmopolitan explorers to do more and be more.

Execution

We created a brand platform (BE UNORDINARY) that expresses the Hmlet lifestyle, through a uniquely fresh voice and visual identity system to organize and give personality to its physical, digital and event touch points.

Our Partnership

- Brand positioning, personality and tone

- Comms strategy and asset creation

- Visual identity & design

- Brand guidelines & toolkit

Creatives: Thanh Lu, Emma Conway

APAC ECD: Johnny Tan

Let’s face it, most creatives in agencies don’t believe they can do their best work on Facebook’s platform.

To dispel this misconception, we created a content series titled “Uncommon Grounds” where we got traditional ‘masters’ to collaborate with more progressive creators to create amazing work; thereby demonstrating the surprising stretch and creativity Facebook can provide.

Creatives: Zara Kok, Johnny Tan, Daniel Ko

APAC ECD: Johnny Tan