Big names in creative, marketing, digital and media from the world over will zone in on Baguio City, for the biennial Philippine advertising event in November. And the speakers are lined up.
One such name forms part of the Creative Breakout Sessions. In 1992, Kentaro Kimura first joined Hakuhodo as strategic planner, moving on to creative, then media development. Kimura literally navigated his way through advertising. Fourteen years later, he founded Hakuhodo Kettle, and as the name suggests, the creative agency brings to a boil innovative new campaigns and serving the brew to clients.
No accident, therefore, that Kimura speaks on “How to Boil the World: “The Moment” Brings Power in Branding” on November 20 at the Main Theater of the CAP Convention Center of Camp John Hay, at 3:30PM.
Kimura’s accolades are impressive: Yellow Pencils at D&AD 2008 in Mobile Marketing for “World’s Worse War!” for a web-game for Tohato Inc.’s Habanero snack brand; and in Online Advertising for “Color Tokyo!” for Sony Marketing brand BRAVIA. The Yellow Pencil for Habanero is a grand win with Mobile Marketing only then making its D&AD debut.
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Perhaps one of Kimura’s most innovative as Hakuhodo Kettle’s creative director is the Cannes Lions Direct Silver award winner, Shiseido Skincare’s “Peace Mirror”. Called on to address women’s skincare problems caused by stress, the agency created an ingenious way wherein the woman’s image in 3D appeared on their monitors like a mirror’s reflection when downloading tips from the Shiseido website or by dialing a hotline. [The women’s images were captured while they registered.] The interactive play resulted in the women opening up to themselves. In effect, achieving peace within themselves.
The Shiseido Skincare “Peace Mirror” campaign garnered 800-thousand hits in just one month, resulting in sales increase of 29% against prior year.
Despite being a world traveler extraordinaire, Kentaro Kimura still bums cigarettes from his employees. The proffered use of his lighter is consolation. One wonders if he ts his hapless staff exotic smokes from his many travels.
Other speakers in the Creative Breakout Sessions are Mark Cripps, MRM Asia Pacific head on “The Creation of Worth is Worth Creating”; Dirk Eschenbacher, Tribal DDB Asia Pacific executive creative director to discuss “Breaking the Traditional Norms in Creative”; Richard Fraser, Proximity Asia, regional managing director shares expertise on “Getting Creative on Digital”; and Ralf Langwost, Ideas Mgmt Worldwide founder and master trainer spills the beans on “Secrets of Creative Effectiveness—How to spark off a Great Idea that Sells”.
The 21st Philippine Advertising Congress happens in Baguio City from November 18 to 21 at the CAP Convention Center, Camp John Hay; and the Baguio Country Club. Visit www.adcon.com.ph for additional information.
