12:20 is a Sydney based
creative consultancy that works with agencies across Asia. Recently,
while working in Singapore and Hong Kong, Christian Finucane and Jon
Skinner met with 20 creative leaders from the top agencies to discuss
the opportunities and challenges for the industry. The interviews, '12
Questions: 20 People' are being published in a series of blog posts on
Campaign Brief Asia. The sixth interview is with Jason Hodges (pictured above), Creative Partner, Brilliant Agency, Singapore.
What's the most exciting thing about working in Asia?
The
pace, the cultural diversity and sheer size of the audience: 60% of the
world's population on a single continent. The food isn't bad either.
What inspires you?
People.
Filtering out the noise on social media reveals some incredibly
powerful insights into the way we think and feel today. Traditional news
sources report predominantly negative stories; however, Facebook,
Twitter and the like share so many amazing facets of our lives. Humans
are awesome. Oh, and cat videos.
How has social media impacted creativity in the region?
Positively,
given the need for creative evolution. The ability to target real
people with specific messages that they might actually appreciate is
unprecedented. Like any advertising, there's digital wallpaper too, but a
smart idea can translate into amazing, engaging work.
What is the recent campaign everyone wishes they'd done?
I
really hope that there's a big campaign around the Volvo Precision
Steering idea: the single-minded messaging of the viral Van Damme 'Epic
Split' is terrific, well produced and has already attracted parodies,
memes and some 50 million views on YouTube [at time of writing]. Great
job.
Which clients are pushing the boundaries and how?
There are many examples, which is good news for the industry here. I really like the initiative for Kidproof SEA
by TBWA KL, targeting the parents of unattended children in a shopping
mall (pictured below).
Simple and powerful, this has been Liked, shared and retweeted
over and over again. It was a brave, direct approach that was the right
side of 'prankvertising'. Other parents that I know reacted very
strongly, emotionally and positively to it.
Are there any cultural 'creative watch-outs' working here?
Sure,
you soon learn the sensitivities. What's exciting is how you interpret
and test these social mores, always tapping into the zeitgeist.
Sometimes it's a fine line. One of Brilliant's recent integrated
campaigns for PropertyGuru.com.sg asked Singaporeans to have a go at
valuing the iconic President's palace as if it were a prime real estate
listing. Whilst some involved almost fainted at the prospect, people
generally embraced the idea and entered into the spirit of it. [The
expert panel valued it in the range of S$18-25 billion - but I must
stress, it is NOT for sale.]
Which Asian country is punching above its weight creatively?
Thailand
is always entertaining, and we've been doing some fun work in Indonesia
too: definitely a market that produces good work - and one to watch.
Why does creativity matter?
Standing
out from the clamour of paid, earned and social media is more
challenging than ever. Without creativity, differentiating parity
products would be immensely difficult. Data has its place, but
creativity remains the life force of the industry. Today's smaller
budgets demand even bigger thinking.
What makes the local industry different?
It's
important not to foist your own notions and nuances of creativity upon a
largely indifferent, often bewildered public. Whilst best practice is
valuable, the work we produce locally is conceived - or at the very
least rigorously sense-checked - whilst looking through a 'local' lens.
We work in many languages too: often, campaigns I write don't ever
actually run in English.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
The
Effies. Oh, don't be like that: it's the recognition that the majority
of clients are interested in - and we all believe that creative work is
effective work, right? Cannes and other shows are great for raising the
bar creatively and showcasing what's possible. Awards are immense fun -
Cannes, D&AD, Spikes - but work that's proven to work goes a long
way in this market.
What is the creative issue that frustrates you the most?
Many
clients now have in-house design/creative teams, even departments,
which increasingly take an agency's master concept and adapt it
themselves - not always sympathetically to the big idea. Naturally, it
comes down to cost; however, it's never easy to see hard fought-for
ideas re-interpreted across different media channels. The industry
continues to evolve rapidly and we simply have to adapt to the 'new
normal' by producing the most compelling and resilient work we can.
What's the biggest opportunity for creative people?
Digital
liberation. The confines of traditional media produced some amazingly
creative thinking, but now that every communication could effectively
reach a global audience, the game has long since changed. The best work
transcends borders, cultures and languages. Nothing is impossible. And
the world is truly a stage - 24/7. What an awesome time to be in the
industry.
Photo above: John Skinner (left) and Christian Finucane (right).
12 questions to Andy Greenaway, SapientNitro Singapore.
12 questions to Paul Chan, Cheil Hong Kong.
12 questions to Ted Lim, Dentsu Network Asia.
12 questions to Eugene Cheong, Ogilvy & Mather Asia Pacific.
12 questions to Joji Jacob, DDB Singapore.
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