Mastering the power of creative words
CURRENTLY a creative group head in international agency Leo Burnett, Jovian Lee began his career as a copywriter and therefore, emphasised the benefit of a great copy to an effective campaign.
Research is not limited to Googling. Instead, one should talk to people from all walks of life and listen with an open heart. He strongly recommends a clear twist in the ad, whether a punchline in copy-led ads or an amazing detail in visual-led ads – these twists are usually what judges look for in advertising awards.
The One Academy is a result-oriented college that celebrates Industry-Driven Syllabus. In his lecture, Lee reminded the audience of the importance of research in copywriting, as nuggets of information make ads interesting. Only with insightful ideas can creative practitioners plant a twist in the copy or ad visual.
He recounted that based on a few insights, such as people are only accustomed to drinking milk after weeks of daily consumption and that milk was considered a “sunnah food” favoured by Prophet Muhammad (pbuh), he successfully created the campaign “Susu Sahur” for Dutch Lady, meant to promote milk as part of the pre-dawn food during the fasting month of Ramadan – it won his team a Bronze in Effie Awards.
Words nobody can understand have no power. Lee opined that one should stick to simple language, because the targeted audience will decide how an advertisement is understood – we should never assume that people could read our mind.
Since nobody analyses ads, ads should be clear, but not to the extent of losing its twist. If an ad is too generic and contains no twist, people can’t tell what it is selling. Ads must grab the attention and provoke a reaction, good or bad.
A practical coaching approach is the bedrock of top-notch creative education.
As ads should be interesting and intriguing, Lee asked, what if Jovian Lee is spelt as Jovian Leigh?
Does it create a different perception? He screened a video from the #LikeAGirl campaign of feminine products manufacturer Always to highlight the fact that the same term means different things to different people, such as boys, girls and ladies.
Having worked for many years with the late Yasmin Ahmad, former executive creative director of Leo Burnett, Lee remembered that when the agency was pitching for an account, Yasmin would ask everyone in the office, from artists, designers to front desk executives and cleaners to craft the lines, as everyone was equally endowed with creativity.
Since she cherished authenticity more than anything, it didn’t matter whether one had a high command of languages.
Lee also showed a series of ads to highlight the fact that bad English might relate better to people than Queen’s English.
In these Budweiser ads, African American men and Caucasian ladies were seen speaking Ebonics (African American English). With this, he concluded that a good writer shouldn't merely be a stickler for grammar. Instead, be curious of everything and capture the hearts and minds of consumers by embedding insightful twists in ads.
The One Academy of Communication Design was established in 1991 with the aim of promoting the region as the world’s centre of creative reference.
Strategically located in the thriving creative hub of Bandar Sunway, Selangor, with a branch campus in George Town, Penang, The One Academy is today a top-notch international institute in creative art and design, renowned with graduates who steer successful careers in creative capitals worldwide.
Courses available include Multimedia Design with New Media and Interactive Design, Digital Animation with Game Development, Illustration with Entertainment Art, Advertising and Graphic Design, Interior Design and Fine Arts, while Paris Fashion Design and Pattern Making is offered by ESMOD Kuala Lumpur, a collaboration between The One Academy and France-based ESMOD International.
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