Sharks are crucial to the survival of our planet, yet out of misunderstanding we slaughter 100 million every year. To help replace fear with facts, we turned to some people with a little experience with these creatures. Shark attack survivors speaking up for shark survival.
Team: Joel Clement, Riley Shine, Colin Lapin
Is there more to life than just cutting leaves? Costa aims to inspire us all to live richer lives by exploring our natural world. This two-minute story brings their tag SEE WHAT'S OUT THERE to life. Watch it full screen!
Yeti has a reputation for making the toughest coolers in the world. But exactly how tough are they? Tougher than a professional stuntman? How about a cannon? Only one way to find out.
Team: Joel Clement, Tim Cole, Riley Shine, Derek Bishop, Colin Lapin
The dark Irish stout wanted to promote their sponsorship of the leading international pool tournament. We tried to unearth a historical link between the two, but eventually decided on just making one up instead. The Unofficial History of Pool by Guinness.
Team: Joel Clement, Adrian Miller, Andy Greenaway
This series of 3-foot tall postage stamps served as posters for AI's letter writing program encouraging ordinary citizens to write political leaders around the world demanding change. Among other honors, it won a Gold Lion at Cannes. Surprisingly, a judge later informed us it had been voted Outdoor Grand Prix, but that Cannes regulations prevent any public service campaign from taking that honor.
Team: Joel Clement, Steve Hough, Andy Greenaway
Goodby Silverstein asked me to come back from Asia for a second tour of duty to help on the newly acquired HP International business. The +HP campaign was a dream project. Good client, healthy budget, great team of support. The videos showed how major companies and institutions partnered with HP to solve their problems. Won a Lion at Cannes and most every other international award along with Creativity's Campaign of the Year.
AGS came to us with a modest budget but an open mind. We crafted the tagline and worked back from there. Moving Made Easy. We chose to shoot these as organically as possible- the background wall was actually built on rollers. Shot by Brad Hogarth of Luminous in Kuala Lumpur, Malaysia.
I happened to be doing some training in our Indonesia office when an assignment from Frontline came in. We used it as the lesson and created this stunt that took place at the largest Mall in Jakarta. The press found it as interesting as the shoppers did and it appeared all over the TV news.
Team: Joel Clement, Juhi Kalia, Aryanto Salim, Panca Putera
We’d been pitching the idea of sunglasses made from ocean plastic to Costa for years. Last year, we got proof that you should never give up. We joined forces with Costa and team Bureo to create The Untangled Collection. Sunglasses made from discarded fishing nets.
400+ Million impressions in 2018
Winner REI Root Award, Winner Outdoor Retailer Innovation Award, Outdoor Retailer Environmental Award, ICAST New Product Best of Category, AFTA Australia Award for Innovation, Top Pick Gear Junkie 2018…
ENVIRONMENTS / ARCHITECTURE
When i returned from my sabbatical at The Summer Academy of Architecture- University of Texas, I was given the project of designing our new office space. We were moving to an unattractive old building, had a small budget, and only a few months. I collaborated with local architects Supermachine to come up with a fun space that reflected the playfulness of the Thai culture. It turned out a great success being covered in 100's of blogs, a dozen magazines, and a few TV shows. We even had an ex-employee who had seen the design come and ask for his job back.
Team: Joel Clement, Supermachine Studio
The brief for this project came in with a mandatory tagline of ‘The power to capture imagination.’ We took that as permission to be a bit more artful and elevate the product all while touting its strength. We teamed up with Thai artist Chalit Nakpawan to illustrate the UltraCaptic’s unique Compact & Go feature, which compresses dust and dirt into a disposal pod to prevent it from diffusing into the air.
ESPN had just launched 24-hour coverage in Asia and wanted to send that message to its fans in a simple way they could relate to. We put the extra work into the craft of these by having clothing made of the same material we upholstered the sofas with. Some precise retouching smoothed the seams. Shot by the gifted Allan Myles in Perth, Australia. The campaign collected a Bronze Cannes Lion among other awards.
Team: Joel Clement, Ronojoy Ghosh, Richard Copping, Andy Greenaway
The challenge was a little intimidating at first. Costa Sunglasses wanted a 5,000-word piece about their conservation effort on Anaa, a remote atoll in French Polynesia. I had never assembled that many words together in my life. But I fell in love with the island, the people, and telling their story. As I only made the switch to writing from art direction fairly recently, I was excited when the article won The Lowell Thomas Award for Journalism. Out of 1,300 entries, it won Gold, even beating out a New York Times journalist who took silver.
Writer: Joel Clement Editor: Steve Duda Photographer: Jess McGlothlin
DESIGN / PROMOTIONAL
Our friends at Shiner came to us with four Harleys after a deal with a TV show fell through. They had been slated for branded hot-rod customization.
Our take was to talk to the Texan craft beer origins of Shiner with some hand-crafted design. So we hired artist Denton Watts to create some original Shiner imagery to customize the bikes, and The GoodSnakes to paint the designs on. The Roadsters went on a road show and appeared in markets across Texas. Fans could enter to win one of the bikes.
Team: Joel Clement, Chris Barnard, Aimee Roberge
In this series we avoided all the boob jokes (they always seem aimed at men rather than the real consumer) and instead used 3-D red and blue lines to suggest that wearing a Wonderbra gives you more dimension and helps you stand out in a crowd. Awarded a Silver Lion at Cannes, a Gold Clio, and 3 Silver Clios among a slew of other international awards. Ranked 10th most awarded campaign in the world by The Gunn Report.
Team: Joel Clement, Steve Hough, Lydia Lim, Andy Greenaway and photographer Allan Myles
We were asked to remind people of the dangers of smoking. We figured smokers already knew it was bad for them, so we focussed on how it affects their friends and families. We contracted a load of double-headed cigarettes and had waitstaff place them in ashtrays in pubs throughout Bangkok. The message 'You never smoke alone' was printed on the cigarette.
Team: Joel Clement. Pinyo Peromphoon
POSTER & PRINT CAMPAIGN
As the daughter of Ho Chi Minh’s secretary, our CEO had some connections with the Tourism Department. She was asked if we’d help with a promotional effort for their latest attraction. We dug deep and learned some pretty interesting things about ‘The American War.’ Primarily that fighting off a Western army is not as difficult if you construct 200 km of tunnels underground as your military base.
The typography plays off Vietnamese script which is Romanized with all sorts of accent marks, and was inspired by the prevalence of hand painted signage throughout the country. The campaign picked up Two Bronze Cannes Lions and a Gold at Adfest.
While Coke and Pepsi were giving away iPads as prizes, we decided to Think Bigger and give away something much larger. An actual giraffe. Through Facebook, fans could win a chance to fly to Africa, name their giraffe, and get a certificate of adoption for the animal that would stay in the South African Zoo.
Win a giraffe,
Drink BIG Cola,
Fly to Africa,
And meet your Giraffe!
Team: Joel Clement, Graham Painter, Shayne Chomchinda, Papop Chaowanapreecha, TJ Lee
Much of the work we did in Asia was visual based. This is partly due to the multiple languages present in any one place, and partly to simplify messages in an overcrowded market. While helping out at Saatchi India, we took advantage of the practice of posting on buildings and other structures to highlight Ariel’s ability to remove any stain. This ‘STAINS HAPPEN’ campaign won a D&AD Pencil.
Team: Joel Clement. Andy Greenaway, Juju Basu, Hanoz Mogrelia, Ramesh Ramanthan, Mario Dias, Nrusingha Choudhury
BRAND BOOK + BRAND PROMOTIONAL
Big Cola is the number 3 cola in much of the world but had never signed on with a global agency. We were able to work with them right from the start with a purpose, manifesto, brand look, etc. This naturally oversized brand book captured the spirit and set the tone as a bible of 'Thinking Big' for all the markets in Asia, South America and beyond.
During my transition from art director to writer, I put my hand up for every writing assignment I could. I wrote the entire catalog front to back, and the most fun part was writing these feature pages about YETI's outdoor pros. The caveat was that the voice had to sound like that of the two founders of the company. Only entered into the Addys, but picked up Gold.
Just a silly little promo for Costa sunglasses on Father’s Day. “When you find the words hard to say, let a fish do the talking.”
Thailand has a reputation for wacky, often slapstick humor. It is evident in all media from television programming to the most common form of literature read in the country- comic books. Their isn't much room for sarcasm or cynicism, and I grew to appreciate that immensely.
I was asked to write about it for Asia's leading advertising publication, Campaign Brief.
I’m proud of being a cultural chameleon, and that led to success working in Asia. Below is a sampling of some work I was part of that my western colleagues may roll their eyes at, and I hope they do!