TOP CREATIVE DIRECTORS CAUGHT IN BED FOR CB ASIA

Tay Guan Hin, JWT's regional executive creative director, South-East Asia, explains he rationale behind the latest trade press ads for Campaign Brief Asia, which celebrates its 10th anniversary this year:

The new Campaign Brief Asia trade campaign was a tough job to put together for variety of reasons. The biggest challenge was coming up with a fresh and compelling insight. Something that was in keeping with CBA’s popularity in Asia and something that would resonate well with creatives.
After a lot of searching we found one that we could tap into. Agency creatives devour every new issue of CBA for one big reason - for 15-20 minutes they're thrilled to be close to the people they admire and respect the most.
We wanted to capture this insight in a humorous way by showing how reading Campaign Brief Asia is as close as you can get to learning from the hottest ECD's in the region. Thus we decided to show over eager creatives invading top ECD’s bedrooms armed with notebooks, layout pads etc., ready to crawl into bed with them.
The line "Get between the covers" refers both to the bed and the magazine itself.
The idea was ready; all we needed to do now was convince three famous creative directors to get into bed with complete strangers.
It was easier than we thought. Luckily for us, the three we approached loved the idea instantly and very sportingly agreed.
Since Khai, Judy and Piyush were from three different countries, we wanted to give each bedroom a look that’s unique to the country. Which meant we had to shoot in three different countries.
All in all, finding the right photographer, co-coordinating the schedules of all the creative directors and shooting in three different locations took more than a year.
An effort that was totally fun and worth it.

Agency: JWT Singapore
Creative Directors: Ali Shabaz, Tay Guan Hin
Copywriter : Ali Shabaz
Art Directors: Faye Wong, Tay Guan Hin, Joseph Tay
Photographer : Jonathan Tay