Black and white is serious.
Black and white is hi-technological.
Black and white is high contrast.
Black and white is clear.
Black and white is simple.
Black and white is not just black and white.

This is the Ad from magazine, it talks about the definition of tough of a bike. You can see that the grids on the background, actually it symbolize hi-tech. And also the labels of the bike. It makes the overall layout professional.

Not key , but real

This is very innovative to have different channels of advertising.
But in these cases, advertisers use the properties of the real situation and
develop with their concept. It is very effective and impressive in viewer's mind.

Fatal concept - Final Project

It is WRONG to think that
The selling points between brand and brand are the same, then I IGNORE the selling points and develop an outer value to the brand for customers distinguish and make the brand outstands from others.
Because even the selling points are the same as other brand, they still have minor difference, discover the minor difference and say it out DIFFERENTLY.






Creative Brief

Background
Giant Bike is forerunner of bicycle technology innovation. And the market competition of professional road bike is very high in terms of price, performance, functionality and adoptability. Giant 2009 is the breakthrough of technology and this shows the leadership of Giant in bike market besides many brands always mention stiff and light.

Design Concept
Since many brands of bike always emphasize on stiffness and lightness of the bike. It is very necessary to distinguish among brands. Therefore, I want to use an intimacy manner to deliver the product image. It is to build up a personality for Giant. A manner to understand the needs of professional road bikers. Giant also have the same direction of their wish on their bike career.

Objective
To tell bike professions, Giant, as the forerunner of bicycle, has the technology advanced over other brands.
To arouse awareness bike professions TCR Advanced SL is the lightest bike with stiff
To trigger intimacy relationship between Giant and bikers by telling the same target towards bike

Target Audience

Road Bike Professions
They will not care about aesthetic of bicycle design. They have very high demand for bike performance. Road Bike Prfessions is care about the stiffness for sprinting during the end of the race.

Tone and manner
Intimacy and scientific prove

Single message
Leading with technology

Photograph of Mui Wo

Free - I want
Element: white bicycle frame
Vast Scene: sand and beach
Secondary Scene: Foggy mountains

Drawback:
rubbish on sand
Light from house
flats
unflat sand (not peace)

Uncommon common

Water is no taste. It has very low flexibility to sell and develop position.
Water is classified into pure water, mineral water, distilled water, natural water, space water, active water, oxygen-rich water and deionized water. However, it still cannot distinguish from brand to brand. And there are so many kinds of water that customer is confused.

Technology, therefore, becomes an important strategy to develop strong position in water market.
Under very strict supervision, many brands, such as Watsons Water, aims at producing 100% pure water.

Image is another point. Every brand must have its own personality. Otherwise it is very difficult for customers to distinguish who you are in the water market. Through many media, switching from hardware to software, to package and promote its own brand and defeat other brands in the same market.

Packaging is another point. Watsons new packaging with active green, suggests a professional and pure image. It also releases vital and vigor. Curve bottle shape instead of bucket bottle shape increases comfort of holding the bottle.

Minor change makes great improvement.
It depends on how well you understand the products and consumer needs.
That is strategy.