SHANGHAI, JUNE 18, 2012— JWT’s highly acclaimed ‘Heaven and Hell’ ad for Samonsite has become most awarded print ad of all time, earning both JWT and China a place in advertising’s history.
‘Heaven and Hell’, which took home 10 Grand Prizes, 38 Gold awards and 3 Yellow Pencils over the last 12 months, displaced Volkswagen’s 1999 “Wedding”, which reigned as the most awarded print ad for the last 13 years, according to Emma Wilkie, Managing Director of the Gunn Report.
“We were extremely fortunate the stars were aligned on the Samsonite Cosmolite project; we had a great team, a great product and a great client that had vision and courage,” said Yang Yeo, Chief Creative Officer for JWT Shanghai.
Heaven and Hell kicked off its winning streak at Cannes 2011, where it brought home four Gold awards and China’s first-ever Grand Prix. The campaign also brought home China’s first ever Grand LIA from the London International awards, and went on to dominate every major award show worldwide over the next 12 months.
“The fact that the most awarded print ad in history came out of China really illustrates that China’s star is rising, not only economically, but creatively. Its exciting to be in this industry, in this country – and working with this team – at this time,” said Lo Sheung Yan, JWT’s China Chairman and Northeast Asia Executive Creative Director.
This seminal piece of print advertising is the result of a long creative journey by the team at JWT Shanghai. Samsonite wanted an ad that illustrated the durability of their upmarket Cosmolite luggage. The JWT Shanghai creative team, led by Yeo and executive creative director Elvis Chau, zeroed in on the idea of how heavenly it was for passengers up in first class compared to the hell their luggage went through, below. JWT Shanghai’s Art Director LV Hao Xi produced a sketch that told the parallel stories of one traveler and one suitcase through the heaven, and hell, of a first class flight.
The team thought a Renaissance-style oil painting replete with angels and devils would capture the mood, and hired a Chinese oil painter to bring Hao Xi’s sketch to life on canvass.The first attempt didn’t quite capture the mood, and the team decided to scrap the idea and try another route. They wanted the look and feel of a classic oil painting, but realized it could an painter many many trails and many months to get it just right. So the team turned to Illusion Studio in Bangkok for their expertise in CGI.
The studio first did motion-capture work with live male models, to get the look and feel of the body and muscles just right. Days were spent tweaking those pose of the models and the lighting to produce a sculpture-like effect. The attention to detail paid off, producing an ad that set a new benchmark for the entire creative industry.
“This is a historic moment, both for JWT and for China, and I’m extremely proud of our entire team at Shanghai,” said Michael Maedel, President, JWT Asia Pacific. “They have firmly established JWT as the creative leader of China’s advertising industry.”
To view the ad, click on http://www.jwt.com/heavenandhell
About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore, today has more than 3,000 employees spread across 18 countries.
Not only are we recognized as one of the largest and most experienced agencies in APAC, but also one of the most creative. In 2011, we captured Mainland China’s first Cannes Grand Prix Lion and first Grand LIA at the London International Awards. We were also named the number 3 Network Agency of the Year at Spikes Asia. Our long history of firsts continues with Lo Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first ever Jury President from China.
In addition to working with JWT’s prestigious multinational clients, JWT APAC works with some of Asia’s largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng & Tobacco.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC. JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
Asia Pacific Director of Corporate Communications