These were the words our CEO Lau in Beijing started his elaborate speech. It climaxed in the announcement to switch the identity from a Lion to a Sheep. It was a fake. We wanted to make people wake up, stand up. Behave the way proud creatives are supposed to. Not doing a nine to five job.

The reception was great.

Even in in the Publicis HQ for Asia/Pacific in Singapore: They asked me to move on to other offices in the region, up to my preference.

An internal communications campaign. With Publicis Beijing.

Health surveys are telling us that a healthy lifestyle includes the consumption of fruits and vegetables 5 times per day. This simple message had to be conveyed. The executional idea was to use the warning messages on cigarette packs which were highly in the public focus at this time. But we “warned” of the risks of increased wellbeing.

Creative Direction in 2004 with Publicis Vienna for AMA Austria, the promotional organization in Austria for all agricultural products.

Creative Direction with Publicis for AMA – Agrarmarkt Austria the Organisation which promotes all kind of Austrian Agricultural products.

A subject to be handled very sensitively: the molestation of children.
Yet the need in the campaign to make an impact in order to get attention and raise money.
Showing the pain without showing anything. Was the most impactful, keeping in mind to always respect the dignity of the children. The ones being victimized and as well the ones we worked with.

Fundraising Campaign 2002.
Print-ad, Billboard, Directmarketing.