WORKS

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The campaign drew over 300 attendees—when we were aiming for just 200.

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It sparked USD 355,000 in earned PR, without a cent of paid media.

I The campaign drew over 300 attendees—when we were aiming for just 200. I It sparked USD 355,000 in earned PR, without a cent of paid media.

 

Business Drive & Tech Leadership Campaign

When Those Who Should Have Fought Didn’t Show Up

  • Role:
    Senior Art Director

    Market:
    Malaysia

    Objective:
    Promote the launch of the Longxi Chinese-language creative awards in Malaysia, build local awareness, and encourage engagement with the Chinese creative community.

    Market Context:
    Approximately 20% of the Malaysian population is Chinese, and Chinese businesses actively advertise in the three key Chinese newspapers. Yet, Chinese creative excellence lacked recognition. Only eight Chinese copywriters worked in advertising agencies, mostly under English Creative leadership, limiting the platform for the craft.

    Key Actions & Strategy:

    • Developed a provocative creative concept led by English Creative leadership, highlighting the gaps in understanding and craftsmanship of the Chinese language—attention-grabbing while culturally tense.

    • Executed a poised 360° campaign across newspapers, radio, and digital platforms to drive attendance for the first Chinese Creativity Conference by Longxi.

    • Transformed cultural tension into a seamless audience experience, ensuring engagement while reinforcing industry credibility.

    Results & P&L Impact:

    • Over 300 attendees, exceeding the target of 200.

    • Generated USD 355,000 in earned PR without paid media.

    • Achieved regional and local awards: Silver at Spikes Asia, Bronze at Kancils, plus merits in Interactive, Integrated, Dimensional Direct, and Web Design at DMA.

    • Elevated visibility and validation of Chinese creative talent in Malaysia.

    Awards & Recognition:

    • Silver, Spikes Asia

    • Bronze, Kancils

    • Multiple merits: DMA Interactive, Integrated, Dimensional Direct, Web Design

    Technical & Creative Innovation:

    • Pioneered multimedia Chinese-language campaign, blending print, radio, digital, and interactive narrative when such hybrid leadership had no precedent.

    Legacy & Business Impact:

    • Heightened awareness and recognition of Chinese-language craftsmanship in Malaysia.

    • Demonstrated leadership in navigating cultural and creative constraints, setting a benchmark for future campaigns.

    Signature POV:
    “Leadership means showing up, even when provocation and craft collide.”

In 2008, Longxi — one of the most recognised Chinese-language creative awards — came to Malaysia.

It should have been a milestone moment for the local Chinese creative industry.
A chance to rise, be seen, and define what Chinese creativity could look like outside of China.

At the time, only eight Chinese copywriters were working in advertising agencies.
Two of them were considered strong.

The rest were scattered across magazines or media roles.
The language was alive, but the craft hadn’t been given a place to sharpen.

We were tasked with promoting Longxi’s arrival through an integrated campaign.

I was the Senior Art Director, but the core concept — a headline that read “Those Bloody Creative China People” — came from an English writer.

He thought it was clever. Provocative. A wink of sarcasm that would rile attention.

The Chinese writer approved it. I stayed silent, and it happened.

It filled the room. Two hundred seats became 300.
We gained USD 355,000 worth of free PR mileage.

On paper, the campaign worked.

But in truth, the headline betrayed what it claimed to champion.
It didn’t elevate Chinese creativity.

It mocked it — in English, with no pride or craft in the language it supposedly fought for.

And the ones who should’ve fought for it — didn’t.
Not the writer. Not me. Not the client.

This campaign taught me three things:

1. That provocation without purpose is just noise.
2. That silence, when you know better, is complicity.
3. And that not all results are worth your name.

The event faded. The headline was forgotten.
Longxi never returned to invest in creative growth here, but the lesson stayed with me.

Leadership is the willingness to show up for your people.
I’d pay homage to the Chinese language through calligraphy or ink painting, which embody the soul of Chinese culture and its highest form of craftsmanship.

That day, I was being cleared to focus on executing the work.
And I kept showing up for what I could control.

Even when the message wasn’t mine to change, I gave everything I had to ensure that the values, standards, and craft still shone through.

We built a 360-degree campaign from the ground up — from print and posters to radio, and PR.

The microsite experience that, for 2008, was daringly ahead of its time.
Interactive tension. Motion. Narrative flow.

We turned a provocative concept into a seamless user journey —
at a time when hybrid leadership and multimedia UX didn’t even have names yet.

And the work delivered.

It won Silver at Spikes Asia.
Bronze at the Kancils.
Merits across Interactive, Integrated, Dimensional Direct, and Web Design at DMA.

Not all outcomes feel clean.
Not every win feels proud.
But this one taught me that leadership means showing up, even when the situation is complicated.

And when you still have a team depending on you,
you make sure what gets delivered still carries the weight it deserves.

I’m glad I returned what they earned:
Industry recognition for their craft.
Even if the headline missed the mark—
the work still left its mark.

  • Integrated Campaign, Silver Spike 2008
    Web Design, Bronze Kancil Awards 2008
    Interactive Campaign, Merit DMA Awards Malaysia 2008
    Integrated Campaign, Merit DMA Awards Malaysia 2008
    Web Design, Merit DMA Awards Malaysia 2008
    Dimensional Direct Mail, Merit DMA Awards Malaysia 2008