English copywriter in Hong Kong

How do you appeal to the very, very top level venture capitalist?

The type of person who can literally change the world?

I’m talking here about the kind of people who back Google, champion sub-orbital tourism, finance  recombinant DNA and are generally behind the coolest stuff imaginable.

You appeal to them the same way you appeal to anyone. You amuse them.

That was the guiding principle behind this project, which the English copywriter in Hong Kong helped devise.

Targeting the world’s most ambitious venture capitalists, the integrated advertising campaign for global legal services provider Clifford Chance focused on the idea that, It’s always more rewarding to play by the rules.

Hard to argue with that thought. And table football expresses it in a simple, engaging way.

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Hong Kong Institute of Certified Public Accountants is the only body authorised by law to register and grant practising certificates to certified public accountants in Hong Kong.

These two print executions were part of a rebranding exercise the Hong Kong copywriter (who specialises in English) helped them develop.

The objective of the campaign was to launch their new brand and highlight their brand DNA – “the success ingredient”.

Who needs images when you have strong words?

There’s another execution past the fold.

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The English copywriter developed this print campaign for Tricor, Hong Kong’s largest provider of corporate services.

Deceptively simple, the ads quickly communicate various services this company offers in an an engaging way.

The key to this kind of work is to find some way of presenting the brand in an understated way.

But if it’s understated, will it get noticed?

Yes.

This kind of advertising typically appears in trade media or special sections that are cluttered with busy, unfocused and poorly produced executions.

In such an environment, an interesting benefit-driven headline or pithy observation goes a long way to getting attention and conveying the quality of the brand.