Advertising copywriting

English copywriter, Hong Kong creative, Shanghai beer advertising

Hong-Kong-copywriter-freelance-beer-largeThere’s only one thing more fun than beer and that’s beer advertising.

Come to think of it, brewmasters are pretty fun too, as the English copywriter in Hong Kong found out during the development of this campaign for a new craft brewery in Shanghai.

If you ever find yourself in Shanghai, grab the Maglev from the airport then stroll a couple of blocks to the Kerry Hotel Pudong, Shanghai. Even better, jog to the hotel and work up a bit of a thirst.

Upon entering the hotel, don’t be distracted by the sumptuous surroundings. Resist any tempting aromas (you will encounter many), and head straight for the craft brewery, The BREW. When there, ask Leon the brewmaster to pull you a delicious fresh frothing pint of his amazing beer. Tell him the English Copywriter in Hong Kong sends his regards, raise your glasses, and drink a toast to art director Michelle Miralles, photographer Todd Taylor and crew, and the great team at the hotel who all helped to make this shot look so cool.

Advertising copywriting for consumer electronics product

Bluetrek is a rising star in the Bluetooth accessories category.

The Hong Kong English copywriter helped devise an integrated advertising campaign to globally launch their flagship Crescendo – the world’s friendliest Bluetooth headset.

In addition to this video, the campaign included print ads, posters, brochures, a website and another video targeting trade…

[Read more…]

Asset manager brand positioning and brochure

MA01-financial-services-brochure-copywriting-212x300Mirae Asset is a remarkable Korean financial institution.

Launched at the height of the 1997 Asian financial crises, the company pioneered consumer mutual fund investing in Korea.
Its dominant position in Korea’s retail investment sector has enabled it to rapidly expand at home and overseas. The Hong Kong English copywriter helped the company in many ways, from video scripts to advertising, websites, collaterals and more.

I also coined the Mirae Asset brand positioning line: Building on principles.

The photographs for this Mirae Asset corporate brochure were shot at an airstrip in London during an icy gale. Ohhhhh the hardships the Hong Kong English copywriter will endure for his clients.

The brochure spreads demonstrate how a strong brand slogan can lead to interesting creative possibilities.

The bridge depicted is from a design by Leonardo Da Vinci.
[Read more…]

Kellogg-HKUST EMBA advertising/rebrand campaign

Education-copywriting-300x259The Kellogg-HKUST EMBA programme is consistently rated among the world’s top three by objective observers who measure a number of factors, including graduate earning power.

The success of this programme is a remarkable achievement and has helped put Hong Kong on the map as a regional destination for senior executive education.

The English copywriter in Hong Kong led the creative team for a student recruitment advertising campaign for the programme, and also coined the tagline: The world class as part of a brand enhancement exercise.

The advertising campaign posed intriguing questions, the answers to which were found at a URL.

Scriptwriting for video and TVC

Brand Hong Kong is a unit of the Hong Kong Government that’s responsible for attracting foreign investment to the city.

They must be doing something right because Hong Kong’s flooded with foreign investment.

The English copywriter in Hong Kong wrote the script for the above film. I have written lots of video, TV, and film scripts for various purposes over the years. This one is unusual because the final production is virtually identical to Draft 1 of my script.

Perhaps I should rename to the video scriptwriter in Hong Kong.

Brand Hong Kong also spun off a 30″ television commercial from the production.

Print campaign for market research company

synovatehomework-197x300The English copywriter in Hong Kong completed quite a lot of projects for global market research specialist Synovate.

In fact I even came up with their breakthrough “curiosity” brand DNA/positioning.

When it comes to market research, this little print ad says it all, “To get to the top of your class you have to do your homework.”

This particular ad ran in Media magazine.

At one point I wrote all the copy for Synovate’s series of brochures and their website

I developed the navigation for the Synovate website too. I believe website copy and navigation should ideally be developed by the same person. That way you get a much tighter, more focused site that is more goal driven.

Print ad for Intercontinental Hong Kong

intercontinentalwidescreenThe Intercontinental Hong Kong is one of the city’s finest hotels, and certainly offers one of the best views.

To highlight this view, the Hong Kong English copywriter developed this print ad for this magnificent property for an insertion into Conde Naste Traveler.

Business writer for professional certification body

Hong_Kong_Business_writerHong 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. [Read more…]

Jingle for HK Disneyland opening

When Hong Kong Disneyland first opened, the HK Government decided it would be a good idea to run an advertising campaign to alert the public to the various transportation routes to the park.

The Hong Kong copywriter came up with the pitch-winning campaign.

For me the most interesting aspect of it was my jingle, which became a popular success. You can hear it below without the voice over.

“It’s More Fun When You Plan Plan Plan”

The local mobile companies pirated it for a ringtone. Radio DJs were encouraging people to call in and sing alternative endings.

I think it was popular because of the inherent contradiction in the message… that something is more fun when you plan plan plan. In fact a little spontaneity and surprise is often more fun.

I heard that the kid’s accent annoyed some people. That’s another factor that helped it get noticed.

Corporate services print advertising campaign copywriting

Tricor-HKThe 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?


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.