R. Leung Portfolio 1109 Consumer.indd
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R. Leung Portfolio 1109 Consumer.indd
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net The Work of Robert C. Leung Consumer Portfolio Online: rcleung.com Online PoRtfolio: rcleung.com passionate logic Biography of Robert Leung When was the last time you felt passionate? Yesterday? A moment ago? Can you remember? I’ve always wanted to make people feel something. That’s how, and why I got into advertising. I wanted to influence people, impact them, inspire them. I believe if you can make someone feel something that’s true, good or bad, you will make a connection. And if that truth is relevant to them, good or bad, you will get their respect and perhaps their loyalty in return. I believe every ad is a conversation with someone, just as if you were speaking to them in person. If you don’t believe in what you say, it shows and they can tell. I graduated from Pratt Institute with a degree in Industrial Design. I decided it wasn’t for me. I bounced around a bit and fell into a job at an ad agency and found that I loved it. I’ve created advertising and integrated communications for national brands ranging in diversity from Nissan Automotive to Minolta cameras. Tampax feminine hygiene products to Izod Lacoste fashions. From Centrum nutritionals to The March of Dimes, Bayer Pharmaceuticals to Cutex Nail Polish. From fashion to fitness, automotive to cosmetics, food to floor cleaners. I’ve amassed well over 150 commercials in the process and accumulated a great repertoire of marketing and strategic skills, while working for big and small agencies alike. One thing I really enjoyed was creating and teaching a class in advertising philosophy at Parsons School of Design in NY. It was really about teaching creative people how to function more successfully in a business environment. It was the class I wish someone had taught me. I also had the unique opportunity to work on feature film development in Hollywood and on location in the wilds of Utah. That was one of the best, most collaborative creative opportunities I’ve ever enjoyed. I’ve even had the opportunity to art direct a music video. I have had several successful exhibitions of my personal artwork (a sample of which is on the right) in NY, Westchester and Connecticut. The work takes a very different look at love and the heart as a symbol of love. You can see my work on my website at: www.heartworx.com. I’ve also written and published articles for a national magazine and on the internet. I am an avid scuba diver and as you might have guessed a rated competitive chess player. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net “Chess is as elaborate a waste of human intelligence as you can find outside of an advertising agency.” - Raymond Chandler The Centrum Franchise Centrum Is a modern day marketing success story. Centrum was created at Carrafiello Diehl & Associates. And under CDA’s 25 year stewardship Centrum has risen to be the #1 multivitamin brand in the world with $1 billion in sales. For the past 15 years I have been proud to have played a key role in the development of the creative work and marketing strategy that has catapulted the Centrum franchise from $200M to $1 billion dollars in worldwide sales. I have been intimately involved in managing every aspect of Centrum’s marketing, advertising and promotion. Print, TV, Radio, Internet, Packaging, Promotion, Research and New Product Development. This includes Centrum Silver and Centrum Performance as well. One of my specialties is the development of unique and compelling demos. After 15 years of research and development creating thousands of demos, I’ve refined the use of the demo to be the persuasion point of a Centrum “Truck” TV commercial. I’ve developed a system to create specific strategies for the demo itself. Creating a demo that closes the sale without losing the entertainment value of the spot is an art, believe me. The latest advertising takes a fresh, new look at the old side by side comparison. Using 2 trucks in a dramatic desert locale and 2 elevators on a futuristic skyscraper they both make a powerful and persuasive proposition from device as old as advertising. I helped create and launch Centrum Silver. The #1 vitamin brand for people 55+. We pioneered the Boomer nutrition market with the introduction of this brand. I also helped launch and create Centrum Performance. A 20-something energy focused brand. Centrum “Elevator” TV Centrum “Elevator” Demo Online Portfolio: rcleung.com “Advertising is the modern substitute for argument; its function is to make the worse appear the better.” - George Santayana Elations Elations was a brand new product introduction. A tasty, glucosamine enriched drink that soothes the aching joints of baby boomers. We called it: “The best drink in the joint.” The commercial received one of the highest recalling test scores in it’s category. Perhaps this stems from the unique testimonial voice we used, that of a person’s joints. When you think about it each joint has it’s own personal history. The knee that took a fall for you as a toddler, got bruised competing in high school gymnastics and bounced your newborn baby. The shoulder that stretched to make a Little League catch, helped support a friend, and had more than a few tears shed upon it. All are part of creating a memorable brand personality that helped power a successful launch and a national rollout. This unique voice translated into a beautiful print campaign that allowed the parts of the body to speak their mind. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Advertising is a valuable economic factor because it is the cheapest way of selling goods, especially if the goods are worthless.” - Sinclair Lewis Caltrate Plus Soy After listening to a lot of women frankly discuss “it,” I learned there’s a whole lot more to menopause than just mood swings. I learned that today’s woman did not want to suffer in silence. They were willing to discuss this formerly taboo biological milestone openly. So when Caltrate Plus Soy was being introduced into an already crowded market the problem was how could we use that emotional insight to educate and separate ourselves from the rest of the pack. Targeted toward a different generation of women who were not going to have their mother’s menopause, we chose not to commiserate or to mourn but addressed the issue with a smile and a take charge attitude. The good news is, there’s life after menopause. The ads were very well received for their irreverence and refreshing honesty. The result was a better than projected share of market year one. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left.” - David M. Ogilvy Belmay Fragrances Belmay Fragrances is an international company that creates fragrances for everything from the most expensive designer perfumes to those little cardboard pine tree car deodorizer. They pride themselves on being experts at creating the latest olfactory fashion trends and they use an enormous computerized data base to help them accomplish their earthy, citrusy, musky magic. Well I thought, they’re sort of like Gypsy fortune tellers who read the future with their noses. And Voila, the line and the campaign idea: “What tomorrow smells like” was born. Ahhh, the sweet smell of success. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Time spent in the advertising business seems to create a permanent deformity like the Chinese habit of foot-binding.” - Dean Acheson Carrafiello Diehl & Associates Advertising - Agency Self Promotion These ads were directed at the pharmaceutical industry and the medical advertising community in general in an attempt to re-establish a presence with both. They focus on the changes in the “Boomer” community and leverage the agency’s expertise. We discovered that there are really three kinds of Boomers - front end, middle and back end. All with different experiences and motivations. It’s a provocative and relevant marketing insight that the drug generation of the 60’s is still the drug generation but for very different reasons. They are now challenging the medical establishment and these ads help position us as uniquely able to answer those challenges. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com I know half the money I spend on advertising is wasted, but I can never find out which half. - John Wanamaker The March of Dimes I don’t think there are many things more emotional than the thought of a child dying at birth. Premature birth. A compelling issue but in a world of compelling issues and a tidal wave of requests for donations to numerous charitable causes how do you breakthrough to an audience of women who are instinctively sensitive to this issue without alienating them? When we won the March of Dimes account we discovered that their message wasn’t clear. Women didn’t really know what the problems of premature birth were because they are so many consequences. From death to a myriad number of life-altering birth defects. And women had no idea of the scope of the problem. Over half a million babies born premature every year. So we simplified the message focusing on how many babies actually die. And we focused on the scope of the problem. Thousands at risk. Thousands will die. The site of thousands of babies in the stands of a stadium dissappearing brought many women to tears in its story board form. We added a haunting original soundtrack to enhance the message. I should point out that when this commercial was tested in focus groups and not one woman selected it. But when asked which commercial would make them actually voulunteer or donate their choice was unanimous. I have to give the client credit for having the courage to produce and run this spot. March of Dimes “Stadium” TV :60 ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net “The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.“ - Bill Cosby Cutex When Cutex decided to relaunch their line of nailcare products into an already crowded marketplace we began searching for an unique entrance point. We knew that romance novels were a part of our target’s library so I came up with the idea of letting the heroines of some potboilier romance novels make the sale. The copy, written as excerpts from these faux novels, was an intriguing and eye catching way to deliver a simple sell of: costs more but worth every penny. The ads succeeded in helping to re-establish Cutex as a player in the market. The client received much favorable mail, some requests for books and a significant increase in sales. cutexnails.com cutexnails.com cutexnails.com Online Portfolio: rcleung.com “Advertising is legalized lying.” - H.G. Wells Able Laboratories Selling the best generic drug as the only one may sound like an oxymoron but that’s exactly what Able labs does. And they do it very well. How to let the trade know in a colorful, breakthrough way? Standing out in most conservative trade journals isn’t the problem. Getting conservative clients to agree to stand out sometimes is. But to the management at Able’s credit they loved this campaign. I made good use of their logo swoosh as a integral graphic element in the design of the layout. I used broad, bright colors to draw attention and add an element of the contemporary. And while you may not have heard of them rest assured their industry has taken notice. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Early to bed, early to rise. Work like hell and advertise.” - Ted Turner Burke Rehabilitation Hospital The Burke Hospital account presented a unique problem. By far one of the top facilities in its class with state of the art equipment and staff. Known for their innovative personalized treatment and a dedicated, resourceful staff second to none. But they were losing patients to nursing homes and regular hospitals. We created a campaign that tapped into the concerns that patients and families of traumatic illness or injury could relate to and used the iconic graphics that every hospital uses in a unique and ownable way. So much so that patients staff and even doctors from competitive hospitals remark when they see that wheelchair symbol anywhere that it reminds them of Burke. The tagline was a quote taken from one of the patients who enthusiastically pronounced: ”When they said rehab, I said Burke.” Burke liked our ads for their hospital so much they asked us to develop a campaign for their state of the art health facility that catered too a 45+ market. We created a campaign showing hip, healthy matures working out in a no nonsense environment, safe from spandex and loud music, summed up with the line “Fitness Comes of Age.” Burke “What’s the Difference” TV ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Advertising is the rattling of a stick inside a swill bucket.” - George Orwell Chromax Chromium picolinate is a nutrient vital to our health. Chromax is a branded form of what Newsweek dubbed one of the “Super Nutrients” that is better and more effective than any other brand. Unfortunately the trade doesn’t know their name. That’s where I came in with a campy campaign that capitalized on comicky icons to increase name awareness. Orange and blue are their logo colors and it was the perfect compliment to this approach to use the offset graphics that mimic the old 3-D glasses. A conservative company in a conservative industry it took some convincing to get them to try this approach. But it’s easy to see that these ads would stand out in any trade journal and so would the name Chromax. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “Many a small thing has been made large by the right kind of advertising.” - Mark Twain The Pajama Program What a wonderful charity to be affiliated with. Started by Genevieve Piturro’s in 2000. The Pajama Program has grown from one person’s vision to a nationally recognized charity that has helped tens of thousands of underprivileged children who are awaiting adoption in the US and abroad stay warm through the winter. I gave the program a face with a little girl we called “Nicole”. She represents all the children in need and has been very successful in getting people’s attention and moving them to help. In fact one man who spent his childhood in the very orphanage where the Pajama program is headquartered, and who is now a very successful businessman, saw our ad with Nicole and was so moved he called Geneveive and said he wanted to help in any way he could. He returned to the orphanage for a very emotional tour and has been one of the charities biggest benefactors ever since. You can learn more about The Pajama Program at: www.pajamaprogram.org ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com “You can fool all the people all the time if the advertising is right and the budget is big enough.” - Joseph E. Levine Carrafiello Diehl & Associates Advertising - New Business Direct Mail The agency signed on to a new biz program, pioneered by the Saatchis, called “The Canal System.” The system is predicated on cultivating relationships over the long term and being opportunistic. We needed a series of clever posters and a little something to send along with them to increase memorability and make the follow up conversation a little easier for our agency prospectors. In these cases we sent out lottery tickets (unbelievable response), tootsie pops and for our boomer presentation some incense. While they may seem very simple we got a remarkable response from almost everyone we spoke to and we found those who didn’t have work for us to be more than willing to share information and refer us to others who might. Many people commented how the promos made them smile or chuckle. It also resulted in a number of meetings, projects, new business and some promising new relationships. ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net “The trade of advertising is now so near perfection that it is not easy to propose any improvement.” - Samuel Johnson (1709–1784) Ethicon Endo-Sugery When Ethicon Endo Surgery, a division of Johnson & Johnson, wanted to do a DTC spot to make consumers aware of their new minimally invasive technology to relieve GERD (Gastroesophageal Reflux Disease) we went right to the heartburn of the matter with hard hitting tesimonials based on real life experiences. The result was a hugely successful call rate wherever whenever the commercials ran. And a successful launch for their new product. Ethicon Endo-Surgery TV :60 “Treat It of Fix It” Online Portfolio: rcleung.com “Advertising is 95% confusion and 5% commission.” - Fred Allen Ward Acting Studio When I first saw the off Broadway production of “I Wish You A Boat” I was so moved by the talent and passion of the actors I felt compelled to somehow participate in some way with this wonderful project. My opportunity came after speaking with the founder of the school, Wendy Ward. I discovered she had been struggling to market the show for some time. The play, which she wrote, depicts a 19th century shipwreck from the perspective of the upper and lower classes, . “There’s so much to tell but I don’t want to give it away.” She just couldn’t find the right line to capture the magic of the show. I really wanted to help. I was inspired by the commitment of this group of students and their instructor who built sets, sewed costumes, and spent countless hours in rehearsals all for the love of their craft. Their work made for a powerful emotional journey which I was determined to encourage more people to see. The answer came to me in the line: “Sometimes the difference between life and death is simply a matter of class.” The complete separation of these classes literally above the water and below made the psoter design a natural extension of the story. Everyone loved it. The show was very successful in helping the school and it’s students get some well-deserved recognition. For more on “I Wish You A Boat” go to: www.iwishyouaboat.com For more on The Ward Acting School go to: wardstudio.com ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net Online Portfolio: rcleung.com ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 rcluw@optonline.net “The trouble with us in America isn’t that the poetry of life has turned to prose, but that it has turned to advertising copy.” - Louis Kronenberge EXPERIENCE Clients Products Able Labs Anacin Belmay Fragrances Beefsteak Breads Bayer Pharmaceuticals Centrum Vitamins Florsheim Shoes Cinch CENTRON MEDICAL ADVERTISING NY 5/07-3/08 VP CREATIVE GROUP SUPERVISOR ALL CREATIVE WORK ON STIEFEL DERMATOLOGICAL BRANDS: OLUX • OLUX-E • LUXIQ • VERDESO • SORIATANE Heinz Foods Chloraseptic Johnson & Johnson Combat JW Childs Comet CARRAFIELLO, DIEHL & ASSOCIATES, NY 5/89-3/07 SENIOR VICE PRESIDENT, ASSOCIATE CREATIVE DIRECTOR CENTRUM VITAMINS • PATRICK EWING SPORSTSWEAR • PINE-SOL • COMBAT • DYNATRIM WEIGHT LOSS PRODUCTS BAYER PHAMACEUTICALS • CALTRATE • BELMAY FRAGRANCES • Johnson & Johnson • ETHICON ENDO SURGERY March of Dimes Compound W Minolta Cutex Nail Care Mitsubishi Motors Danskin Nissan Automotive Dynatrim Diet Aid Pajama Program Elations Joint Drink Prestige Brands Fibercon Rolodex Florsheim Shoes Ronzoni Macoroni Co. Heinz Gravy & Pickles Spic and Span Co. Izod Lacoste Fashions Stiefel Pharmaceuticals Minolta Cameras Tambrands Mitsubishi Cars The March of Dimes Pine-sol Wyeth Healthcare New Skin Z-Coil Footwear, Inc. Nissan Cars RCL & ASSOC. INC, NY 3/08 - PRESENT CREATIVE DIRECTOR KPR ADVT NEW BUSINESS CONCEPTS • FLAUM COMM • PROTOPIC, ENBREL, DEPOMED, STAVZOR • Z-COIL FOOTWEAR INC. • WELCOME HOME NY REALTY CAMPBELL-MITHUN, NY VICE PRESIDENT, CREATIVE SUPERVISOR ANACIN • NISSAN AUTOMOTIVE • MINOLTA CAMERAS • TAMPAX GREY ADVERTISING, NY VICE PRESIDENT, CREATIVE SUPERVISOR MITSUBISHI MOTORS • RENAULT AUTOMOTIVE • DANSKIN • IZOD LACOSTE • NO-NONSENSE PANTYHOSE • HEINZ FOOD PROUCTS McCAFFREY & McCALL, NY SENIOR ART DIRECTOR ABC-TV • ZENA JEANS • ROLODEX OFFICE EQUIPMENT EDUCATION PRATT INSTITUTE HS OF ART & DESIGN GRADUATED B.A. INDUSTRIAL DESIGN GRADUATED: MAJOR - ARCHITECTURE TECHKNOW INDESIGN • PHOTOSHOP CS3 • ILLUSTRATOR CS3 • GOLIVE • FLASH • QUARK 7 PERSONAL INTERESTS No Nosense Panty Hose Spic and Span Teen Tampax Paragon Diapers COMPETITIVE CHESS • SCUBA DIVING • COMPUTER GRAPHICS • TEACHING • DEVELOPMENT OF MEN’S TEAMS • PUBLISHED MAGAZINE/INTERNET AUTHOR • COMMUNITY SERVICE Patrick Ewing Sportswear Z-Coil Pain Relief Footwear
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