Introducing the August 2012 edition of the AFTERNOON TEA CREATIVE TRENDS BRIEFING, a new regular feature from NeochaEDGE ///.

1. AFTERNOON TEA CREATIVE TRENDS BRIEFING
VOL. 1 Aug. 2012
artwork MADI JU

2. Afternoon Tea, or 下午茶 in Chinese, is a tradition observed around the world that provides friends a
chance to relax and exchange ideas over refreshments. In the same spirit, NeochaEDGE presents the
"Afternoon Tea Creative Trends Briefing."
With this briefing, we aim to share trends, innovative advertising, and emerging creative culture from
around the world to inspire our clients and readers for future projects and campaigns.
Get yourself a refreshment, sit back, and enjoy.
artwork Ren hang

3. TRENDS
One Billion Asian Web Users
According to the Asia Digital Marketing Association, Asia's web population exceeded one billion users in July,
making up 46 percent of the world's internet users. Half of Asia's web users are situated in China.
INSPIRATION
Spending on digital advertising and marketing in the Asia-Pacific region reached $24 billion USD in 2011,
second only to the United States at $34.5 billion USD. Companies and brands should focus on promoting
their brands in the Asia-Pacific markets through an in-depth understanding of
domestic users and their online culture.
MORE: www.techinasia.com/asia-one-billion-internet-users/

4. TRENDS
Exercise Goes Social
GE makes exercise social and competitive with the release of a new app
called HealthyShare, that allows your Facebook friends to track (and shame) you as you work
towards your diet and exercise goals. Similarly, Nike Japan provided users with a fun way to
interact with the brand in its "Run Like Me" marketing campaign for its
LUNARGLIDE+ 4 running shoe. For every "like" received on the campaign's Facebook page,
British expat Joseph Tame will run 100 meters, until the end of the campaign on July 29th.
INSPIRATION
Brands can offer tremendous value to consumers by making real-world activities social, competitive, and
interactive. As part of GE's HealthyShare app, users can receive workout challenges from four Olympians in
the "Work Out With An Olympian" program, broadcasted on Facebook. Nike Japan's "Run Like Me"
campaign also saw great success, with 24,183 likes on its Facebook page as of July 26th, translating into
370.44km of running for Joseph.
MORE: https://www.facebook.com/nikerunjp/
http://www.psfk.com/2012/07/ge-facebook-social-exercise.html

5. CREATIVE CULTURE
KONUNGAR Comic Book from Xi’an-based Cartoonist MATRIX GTR
Matrix GTR is a cartoonist and graduate of the Xi’an Academy of Fine Arts. Recently, he began publishing the Konungar graphic novel
series in France, using the Western graphic novel style to tell the story of Erlang Shen, the Chinese God of War from the classic
Chinese novel Journey to the West. KONUNGAR serves as a great example of remixing elements from different cultures,
in order to tell a story in a fresh and innovative way.
MORE: http://edge.neocha.com/chinese-creatives/works-from-xian-based-comist-matrix-gtr/

6. CREATIVE CULTURE
CRANE Collection from NINO
Shanghai-based designer NINO presents the CRANE collection, bringing together traditional
and modern elements in a blend of simplicity and elegance. From the street to the teahouse to the
café, CRANE expresses pride in China’s rich national history in a modern and stylish manner.
MORE: http://edge.neocha.com/chinese-creatives/crane-collection-from-shanghai-based-designer-nino/

7. CREATIVE CULTURE
“No.223” Photography Series
“No.223” is the first photo collection of Beijing-based photographer and EDGE Creative Collective member No.223,
edited and designed by Aaron Nieh and published by Revolution-Star Publishing and Creation Co.Ltd. in Taiwan.
This set of books includes one main volume, a black and white booklet, text booklet, and posters.
Released in Taiwan, Hong Kong, Japan, and the Mainland, “No.223” is available for purchase online.
MORE: http://edge.neocha.com/photography/no-223-new-photography-collection-from-beijing-based-edge-creative-collective-photographer-no-223/

8. CASE STUDY
Love Letters Typography Exhibition
"Love Letters" is a typography installation launched in Shanghai by advertising agency BBH China,
in collaboration with UK typography company Fontsmith. Using Fontsmith's typefaces, and materials
including stone, metal, and acrylic, the installation exhibited the online dating messages of men who were
corresponding with a Western woman living in Shanghai.
INSPIRATION
"Love Letters" effectively communicated men's personalities using nothing more than text, color, and font. Simplicity is
often the key to effective communication, not only between people, but between brands and consumers as well. Brands
should be especially conscious about the way in which they communicate their personalities to an audience.
MORE: http://www.fontsmith.com/loveletters/

9. CASE STUDY
Keyboard of Isolation Installation
The Keyboard of Isolation is a groundbreaking campaign developed by advertising group DDB China for the non-profit organization
Family Care For Grassroots Community. In order to address the effects of internet addiction on families and communities,
the campaign first interviewed affected families to understand their individual stories. Model figurines were then crafted using
photographs of the families, placed in glass jars, and arranged on a 5-meter-long keyboard on display at public venues including
plazas and metro stations. Each of the models told the story of the individual portrayed.
INSPIRATION
Influential brands are, by nature, powerful storytellers. In order to tell stories that are relevant to the community, campaigns
must first understand the individuals that comprise that community on a deeply human level. The Keyboard of Isolation,
by addressing a deep-rooted issue through powerful imagery and creative storytelling, reached an estimated audience
of 1,800,000, with 89% saying that they would like to spend less time online, and more time with their families.
MORE: http://advertising.chinasmack.com/2012/chinas-award-winning-keyboard-of-isolation.html.

10. OUR WORK
NeochaEDGE x NIKE
Customized 2012 Year of the Dragon USB Thumbdrives
A few months ago, NeochaEDGE /// collaborated with Nike to produce this custom set of 2012 Year of the
Dragon USB thumb drives for Nike's internal division. Cute and functional, these customized thumb drives
come in four exclusive color ways, and were a great way to usher in the new year.
MORE: http://edge.neocha.com/neochaedge-client-work/neochaedge-x-nike-limited-edition-customized-2012-year-of-the-dragon-usb-thumbdrives/

11. OUR WORK
NeochaEDGE x Caster Evolution: Shanghai by DANCE
NeochaEDGE recently collaborated with the Shanghai-based Caster Evolution b-boy / breakdance crew to produce a
short video of dancing through the streets of Shanghai. Street dance is just one example of a grassroots youth subculture
that has grown tremendously in cities across the globe, offering brands an opportunity to develop relationships with the
leaders and trendsetters within these specific communities through branded media and sponsored events.
MORE: http://vimeo.com/45558883

12. OUR WORK
NeochaEDGE for VOLVO 2012 Art Sessions
NeochaEDGE participated in this year's Volvo Art Session, giving the world a taste of Chinese creative culture
with a four-day live art performance. Along with seven of China's top artists, our mission was to reimagine the
new Volvo V60 Plug-in Hybrid, along with a 30+ square meter background canvas behind it, on a massive stage
at Zurich's Hauptbahnhof train station, where countless numbers of commuters witnessed the performance.
Each artist was given nine hours to complete their treatment of the car, with the next artist painting directly over
the previous treatment, creating a continuous flow of creativity.
MORE: http://edge.neocha.com/neochaedge-client-work/neochaedge-for-2012-volvo-art-sessions-7-edge-creati
ve-collective-artists-take-over-zurichss-hauptbahnhof-for-a-massive-4-day-live-art-performance/

13. VISIT US EDGE.Neocha.com
CONTACT US EDGE@Neocha.com
artwork WANG MENG