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BILL C. H. HO
Creative Direction / Art Direction
2
Born and raised
in Hong Kong,
spent his teenage
years in Ottawa,
Canada, earned
his BFA at Pratt
Institute (USA)
and started his
career in the
fashion industry in
New York, and
now has been
living and
working in Hong
Kong & China for
over a decade
as a senior
creative in the
advertising
industry, Bill
understands the
culture of both
East and West –
and that enables
him to blend
both ways of
thinking and
connect to the
target audiences
effectively with
insightful ideas.
WORK
3
LOVE/HATE

THE NEW BALANCE
New Balance launched a new campaign called “Love/Hate- the new balance”. They
wanted to increase the awareness of this campaign using Touchmedia’s system. The
campaign is developed by Proximity and they need an interactive adaption on
Touchmedia.
Role: Creative direction, art direction 4
LOVE/HATE THE NEW BALANCE
The Solution:
• We’ve developed an interactive mini game that tides in with the campaign – user needs to let the runner run
into the positive words to score points and avoid the negative words.
• User can then submit the score and their phone number in order to enter the contest, 10 person with the highest
scores would win a pair of New Balance.
5
LEVI’S INDIGO
Levis is launching a new product – Indigo Jeans, using elements of the original Levis and
fused with patchworks and prints by young Chinese artists. They also using Taiwanese
singer ZY Zhang as their spoke person.
Levis wanted a hip and fun interactive in Touchmedia’s system.
Role: Creative direction 6
LEVI’S INDIGO
The Solution:
• We understand this product targets the hip and young audience looking for something fun and cool. We’ve
developed a “treasure hunt” interactive – user must find 3 secret keys in order to unlock the chance to win a
pair of Indigo! Once the 3 keys are found user can submit phone number to enter lucky draw.
7
ABSOLUT MODE
The special edition of ABSOLUT MODE bottle is designed to celebrate the timelessness of
fashion stylist, photographers and models. What if we invite consumers to show off their
fashion style through the lens of Absolut MODE?
Role: Creative direction, art direction 8
ABSOLUT MODE
The Solution:
In this campaign, we are inviting everyone in China to show off their fashion style on our website, create their own
ABSOLUT MODE poster and share on SNS. Participants will receive an ABSOLUT cocktail recipe that best match their styles.
9
ABSOLUT MODE
The most popular 12 will have a chance to have their ABSOLUT MODE poster printed on YOHO magazine!
10
TIGER BEER BATTLE OF THE BANDS
Tiger Beer is hosting a “battle of the bands” event to encourage rockers in China to
participate.
Role: Creative direction/ art direction 11
TIGER BEER BATTLE OF THE BANDS
The Challenge:
• Rock and Roll is not that mainstream in
China and the previous event did not
raise that much awareness.
The Solution:
• What if we can connect rock fans in
China via SNS and tell us your favorite
band, as well as recruit aspiring and
up and coming talents to join the
contest?
Project is shortlisted at Spikes Asia 2012 http://tinyurl.com/a72w7x9
12
TIGER BEER BATTLE OF THE BANDS
We have created a campaign site that invites China rock fans to connect and share their favorite band via SNS,
they can also know more about the event and register to participate.
13
14VIDEO URL: https://vimeo.com/316516407
CHIVAS COLLECTIVE
Bringing Chivas from no.1 whiskey icon to culture icon in China
Role: Creative Direction 15
We’ve created an online hub for consumers to know more about
the ideas behind Chivas Collective, including curator interviews,
the time lapse of the process, and the experience Chivas
wanted to convey from each space – consumers can register
and get ticket from the site.
During this month-long event, we’ve captured the highlights
everyday and broadcasted on the site, as well as video recap of
the key events, consumers can virtually experience Chivas
Collective online.
CHIVAS COLLECTIVE
16
17VIDEO URL: https://vimeo.com/316516156
CHIVAS NIGHT BOTTLE
Chivas China is launching an all new, all reflective 4.5L magnum “night bottle” for party
goers to show off
Role: Integrated Creative Direction 18
The Chivas Night Bottle is designed specifically
for consumers to show-off at bars and clubs
with it’s silver reflective surface.
To let consumers enjoy the glamorous attitude
this sub-brand represents and encourage
consumers to “shine” at parties, we developed
an O2O experience where a team of
paparazzi capture all the “shining moments” at
each of the Chivas Night Bottle parties, all
these shining moments are live fed to the LED
display at the venue.
Consumers can download and share their
shining moments via mobile site.
CHIVAS NIGHT BOTTLE
19
We’ve also created online engagements for consumers to
experience Chivas Night Bottle’s “shining culture”.
A “Shining Dance” game is built – using any light source and dance
with your hands to create cool graphics, and if you can match with
all the Night Bottle Shining Dance moves you can win a Night Bottle
for free.
Consumers can also download some of the latest dance tracks
remixed by DJ Tevo – login via SNS, pick a tune and create a virtual
album cover and you can download for free.
CHIVAS NIGHT BOTTLE
20
OPPO R17
SOCIAL CONTENT
Role: Creative direction, art direction 21
22
23
VIDEO URL: https://www.instagram.com/p/BrMS41Ugcqa/VIDEO URL: https://www.instagram.com/p/BrLD-mOg9XG/ VIDEO URL: https://www.instagram.com/p/BrH72O_ga-d/
24
Gillette, a brand dedicated to
precision and fans came
together to co-create
cheering messages crafted
with precision, laser etched
onto a Gillette blade – It’s tip
and edge is thinner than a
sound wave, in support for the
man of precision – Ning Zetao
at the 2016 Summer Olympics
in Rio de Janeiro.
M O T I V A T E W I T H P R E C I S I O N
Role: Creative direction, art direction 25
The campaign starts with a brand film, which
introduces audiences to Neymar Jr., Andy Tennant,
Ashton Eaton and Ning Zetao. The film tells that Perfect
Isn’t Pretty and that they have to forge their way to
lazer precision. In China, Ning’s story are further
amplified on social media. Inspirational stories that
showcases the effort he puts into to forge his way and
become who he is today.
Co-creating an Artwork of Precision :
Consumers are invited to an online mobile experience
where they are encouraged to share their
#ForgeMyWay# manifestos to motivate Ning. Each
message is micro-engraved onto a Gillette razor blade.
The height and width of each character measures
precisely 0.5mm by 0.5mm, with each stroke of the
character as fine as 0.1mm. The etched blades and
collected and combined to precisely form a mosaic
artwork in order to break World Records with Ning.
M O T I V A T E W I T H P R E C I S I O N
26
27VIDEO URL: https://vimeo.com/316515189
GOING AROUND IN CIRCLES IS IRRITATING
When you dry shaves the razor head goes round and round over
your face and irritates your skin, while the buzzing sound irritates
your mind - as irritating as all those nagging on tiny matters our
Chinese TA has to face.
Role: Creative direction, art direction 28
29VIDEO URL: https://vimeo.com/314455193
THE SECRET OF “SUBE-SUBE” SKIN
In Japan, most men doesn’t think
they can have the closest shave
with great skin - yet it’s very
important to have both at work.
What do you get when you are
clean shaven with great skin at
work?
Role: Creative direction, art direction 30
31VIDEO URL: https://vimeo.com/314453858
BOSE
BRAND
FILM
Based on the idea of
“True Sound
Resonates With
Your Heart ⼼心声无间”,
and leveraging Li
Ronghao, we
showcase how the
superior souped
from Bose’s product
helps him get closer
to what he loves.
Role: Creative direction, art direction 32
33VIDEO URL: https://vimeo.com/314443447
BOSE X TMALL:
LET GREAT SOUND FOLLOWS WHEREVER YOU GO
BACKGROUND:
With unravelled size to
performance ratio,
Minnow lets great sound
follows you, wherever you go.
THE IDEA:
Bose will collaborate with Tmall
during Super Brand Day,
And launch a special limited
edition Minnow speaker bot
that has built-in sensor,
Activated by slotting in the
Minnow speaker,
It’ll automatically follows you
wherever you go.
Role: Creative direction, art direction 34
35VIDEO URL: https://vimeo.com/314445114
WELTMEISTER
EX5 TVC
To launch the new
automobile brand,
Weltmeister,
an affordable, connected
EV that targets the
millennials in China,
we’ve developed a TVC
that showcase how the
car, EX5, going through
many “firsts” with it’s
owner, from the car’s
perspective.
Role: Creative direction, art direction 36
37VIDEO URL:https://vimeo.com/314445869
INITIATIVE
38
HAGGEN-DAZ “Love Talks” Ice Cream
What if you can turn your love
confession in to eatable work of
art?
Simply speak to the phone and
record your love confession, we’ll
visualise your speech and convert
it into 3D sound wave.
We’ll then 3D print the sound wave
on to ice-cream.
Receiver can scan the ice-cream
and decode the message.
39
INSIGHT:
“up to 40 percent of China’s rivers were seriously
polluted”
“20 percent were so polluted their water quality was
rated too toxic even to come into contact with.”
The total cost in terms of human life: 60,000
premature deaths annually.
CHALLENGE:
How can we increase the awareness of the
seriousness of water pollution problem in China and
get people to talk about the problem and help?
THE IDEA:
We’ll film a series of water pollution in different parts of
China, from green river, blue pond, to multicoloured
lake, and use a static frame as ABSTRACT ART.
We then use these ABSTRACT ART in an art exhibition,
as well as OOH and/or print ad.
People can scan the ABSTRACT ART with their phone
(QQ AR), which activates the artwork to a film -
witnessing the seriousness of the water pollution
problem in China.
People and also instantly make donation after
scanning the ABSTRACT ART
DEADLY BEAUTIFUL
40
41VIDEO URL: https://vimeo.com/316517643
IDEAS FOR PITCH
42
JAGERMEISTER PITCH
Jagermeister was launching in China, focusing on communicating and interacting with
a group of TA that love underground rock and electronic music. The client is looking for
a campaign that can create buzz and recruit fans.
Role: Creative direction, art direction 43
THE IDEA:
What if we leverage the label of Jaegermeister and create an edgy mascot to create buzz and
connect with fans in China? What if our Mascot will help create a movement to support and promote
underground music? 44
45
BJ/SH/GZ
46
Inflatable Duck
Inflatable DR. JAGER
Camera with WIFI
47
48
SPARK OFF THE NIGHT,
UNLEAH YOUR WILD SIDE
Take a free shot of Jagermister and play with interactive
mirror to unleash your wild side at the entrance and help
you spark off the night.
49
INTEL PITCH
Intel is promoting it’s 2-in-1 PCs and looking for a campaign that is social driven to the
post 85 generation in China.
Role: Creative direction, art direction 50
The heART of the 2-in-1
Find Your Soulmate In The Digital World
connect to your SNS account, and find
your soul mate that matches your social
data and digital footprint
51
It will find your soul mate on the selected
platform by matching the data (taste levels,
habits, interests, etc.)
52
Once the both of you complete the
2-in-1 heART, both will win a Intel 2-
in-1 PC… and you both find a
soulmate!
53
BRAND FILMS/
MANIFESTOS
54
55
CATERPILLAR VIDEO URL: https://tinyurl.com/yylcfkfl
56
VIKING CRUISES VIDEO URL: https://tinyurl.com/yy3jwcas
57
TUBORG BEER VIDEO URL: https://tinyurl.com/yxgpq5na
THANK U
TEL CN: (86) 15901907590
TEL HK: (852) 94666013
EMAIL: bill.ho.work@gmail.com

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Bill Ho - Portfolio 2019

  • 1. BILL C. H. HO Creative Direction / Art Direction
  • 2. 2 Born and raised in Hong Kong, spent his teenage years in Ottawa, Canada, earned his BFA at Pratt Institute (USA) and started his career in the fashion industry in New York, and now has been living and working in Hong Kong & China for over a decade as a senior creative in the advertising industry, Bill understands the culture of both East and West – and that enables him to blend both ways of thinking and connect to the target audiences effectively with insightful ideas.
  • 4. LOVE/HATE
 THE NEW BALANCE New Balance launched a new campaign called “Love/Hate- the new balance”. They wanted to increase the awareness of this campaign using Touchmedia’s system. The campaign is developed by Proximity and they need an interactive adaption on Touchmedia. Role: Creative direction, art direction 4
  • 5. LOVE/HATE THE NEW BALANCE The Solution: • We’ve developed an interactive mini game that tides in with the campaign – user needs to let the runner run into the positive words to score points and avoid the negative words. • User can then submit the score and their phone number in order to enter the contest, 10 person with the highest scores would win a pair of New Balance. 5
  • 6. LEVI’S INDIGO Levis is launching a new product – Indigo Jeans, using elements of the original Levis and fused with patchworks and prints by young Chinese artists. They also using Taiwanese singer ZY Zhang as their spoke person. Levis wanted a hip and fun interactive in Touchmedia’s system. Role: Creative direction 6
  • 7. LEVI’S INDIGO The Solution: • We understand this product targets the hip and young audience looking for something fun and cool. We’ve developed a “treasure hunt” interactive – user must find 3 secret keys in order to unlock the chance to win a pair of Indigo! Once the 3 keys are found user can submit phone number to enter lucky draw. 7
  • 8. ABSOLUT MODE The special edition of ABSOLUT MODE bottle is designed to celebrate the timelessness of fashion stylist, photographers and models. What if we invite consumers to show off their fashion style through the lens of Absolut MODE? Role: Creative direction, art direction 8
  • 9. ABSOLUT MODE The Solution: In this campaign, we are inviting everyone in China to show off their fashion style on our website, create their own ABSOLUT MODE poster and share on SNS. Participants will receive an ABSOLUT cocktail recipe that best match their styles. 9
  • 10. ABSOLUT MODE The most popular 12 will have a chance to have their ABSOLUT MODE poster printed on YOHO magazine! 10
  • 11. TIGER BEER BATTLE OF THE BANDS Tiger Beer is hosting a “battle of the bands” event to encourage rockers in China to participate. Role: Creative direction/ art direction 11
  • 12. TIGER BEER BATTLE OF THE BANDS The Challenge: • Rock and Roll is not that mainstream in China and the previous event did not raise that much awareness. The Solution: • What if we can connect rock fans in China via SNS and tell us your favorite band, as well as recruit aspiring and up and coming talents to join the contest? Project is shortlisted at Spikes Asia 2012 http://tinyurl.com/a72w7x9 12
  • 13. TIGER BEER BATTLE OF THE BANDS We have created a campaign site that invites China rock fans to connect and share their favorite band via SNS, they can also know more about the event and register to participate. 13
  • 15. CHIVAS COLLECTIVE Bringing Chivas from no.1 whiskey icon to culture icon in China Role: Creative Direction 15
  • 16. We’ve created an online hub for consumers to know more about the ideas behind Chivas Collective, including curator interviews, the time lapse of the process, and the experience Chivas wanted to convey from each space – consumers can register and get ticket from the site. During this month-long event, we’ve captured the highlights everyday and broadcasted on the site, as well as video recap of the key events, consumers can virtually experience Chivas Collective online. CHIVAS COLLECTIVE 16
  • 18. CHIVAS NIGHT BOTTLE Chivas China is launching an all new, all reflective 4.5L magnum “night bottle” for party goers to show off Role: Integrated Creative Direction 18
  • 19. The Chivas Night Bottle is designed specifically for consumers to show-off at bars and clubs with it’s silver reflective surface. To let consumers enjoy the glamorous attitude this sub-brand represents and encourage consumers to “shine” at parties, we developed an O2O experience where a team of paparazzi capture all the “shining moments” at each of the Chivas Night Bottle parties, all these shining moments are live fed to the LED display at the venue. Consumers can download and share their shining moments via mobile site. CHIVAS NIGHT BOTTLE 19
  • 20. We’ve also created online engagements for consumers to experience Chivas Night Bottle’s “shining culture”. A “Shining Dance” game is built – using any light source and dance with your hands to create cool graphics, and if you can match with all the Night Bottle Shining Dance moves you can win a Night Bottle for free. Consumers can also download some of the latest dance tracks remixed by DJ Tevo – login via SNS, pick a tune and create a virtual album cover and you can download for free. CHIVAS NIGHT BOTTLE 20
  • 21. OPPO R17 SOCIAL CONTENT Role: Creative direction, art direction 21
  • 22. 22
  • 23. 23 VIDEO URL: https://www.instagram.com/p/BrMS41Ugcqa/VIDEO URL: https://www.instagram.com/p/BrLD-mOg9XG/ VIDEO URL: https://www.instagram.com/p/BrH72O_ga-d/
  • 24. 24
  • 25. Gillette, a brand dedicated to precision and fans came together to co-create cheering messages crafted with precision, laser etched onto a Gillette blade – It’s tip and edge is thinner than a sound wave, in support for the man of precision – Ning Zetao at the 2016 Summer Olympics in Rio de Janeiro. M O T I V A T E W I T H P R E C I S I O N Role: Creative direction, art direction 25
  • 26. The campaign starts with a brand film, which introduces audiences to Neymar Jr., Andy Tennant, Ashton Eaton and Ning Zetao. The film tells that Perfect Isn’t Pretty and that they have to forge their way to lazer precision. In China, Ning’s story are further amplified on social media. Inspirational stories that showcases the effort he puts into to forge his way and become who he is today. Co-creating an Artwork of Precision : Consumers are invited to an online mobile experience where they are encouraged to share their #ForgeMyWay# manifestos to motivate Ning. Each message is micro-engraved onto a Gillette razor blade. The height and width of each character measures precisely 0.5mm by 0.5mm, with each stroke of the character as fine as 0.1mm. The etched blades and collected and combined to precisely form a mosaic artwork in order to break World Records with Ning. M O T I V A T E W I T H P R E C I S I O N 26
  • 28. GOING AROUND IN CIRCLES IS IRRITATING When you dry shaves the razor head goes round and round over your face and irritates your skin, while the buzzing sound irritates your mind - as irritating as all those nagging on tiny matters our Chinese TA has to face. Role: Creative direction, art direction 28
  • 30. THE SECRET OF “SUBE-SUBE” SKIN In Japan, most men doesn’t think they can have the closest shave with great skin - yet it’s very important to have both at work. What do you get when you are clean shaven with great skin at work? Role: Creative direction, art direction 30
  • 32. BOSE BRAND FILM Based on the idea of “True Sound Resonates With Your Heart ⼼心声无间”, and leveraging Li Ronghao, we showcase how the superior souped from Bose’s product helps him get closer to what he loves. Role: Creative direction, art direction 32
  • 34. BOSE X TMALL: LET GREAT SOUND FOLLOWS WHEREVER YOU GO BACKGROUND: With unravelled size to performance ratio, Minnow lets great sound follows you, wherever you go. THE IDEA: Bose will collaborate with Tmall during Super Brand Day, And launch a special limited edition Minnow speaker bot that has built-in sensor, Activated by slotting in the Minnow speaker, It’ll automatically follows you wherever you go. Role: Creative direction, art direction 34
  • 36. WELTMEISTER EX5 TVC To launch the new automobile brand, Weltmeister, an affordable, connected EV that targets the millennials in China, we’ve developed a TVC that showcase how the car, EX5, going through many “firsts” with it’s owner, from the car’s perspective. Role: Creative direction, art direction 36
  • 39. HAGGEN-DAZ “Love Talks” Ice Cream What if you can turn your love confession in to eatable work of art? Simply speak to the phone and record your love confession, we’ll visualise your speech and convert it into 3D sound wave. We’ll then 3D print the sound wave on to ice-cream. Receiver can scan the ice-cream and decode the message. 39
  • 40. INSIGHT: “up to 40 percent of China’s rivers were seriously polluted” “20 percent were so polluted their water quality was rated too toxic even to come into contact with.” The total cost in terms of human life: 60,000 premature deaths annually. CHALLENGE: How can we increase the awareness of the seriousness of water pollution problem in China and get people to talk about the problem and help? THE IDEA: We’ll film a series of water pollution in different parts of China, from green river, blue pond, to multicoloured lake, and use a static frame as ABSTRACT ART. We then use these ABSTRACT ART in an art exhibition, as well as OOH and/or print ad. People can scan the ABSTRACT ART with their phone (QQ AR), which activates the artwork to a film - witnessing the seriousness of the water pollution problem in China. People and also instantly make donation after scanning the ABSTRACT ART DEADLY BEAUTIFUL 40
  • 43. JAGERMEISTER PITCH Jagermeister was launching in China, focusing on communicating and interacting with a group of TA that love underground rock and electronic music. The client is looking for a campaign that can create buzz and recruit fans. Role: Creative direction, art direction 43
  • 44. THE IDEA: What if we leverage the label of Jaegermeister and create an edgy mascot to create buzz and connect with fans in China? What if our Mascot will help create a movement to support and promote underground music? 44
  • 45. 45
  • 47. Inflatable Duck Inflatable DR. JAGER Camera with WIFI 47
  • 48. 48
  • 49. SPARK OFF THE NIGHT, UNLEAH YOUR WILD SIDE Take a free shot of Jagermister and play with interactive mirror to unleash your wild side at the entrance and help you spark off the night. 49
  • 50. INTEL PITCH Intel is promoting it’s 2-in-1 PCs and looking for a campaign that is social driven to the post 85 generation in China. Role: Creative direction, art direction 50
  • 51. The heART of the 2-in-1 Find Your Soulmate In The Digital World connect to your SNS account, and find your soul mate that matches your social data and digital footprint 51
  • 52. It will find your soul mate on the selected platform by matching the data (taste levels, habits, interests, etc.) 52
  • 53. Once the both of you complete the 2-in-1 heART, both will win a Intel 2- in-1 PC… and you both find a soulmate! 53
  • 55. 55 CATERPILLAR VIDEO URL: https://tinyurl.com/yylcfkfl
  • 56. 56 VIKING CRUISES VIDEO URL: https://tinyurl.com/yy3jwcas
  • 57. 57 TUBORG BEER VIDEO URL: https://tinyurl.com/yxgpq5na
  • 58. THANK U TEL CN: (86) 15901907590 TEL HK: (852) 94666013 EMAIL: bill.ho.work@gmail.com