The print and TV commercials project for Hung Fook Tong's new products. As a new member of the chicken essence series, the primary function of Golden Clam Essence is to provide the most effective and gentle health supplement for busy urbanites, working long hours, eating irregular hours, and excessive alcohol and tobacco people. To bring out the product's efficacy, our creative team tried to set a clear direction for the project, not having too many negative messages. We try to study what industries are engaged in among the busy Hong Kong people, which often require long hours of work and even overtime? However, practitioners will not be too disgusted, and sometimes they may even hope to work a little busier or a little OT opportunity.
Finally, we thought of the celebrity / artist's work to bring out the product features of Golden Clam Essence. It can provide the most substantial backing for the busy artist's life so that the artist has sufficient physical strength and health to work hard and pursue more possibilities!
This is the first time for bdworkshop to coordinate and produce a complete advertising project: from creation to graphic design, photoshoot, TV commercial creativity, shooting storyboards, art direction, advertising dialogue, and post-production. It was a whole new challenge for us and an opportunity to apply our creative ideas to different levels and mediums.
我們為鴻福堂全新產品制作的平面與電視廣告項目。作為滴雞精系列的全新一員，黃金蜆精主要的功效是為忙碌的都市人，長時間工作、食無定時、煙酒過多的問題，題供最有效而溫和的補健產品。
從一開始我們的創作團隊嘗試就整個項目定出一個明確方向，就是不要為帶出產品的功效而出現太過負面的訊息。我們嘗試研究在忙碌香港人群中，究竟從事什麼行業是很多時侯需要長時間工作，什至常常加班? 但從業員又不會有太大反感，有時候什至可能是希望工作能夠忙碌一點、多一點OT機會的。最後我們想到從藝人的工作作為切入點，去帶出黃金蜆精的產品特點；能為忙碌的藝人生活，提供最強後盾，讓藝人有充足的體力及健康去全力工作，追求更多可能!
這是bdworkshop第一次統籌及制作一個完整的廣告項目: 從創作、到平面設計、相片拍攝，到電視廣告的創意、拍攝分鏡、美術指導、廣告對白及後期制作。對我們來說一來是一個全新的挑戰，也給予了機會應用我們遇創意到不同層面及媒介上。
