rcl brochure.indd - robert c. leung. inc.

Transcription

ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708
passionate logic
Biography of Robert Leung
When was the last time you felt passonate? 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 and fell into a job in
an ad agency and found that I loved it. I learned the art of communicating by doing it. For over 20 years I have
been creating 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 accumulating
a great repertoire of marketing and strategic know how, while working for big and small agencies including
Grey Advertising, Campbell-Mithune Esty, and McCaffrey & McCall.
One thing I really enjoyed was creating and teaching a class in advertising 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 with British commercial director Mike Berkofsky on feature film
development in Hollywood and on location in Moab, Utah. That was one of the best most collaborative
creatitve opportunities I’ve ever had. I’ve even art directed a music video with fashion photographer turned
director Rebecca Blake.
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
chess player.
I am presently the Senior VP, Associate Creative Director at Carrafiello, Diehl & Assoc.
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 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 borne 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.
Every year over 5,000 babies
die from premature birth.
You can stop it.
Walk. Donate. Care.
www.marchofdimes.com
March of Dimes “Stadium” TV :60
FOR THOUSANDS OF BABIES PREMATURE BIRTH IS PREMATURE DEATH.
Every year over 5,000 babies
die from premature birth.
You can help. Walk. donate. Care.
You can help end it by taking
one simple step. And another,
and another, and another...
Visit marchofdimes.com or call 1-800-123-4567.
Join the March of Dimes Walk for Life.
Walk. Donate. Care.
Early to bed, early to rise. Work like hell and advertise.
- Ted Turner
Burke Rehabilitation Hospital
What’s the difference between rehabilitation at
a nursing home and rehabilitation at Burke?
The Burke Hospital account presented a unique problem. By far one of the top facilities in its class with state of
What’s the difference between rehabilitation at
a nursing home and rehabilitation at Burke?
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 regiular hospitals.
We created a campaign that tapped into the concerns that patients and families of traumatic illness or injury
That critical moment may occur, when you or
could relate to and used the iconic graphics that every hospital uses in a unique and ownable way. So much
decision about where to go for rehab. Nursing homes
so that patients staff and even doctors from competitive hospitals remark when they see that wheelchair
someone you know suffers a stroke, a brain or
spinal injury. You’ll need to make the equally critical
offer only one hour a day. At Burke Rehabilitation Hospital, we
think you deserve more. So we offer at least three hours a day,
including physical, occupational and speech therapy.
Our “Circle of Care” – a dedicated team of highly skilled doctors,
nurses and therapists, provide the highest level of support you
symbol anywhere that it reminds them of Burke. The tagline was a quote taken from one of the patients who
enthusiastcally pronounced: ”When they said rehab, I said Burke.”
need, to speed you down the road to recovery.
For more information visit our website at: www.burke.org
“When they said rehab, I said Burke.”
BURKE REHABILITATION HOSPITAL
Burke liked our ads for their hospital so much they asked us to develop a campaign for their state of the art
helath facility that catered too a 45+ market. We created a campaign showing hip, healthy matures working
What’s the difference between a
nursing home and a rehabilitation hospital?
out in a no nonsense environment, safe from spandex and loud music, summed up with the line
“Fitness Comes of Age.”
decision about where to go for rehab. Nursing homes
offer only one hour a day. At Burke Rehabilitation Hospital, we
think you deserve more. So we offer at least three hours a day,
including physical, occupational and speech therapy.
need, to speed you down the road to recovery. 1-888-99 BURKE.
For more information visit our website at: www.burke.org
decision about where to go for rehab. Hospitals and
nursing homes offer only one hour a day. At Burke Rehabilitation
Hospital, we think you deserve more. So we offer at least three
hours a day, including physical, occupational and speech therapy.
need, to speed you down the road to recovery.
For more information visit our website at: burke.org
Burke “What’s the Difference” TV
NO
POSERS
PICK UPS
PRIMPING
PRIMA DONNAS
The Burke Adult Fitness Center is for
PICK UP WEIGHTS
NOT PEOPLE
The Burke Adult Fitness Center is for
adults 45 and over. Who are more
adults 45 and over. Who are more
interested in picking up weights than
interested in picking up weights than
each other. Who want to work out
each other. Who want to work out
without distraction.Our expert fitness
without distraction.Our expert fitness
specialists design your own
specialists design your own
program on advanced equipment,
program on advanced equipment,
which tracks your progress.
which tracks your progress.
There’s no better time to say YES.
There’s no better time to say YES.
FITNESS
FITNESS
COMES OF AGE
THE BURKE FITNESS CENTER
785 Mammaroneck AVenue, White Plains, NY 10605
· 914-597-2500
COMES OF AGE
THE BURKE FITNESS CENTER
785 Mammaroneck AVenue, White Plains, NY 10605
· 914-597-2500
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 succcess 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
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
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.
No, Chromax
is not a robot
in a 50’s sci-fi film.
It’s the best
chromium available.
chroma
(chromium picolonate)
No, Chromax
is not a
Roman gladiator.
It’s the best
chromium
available.
chroma
Chromax is chromium
picoliante. The ‘picolinate’ in Chromax refers to picolinic acid,
a natural substance that’s already in your body and is even present in
human breast milk! Chromium picolinate has been deemed safe by
the United States Food and Drug Administration, and the form used in
seven studies funded by the National Institutes of Health (NIH).
By adding three picolinate molecules to chromium, your body can
more easily absorb the chromium into your cells, delivering chromium
Nutrition21
chroma
substance that’s already in your body and is even present in human breast
Chromax is chromium picoliante. The ‘picolinate’ in Chromax refers to
milk! Chromium picolinate has been deemed safe by the United States
picolinic acid, a natural substance that’s already in your body and is even present
Food and Drug Administration, and the form used in seven studies funded
in human breast milk! Chromium picolinate has been deemed safe by the United
by the National Institutes of Health (NIH). By adding three picolinate
States Food and Drug Administration, and the form used in seven studies funded by
molecules to chromium, your body can more easily absorb the chromium
the National Institutes of Health (NIH). By adding three picolinate molecules to
into your cells, delivering chromium in a powerful way
chromium, your body can more easily absorb the chromium into your cells,
that far surpasses other forms.
delivering chromium in a heroic way that far surpasses other forms.
in a way that far surpasses other forms.
Follow the leader in metabolic health.
Chromax is chromium
picoliante. The ‘picolinate’ in Chromax refers to picolinic acid, a natural
No, Chromax
is not a new
superhero.
It’s the best
chromium
available.
Nutrition21
Nutrition21
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.
Albert Einstein
Marilyn Monroe
There’s only one.
And there’s only one AB Rated Promethazine HCl Tablet.
There’s only one.
There’s only one.
There’s only one generic that performs its’ mission just like the original Phenergan...
Able Labs AB-rated promethazine HCl tablets 12.5mg, 25mg, 50mg. Don’t settle for a BP-rated imitation.
Bioequivalent to Penergan® *Complies with state requirements.
Able Labs AB-rated promethazine HCl tablets 12.5mg, 25mg, 50mg.
Don’t settle for a BP-rated imitation. Bioequivalent to Penergan® *Complies with state requirements.
Substitute and dispense with confidence. You’ve cast the perfect talent.
Substitute and dispense with confidence. You’ve got the right solution.
Ahead of the Curve in Generic Science
Please see full prescribing information on the next page.
*Phenergan is a registered Trademark of Wyeth Ayerst Laboratories.
6 Hollywood Court, South Plainfield, New Jersey 07080 Phone: (800)982-ABLE Fax: (888)377-ABLE Visit our website: www.ablelabs.com
Able Labs AB-rated promethazine HCl tablets 12.5mg, 25mg, 50mg. Don’t settle for a BP-rated imitation.
Bioequivalent to Penergan® *Complies with state requirements.
Substitute and dispense with confidence. You’ve got the right agent.
“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 tesimonial voice we used, that of a
person’s joints. When you think aout it each joint has it’s own personal history. The knee that tok a fall for you as
a toddler, got brusied competing in high school gymnastics and bounced your newborn baby.
“I am your knee—
I’ve taken a few falls for you.
I never buckled under pressure.
And I stood strong when you took on
more responsibility. But lately I’ve
been feeling older than I should.”
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.
New Elations.
If your knees feel stiff and older than they
should try New Elations. Only Elations has triple
strength glucosamine and chondroitin, clinically
proven to help renew cartilage, cushion joints
and improve flexibility.
The Best Drink
in the Joint.
“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.
There’s only one thing colder than
a cold winter. A cold shoulder.
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 emotionlal tour and has been one of the
charities biggest benefactors ever since.
You can learn more about The Pajama Program at: www.pajamaprogram.org
It’s hard to imagine shivering through a frigid winter night. But some children know nothing else until they receive
their first pair of pajamas from us. The Pajama Program’s wonderful work has been acknowledged by many people
including “Oprah” magazine. We’ve helped thousands of children in need keep warm through the winter.
Now we are in need of office space for 2 people anywhere in midtown Manhattan. Your generosity will help keep
many children warm this winter.
Pajama Program
pajamaprogram.org
116 E 27 St. (2nd Fl) NYC 10016 646-522-6836
Delivering Warm Sleepwear and Nurturing Books to Children in Need
This ad donated by Carrafiello Diehl & Asssociates and Development New York Magazine
“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 tesimonial
voice we used, that of a person’s joints. When you think aout it each joint has it’s own personal history.
The knee that tok a fall for you as a toddler, got brusied 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.
“I am your knee—
I’ve taken a few falls for you.
I never buckled under pressure.
And I stood strong when you took on
more responsibility. But lately I’ve
been feeling older than I should.”
New Elations.
This unique voice translated into a beautiful print campaign that allowed the parts of the body to
speak their mind.
Elations “I am your knee” TV :30
If your knees feel stiff and older than they
should try New Elations. Only Elations has triple
strength glucosamine and chondroitin, clinically
proven to help renew cartilage, cushion joints
and improve flexibility.
The Best Drink
in the Joint.
Clients
Products
Able Labs
Anacin
CARRAFIELLO, DIEHL & ASSOCIATES, NY
SENIOR VICE PRESIDENT, ASSOCIATE CREATIVE DIRECTOR
Bayer Pharmaceuticals
Beefsteak Breads
Florsheim
Centrum Vitamins
CENTRUM VITAMINS • PATRICK EWING SPORSTSWEAR • PINE-SOL • COMBAT
DYNATRIM WEIGHT LOSS PRODUCTS • BAYER PHAMACEUTICALS • CALTRATE
BELMAY FRAGRANCES • JOHNSON & JOHNSON • ETHICON ENDO SURGERY
Heinz Foods
Cinch
Johnson & Johnson
Chloraseptic
JW Childs
Combat
Minolta
Comet
CAMPBELL-MITHUN-ESTY, NY
VICE PRESIDENT, CREATIVE SUPERVISOR
Mitsubishi Motors
Compound W
Nissan Automotive
Cutex Nail Care
ANACIN • NISSAN AUTOMOTIVE • MINOLTA CAMERAS • TAMPAX
Prestige Brands
Danskin
Rolodex
Dynatrim Diet Aid
Ronzoni Macoroni Co.
Elations Joint Drink
Spic and Span Co.
Fibercon
Tambrands
Florsheim Shoes
The March of Dimes
Heinz Gravy & Pickles
Wyeth Healthcare
Izod lacoste Fashions
EXPERIENCE
GREY ADVERTISING, NY
VICE PRESIDENT, CREATIVE SUPERVISOR
MITSUBISHI MOTORS • RENAULT AUTOMOTIVE • DANSKIN
IZOD LACOSTE • NO-NONSENSE PANTYHOSE • HEINZ FOOD PROUCTS
Minolta Cameras
McCAFFREY & McCALL, NY
SENIOR ART DIRECTOR
Mitsubishi Cars
ABC-TV • ZENA JEANS • ROLODEX OFFICE EQUIPMENT
New Skin
Pine-sol
Nissan Cars
No Nosense Panty Hose
EDUCATION
PRATT INSTITUTE
GRADUATED B.A. INDUSTIAL DESIGN
Spic and Span
HIGH SCHOOL OF ART & DESIGN
GRADUATED: MAJOR - ARCHITECTURE
Paragon Diapers
Teen Tampax
Patrick Ewing Sportswear

rcl brochure.indd - robert c. leung. inc.

Transcription

Similar documents

The Work of Robert C. Leung Pharmaceutical

R. Leung Portfolio 1109 Consumer.indd

About Burke Spencer

Brockton Enterprise Contract Newspaper Guild

Chromium and you Working with chromium – are you at risk? Introduction

Online Advertisement

our 2015 Guide to Advertising on ThePrizeFinder.com

Dollars for Scholars - the Burke County website

Burke Rehabilitation Hospital 2014 Annual Report

McCann Truth Central - Truth about Advertising

Diapositiva 1

The Tri-Community CMFRC News January 2011

Welcome to the world of advertising! M 1

Ad Art BROCHURE 2 - Winnipeg School Division

Kenneth Burke and the method of dramatism

Erin Brockovich Effect: How Media Shapes Toxics Policy

Electrodeposition of Chromium

A GUIDEBOOK ON HOW TO COMPLY WITH THE CHROMIUM ELECTROPLATING