Advertising is not always a happy place. It feels the symptoms of the maladies that the world’s businesses, governments, banks and consumer communities pass on to one another.
Saatchi & Saatchi China decided to do something about that. It designed an event and app called Monsters Attack to attack the negative elements holding back the ad industry by seeking new ideas and breakthroughs, going wild and becoming monsters.
Why? To do something about the problems of the whole industry. It has pledged to reform the industry and redefine what advertising practitioners do – all in just three years’ time with a series of revolutions in creative, talent management and business development.
Saatchi & Saatchi’s Greater China chief executive officer, Michael Lee, explained, “The idea behind Monsters Attack came from the need for advertising professionals to highlight their individuality and embrace the reality that it is only through seeking new ideas, embracing change, making breakthroughs, having the courage to take risks and going wild.”
The Monsters Attack event was officially announced at Hangzhou’s Mount Mogan Naked Retreats on 24 February.
The monsters attending were aptly outre. Each monster avatar embodied a facet of its creator’s talent at Saatchi & Saatchi. So…
Jon Ip, Saatchi & Saatchi Greater China digital executive creative director became Engine Oil
Chris Foster, Saatchi & Saatchi APAC chief executive officer became Massive.
Michael Lee, Saatchi & Saatchi Greater China chief executive officer, became Rainmaker.
Ben Roberts, Saatchi & Saatchi global talent director, became Connector.
Tian-it Ng, Saatchi & Saatchi Beijing chief creative officer became ChangeAgent
Other members of S&S’s monsters inc. include Lapidary, Integrity, Billboard, (+), ThirdEye, Engine Oil, ChangeAgent, Tranquilizer…
Saatchi & Saatchi China also released the Monsters Attack app. It already includes 20 monsters and invites advertising professionals to create their own monster avatar and compete with their peers.
