It’s A Real Aha Moment for Grand Prix Winner Mak

23 Jun,2012

By Delshad Irani


He is perhaps one of the busiest persons at the 59th Cannes Lions International Festival of Creativity. No, it’s not Sir Martin Sorrell. He’s chatty we were told. But more importantly he’s creative. It’s Jonathan Mak, a twenty-year-old Hong-Kong based communication design student. Mr Mak is an ad aberration. At his age he took one of the most iconic images of our time and turned it, not just into a tribute to a man he admires and a global viral hit, but also an example of great design and what it can achieve.


If that isn’t enough to make you feel like an under achieving member of the human race, or at least the advertising race, the following might just hit the spot. He won a Grand Prix, the highest accolade at Cannes , for the work he did for Coca-Cola and Ogilvy & Mather Shanghai. A poster that is, quite literally, a visual translation of the brief he was presented with – sharing a coke. The silhouette titled ‘Coke Hands’ is on a red background, and it’s, simply put, two ribbons of white combining to create the illusion of two hands sharing a coke. Asked to fly in on short notice, Mr Mak arrived just in time to pick up his award as thousands of advertising professionals from across the world cheered for him.


However, this former teenager is no stranger to the limelight and looked like a seasoned adman. He can’t describe the process of creation, he’ll tell you, “It’s always tricky to explain a minimalist design.” The Steve Jobs image has similar design aesthetics to Coke’s poster, yes. But Mr Mak says it is an iconic image and he put a twist on it: “I always try to give viewers a real ‘aha’ moment.”


Not a big fan of people typecasting his work, he says, “It’s not like Coke asked me to do something similar.”



Source: The Economic Times

Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved


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