MINORITY REPORT: CREATING A PRINT CAMPAIGN FOR THE ASIAN AMERICAN DEMOGRAPHIC
By Photo District News

It's not often that a multicultural agency gets to create something original for a print campaign. As we note in our June 2005 article, "Minority Report," most print ads tailored to minority demographics are little more than repetitions of the mainstream ads with translated copy and some ethnic models. But as the creatives interviewed for the story note, successful ads appealing to African-Americans or the Latino market demand original and intriguing executions, or no amount of research and strategic marketing will work. The best multicultural ads reflect an awareness of the interests, aspirations and culture of their target audience.
Here, Young Kim, creative director with Ad Asia, US, describes in his own words the conception and execution a two-ad print campaign for Subaru automobiles. Both ads are astute and subtle in their use of ideas and concepts that Asian-Americans can appreciate.

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