* DESIGNER OF
THE YEAR 2012

Yang Yeo

Chief Creative Officer
JWT Shanghai

Known for his infectious laughter and passion for good food, Yang Yeo is also famed for shaping advertising creativity in China.

Since his arrival in Shanghai in 2006, Mr Yeo has led campaigns that have been listed in four Top Ten rankings — including the The Gunn Report’s most awarded print advertisement of all time. The Adidas Beijing Olympics campaign, led by Mr Yeo, won China its first Gold Lion at the Cannes Lions International Festival of Creativity in 2008. Mr Yeo and his team continued to make history by winning China’s first ever Grand Prix at Cannes Lions three years later with the Samsonite: Heaven and Hell print campaign.

Under Mr Yeo’s leadership, JWT Shanghai won Advertising Agency of the Year at ADFEST 2009 with the Shan Shui public service campaign for the China Environmental Protection Foundation. JWT Shanghai also won Campaign’s Agency of the Year in 2011. The same jury also named Mr Yeo Creative of the Year, for his astounding accomplishment in the Greater China region.

Yeo’s creative reputation, solid leadership and consistent track record earned him a seat on the board of the Cannes Chimera Committee. He will act as mentor in the Grand Challenges Exploration — an initiative of the Bill & Melinda Gates Foundation.

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TOGETHER WITH SUI FEI FEI

Poster for Adidas Beijing Olympic campaign.
(Photo by: JWT Shanghai)

SHANSHUI – GLOBAL WARMING

Poster for China Environmental Protection Foundation.
(Photo by: JWT Shanghai)

HEAVEN AND HELL

Poster for Samsonite Asia Pacific.
(Photo by: JWT Shanghai)

TANG ZHENG DONG'S SHOEBOX

Installation for Anta Sports.
(Photo by: JWT Shanghai)

CHINESE WEDDING

Poster for Pattex Adhesive.
(Photo by: JWT Shanghai)

CHINESE WEDDING

Poster for Pattex Adhesive.
(Photo by: JWT Shanghai)

TANGLED COLON – LOBSTER

Poster for GNC.
(Photo by: JWT Shanghai)

CIVILIZATION – EGYPT

Poster for Maxam Toothpaste.
(Photo by: JWT Shanghai)

CIVILIZATION – ROME

Poster for Maxam Toothpaste.
(Photo by: JWT Shanghai)

‘‘Get out of the norm; the unexpected is more interesting. Get out of the box; creativity needs no chains. Get out of your designer clothes; design your own. Get out of the school curriculum; imagination requires no formula. Get out of the library; if it’s published, it isn’t original. Get off the Internet; the pen creates what the mouse can’t. Get out of the office; inspiration comes from life out there. Get out of the country; expand your vision, become a visionary. Now, get out of here!’’

Insights from the Recipient

How has Singapore's design indsutry evolved over the past decade?

The most evolved disciplines are clearly in the fields of architectural and environmental design. Singapore is producing some of the most iconic landmarks and the very best talents that are winning the world over. Fashion design continues to be challenged, and will need much support from the public to dress and look better, and our leaders of the society to promote and encourage it.

As a designer, what will you never compromise on?

If it doesn't look or feel great, don't do it.

Where do you want to see design in Singapore go?

Singapore could, one day, become the official global hub for design. But to get there, our practising professionals, governing boards, and the general public need to put in more effort, and adopt a culture that thrives on design, style, and creativity. That would make me a very happy and proud Singaporean.

Citation

‘‘Get out of the norm; the unexpected is more interesting. Get out of the box; creativity needs no chains. Get out of your designer clothes; design your own. Get out of the school curriculum; imagination requires no formula. Get out of the library; if it’s published, it isn’t original. Get off the Internet; the pen creates what the mouse can’t. Get out of the office; inspiration comes from life out there. Get out of the country; expand your vision, become a visionary. Now, get out of here!’’

Jury Citation

Yang Yeo is an important regional voice for advertising. His concepts involve strategic thinking that not many other creative directors deliver these days.

Yang has an outstanding portfolio, the outcome of many years of work. It is not an easy task to set up Bartle Bogle Hegarty and Fallon without being great. His achievements in China are tremendous: winning Agency of the Year and Creative Director of the Year in Asia. For his original thinking and for being a mentor and role model to other Singaporeans, Yang deserves the Designer of the Year award.

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Nominator Citation

JOHN CLANG
PHOTOGRAPHER
CLANG PHOTOGRAPHY

The scale of Yang’s achievements can be seen from the exceptional body of work he and his team have created. The work is so consistently first-rate that it keeps him at the top of the advertising game. Yang is proof that Singaporeans are not only fully prepared, but are in fact, fuelling Asia’s ascension in world advertising.

Apart from designing, Yang has also judged at major award shows from around the world, and invested a great deal of his time training, and speaking at various universities and seminars, such as the Singapore Design Society Conference 2011. He initiated an active internship programme — open to both universities and polytechnics in China and Singapore — that grooms Singaporeans, local Chinese, and regional interns to be full-time creative staff at JWT Shanghai. For the heart he puts into growing the advertising industry, Yang is a deserving recipient of the President’s Design Award.

OTHER RECIPIENTS