And people believed him.
Wall’s wanted to launch the Ice Cream Sandwich in the region by positioning it as a cooler snack option. We decided to let it speak.. ahem ahem sing.. for itself.
And the markets loved it. What was supposed to be an Indonesia campaign was extended to Turkey, Mexico, Thailand and Malaysia in the following years.
We were asked to promote Pretz – the lesser-known sibling of Pocky – as a snack for one in SE Asia. We decided to do so by positioning it as a snack for when you’re having me-time.
It came to life through a series of 6-seconders with a catchy brand track that shows people an audience of one is all they need to have a great time!
Fun Fact:
This was created during the “circuit-breaker” so everything was shot remotely.
The brief was to shoot a series of films to promote HBOs mobile app – HBO Go.
We soon realised no matter what we’d shoot, it won’t be half as good-looking as the big Hollywood productions HBO has access to. So why not use them instead, with a slight twist? :)
Lipton wanted to promote its iced tea as the best accompaniment to your meals. And we were tasked with creating a TVC and digital campaign.
We decided to integrate them by creating a social-led campaign.
How does that work?
We cast Thailand’s biggest influencers in our TVC.
These very influencers then helped us promote the campaign through their social media handles – which included 29 social content pieces and a series of quirky, charming stickers.
Red Cross wanted to equip a new generation of Singaporeans with essential first aid skills, and empower them to help save lives in an emergency.
We decided to take advantage of the little-used ‘save’ button to create the most instantly accessible first-aid videos on Instagram, turning a photo sharing community into a life-saving workforce.
Blind. Faith.
The Singapore Association of the Visually Handicapped (SAVH) was facing two interlinked problems: (1) The public subtly discriminates against the visually impaired as they are perceived to be incapable of integrating with the society. (2) Conversely, the visually impaired generally feel a lack of self-confidence to be useful members of the society. These perceptions cannot be further from the truth.
We stumbled upon a blindingly simple insight: if one cannot see, he hears much better – and that makes him a better listener than those who can see.
Stemming from this insight, Blind. Faith. turned the handicap of the visually impaired into their asset. With the launch of this campaign, we aimed to train the visually impaired as counsellors over the phone and face-to-face. Callers were oblivious that they were being counselled by someone who is visually impaired.
The campaign was recognised at most of the biggest local and international award festivals, including Cannes Lions, Spikes Asia, CCA, and New York Festival amongst others.
We used a Russian Doll to show what can go wrong if you’re not prepared. Everything used for this campaign was made from scratch and hand-painted.
A press campaign to promote a stylish retail experience at the newest Fairprice Finest, located on Orchard Road.
A tactical campaign that highlights how nothing can tie you or your hair down when you’ve got Sunsilk by your side.
Some social assets for Ben & Jerry’s that I had immense fun making. Everything was DIYd, including the props and the photoshoot. An entire year’s worth of assets were created - more can be found on Ben & Jerry’s IG page here. : )
To establish just how versatile Lipton iced tea is, we created 26 different recipe videos to show people 26 different ways to enjoy the beverage. Each recipe was approved by nutritionists and our taste buds.
Listerine introduced a new range - Listerine Less Intense - which is as effective as regular Listerine, minus the intense burn-y taste.
And we were tasked to communicate that through Web Banners, because budgets.
We ended up making these films instead.
IDEA We’ve all got something in our blood. Be it music, photography, acting, football etc. We encourage everyone to donate a part of themselves and do good, spreading their unique personality traits to the less fortunate.
We got 24 local talents to front our campaign posters, encouraging the youths to join the movement. By doing this, it also gives them a voice to declare their passion.
SOCIAL MEDIA We then get local talents to start the movement by posting their selfies and videos on popular social media platforms, to spur the youths to do the same.
MEDIA COVERAGE Channel News Asia, Campaign Brief Asia, Marketing Interactive, Adobo Magazine, Catalog Magazine, Little Black Book
A proposal for Almond Koka which almost got produced, and is something I’m proud of. The insight was simple – we make the same face when drinking Almond Koka and when taking selfies – and that face became the visual mnemonic for the campaign.