Publicis Red Packet

Campaign // We handle the perception. You handle the reality.

Concept // It’s common practice for businesses to send out packs of empty red packets to their clients for their personal use during the Chinese New Year season. We created a tongue-in-cheek solution that marries both the red packet and our agency’s point of view about what we can do for their business.

Traditionally, the contents of the red packet is unknown. In fact it is rude to open the red packet in front of the giver. We set expectations by deliberately showing a big note. So depending on the giver, you could be getting more or less.

Burger King

Campaign // Never chicken out.

Brief // Promote Burger King’s wide range of chicken products in an integrated campaign. No other fast food chain has as many varieties.

Concept // We wanted to challenge the consumers to not chicken out, and take up the challenge of trying out all 8 chicken varieties. A chicken character is created to empitomize this spirit of not chickening out of anything. The campaign became a talking point and even made its way onto local newspaper articles and overseas television programmes.

Online videos // By spoofing true and well known Singapore videos, the Chicken character empowers the victims to stand up for themselves.

Instructional videos // We created 5 more videos depicting common social issues experienced by commuters and it struck a chord with the target audience, generating very positive feedback.

Heineken

Campaign // Which side are you on?

Brief // Create an integrated campaign in an extension to the walk-in fridge campaign.

Concept // We have created an extra dimension to the walk-in fridge idea by bringing up the age old myth of the differences between the priorities of man and woman.

Award // Singapore Media Awards 2010 Finalist (Best Outdoor), Effies 2010 Finalist.

Print // The CATALOG magazine is well-read in singapore and is popular among the target audience as it covers segments as such fashion, nightlife, travel, food, etc. The magazine is also famed for starting on both sides, instead of the usual reading from front to back. Thus both ends will be upside down to each other (one side for the men, the other, for the women). It does this to differentiate areas of interest between man and woman, making it an ideal media to place a print ad.

Activation // The main event of the campaign is the setup of the Boutique-Bar at Orchard Road. The Boutique-Bar is designed as close as possible to the Walk-in Fridge TVC. It not only allows photo taking opportunities for fans of the popular TVC, but are real pop up stores for retailers as such Fred Perry.

Heineken

Campaign // Walk-in fridge.

Brief // Create awareness for the brand in an integrated marketing campaign, adapted from the now famous Walk-in Fridge TVC.

Print // Based on the previous consistency campaign, we have incorporated the walk-in fridge into the key visual for the June 2009 Campaign.

Ambient // The entire ION Orchard walkway was dressed up into a walk-in fridge, complete with blue ambient lighting and lowered temperatures.

BTL // Premiums have been designed to tie in with the encompassing walk-in fridge idea, such as the Heineken mini fridge, complete with sticker wrap to mock up a fully stocked fridge.

Heineken

Campaign // Queen’s Day.

Brief // Create a print ad celebrating the birthday of Queen Beatrix of the Netherlands.

Concept // One of the most distinctive features of the Queen is her sash. Thus we decided to use the sash on the Heineken logo and use it to represent the Queen.

Hewlett Packard

Campaign // HP Probook 4320s.

Brief // Introduce HP’s new champagne colour for the Probook 4320s.

Concept // The HP Probook 4320s is not a brand new notebook and had previously launched in black, silver and merlot colours. The concept revolves around the notebook getting a fresh coat of paint.

Hewlett Packard

Campaign // HP Digital Signage Display Solutions.

Brief // Introduce HP’s range of Digital Signage Displays and create awareness about the benefits of a DSD over an ordinary LCD monitor in a print ad.

Concept // Using the HP DSDs to form a completed Rubiks cube, the visual is a metaphor of how the displays can be the solution to many retail issues.

Hewlett Packard

Campaign // Studio Tord Boontje’s Limited Edition HP MINI.

Brief // Create a print ad featuring the HP Imprint 3D finish which gives the HP MINI its mystical layered effect. The floras also weaved around 50 endangered animals, revealing both HP and Tord Boontje’s message towards conservation.

Hewlett Packard

Campaign // Amplify your Christmas with HP.

Brief // Showcase the HP Envy’s exclusive Beats Audio features in the Christmas print campaign.

Concept // By combining snowflakes with electric looking shockwaves, the visual instantly brings across the message of a musically charged Christmas.

Hewlett Packard

Campaign // Campus Fair.

Brief // HP did not managed to secure a booth in a local campus for their computer fair which often features heavily discounted laptops, thus resulting in a sizable number of purchases from students. However, HP has tasked us with a guerilla campaign which should arouse the students’ interest in HP’s laptops, without stepping into the campus compound.

Concept // The most notable thing about such computer fairs are the many flyers each student will get during their visit. We therefore distribute to the students a folder each, fully printed to look like an actual sized HP laptop, outside the campus. The students now not only have a folder to store and conceal all the competitors’ flyers, but also maximise the product’s exposure as each of them carries the “laptop” all over the campus compound.

Paypal

Campaign // Colour your white elephants. 

Brief // Drive traffic to PayPal Plaza this Christmas.

Concept // We have all received christmas presents that we do not want or do not need. These presents are often chucked aside and left unwanted. This campaign is created to rid us of white elephant gifts and make your presents more meaningful and appreciated, by knowing your friends’ wishlist.

LG facebook app

Campaign // See life in a new perspective.

Brief // Create a viral campaign using social media as a platform (in particular Facebook where LG already has a fan page), and generate buzz over the phone’s unique 4 inch wide screen.

Concept // To get users interested in this phone, a Facebook app would have been a good medium. A game was created to train the players’ peripheral vision. The scenario is that of a chocolate factory, complete with conveyor belts carrying chocolate truffles towards both ends of the app. Players will need to press the right keys when the chocolate reaches certain points on the conveyor belts.

World Vision Fund

Campaign // You can change the numbers.

Brief // Canvas volunteers to organize fund raising activities in a print campaign

Concept // This print campaign aims to educate the masses about how valuable and scarce some of our most common commodities may be to disaster stricken citizens. We felt that the most effective way of speaking to viewers is to show the “truth”, and in the process intrigue the audience by making them think twice about how such simple items could be of immense value to others. These items are also part of the survival kit given out by the World Vision Fund.

The ads are art directed in such a way that they resemble common retail ads found in magazines, etc and by placing a limited edition tag with unquantified numbers, it indicates that the viewer has the power to change the numbers.

World Wildlife Fund

Campaign // The sustainable seafood guide.

Brief // Create awareness for the new sustainable seafood guide in an integrated marketing campaign.

Concept // This campaign illustrates the fact that our ignorant consumption of seafood is detrimental to our oceans and its marine life. Drawing parallels with the image of freshly trawled seafood being lifted off the sea, we see a mix of other marine species such as turtles and corals caught within familar seafood such as the salmon sushi or battered fish.

Outdoor // Making use of the motion of adshel ads, the movement of “trawling” will be enhanced.

Ambient // The aquarium will be an ideal place for a marine conservation message.

Direct mailer // A direct mailer disguised as a can of tuna will be handed out. Instead of premium tuna meat inside, you’ll find a multitude of marine life miniatures to bring across the message that over-fishing and destructive fishing methods contribute to the deaths of other marine species as well as the collapse of the marine ecosystem. A seafood guide will be included to educate audiences in making sustainable seafood choices. The colours of the miniatures also represent the 3 different colour groups of seafood.

The Big Issue Foundation

Campaign // Stop Pretending They Aren’t There.

Brief // Create awareness of the homeless and highlight the seriousness of the issue. The integrated marketing campaign should help to push donations for the organization.

Concept // With a simple and direct message, the campaign aims to relate the real issues that the homeless are facing in the society, that is they are often ignored or treated as invisible. Without over-glamourizing or exerting too much budget on this donation campaign as many other social campaigns do, since the money could have been better used as part of the funding, this campaign seeks to be just as effective without compromising results.

Award // Crowbars 2008 finalist. Represented Lasalle at D&AD New Blood 2008.

Press ad // In conjunction to the main concept, the press ads will also feature small homeless figures around the page. They are strategically placed to blend into the articles yet remaining visible to the eye. Smaller ad spaces also make this ad significantly cheaper.

 Web banner // This digital ad consists of a small banner (which is far cheaper) and several small homeless figures around the page. They are symbolic of the homeless being around us, with the various news and articles representing our society, yet getting treated like they never existed. Clicking on the banner brings the user to The Big Issue Foundation’s Donation webpage.

Ambient // This bus-stop ambient ad features a life-size homeless person sleeping on the bench. It is meant to mimic a real-life situation as the homeless often use benches as their make-shift bed. When a commuter sits on the bench, the message is amplified as it appears as though he is treating the homeless person as invisible.

Guerilla // Besides postcards, printed napkins can also be distributed at restaurants. The physical nature of the napkins allows the homeless figure to be covered up partially as though he is covered in a blanket.

London Fashion Week with Grazia

Brief // Use ambient media to reinforce Grazia’s fashion credentials to those visiting the London Fashion Week.

Concept // The idea is to use the human figure in signages to depict the desire of wanting to dress up for the London Fashion Week. As these signages are often overlooked due to their common usage, the audience will be pleasantly surprised when they see the clothes on the human figures.

Award // Crowbars 2008 finalist.