Celebrating the best work and the people behind these great ideas.
SingTel – Emoji
To encourage elusive young Singaporeans to increase usage of Video on Demand, SingTel mio TV ran a contest that spoke to them in a language they’re familiar with: emojis.
Unilever Comfort – The Day I Visited My Son
Mothers today are under a lot of pressure; Comfort wants to be part of the solution. This film about two real moms visiting their sons – one an astronaut and one a prisoner – demonstrates that there are no good or bad mothers as long as there is love.
Coca Cola – Happiness From The Skies
To build bridges between Singaporeans and the country’s guest workers, Coca-Cola and Singapore Kindness Movement collaborated on a project to deliver Coke and handwritten messages of gratitude and support to over 2,500 workers at construction sites via remote-controlled #CokeDrones – the first use of drone technology in branding in Asia.
Singtel – ‘Hawker Heroes’ Campaign
In order to build a stronger affinity with the Singaporean people, SingTel championed an issue that was close to their hearts, the future of Singapore’s beloved hawker food scene.
SingTel showcased the best street food in Singapore, as voted for by the public, and staged an event by which international super-chef Gordon Ramsay would challenge the best hawkers to a cook-off.
The whole country was engaged and transfixed by the experience, sponsored and enhanced through SingTel’s many media innovations and channels, generating record goodwill with the SingTel corporate brand.
The campaign has been honoured with a place in Singapore’s National Archives as well as numerous industry awards including Spikes, AdFest, Effie and AMES.
Mercedes-Benz C-Class – ‘Experiments’ Campaign
Like the science and technology that shaped it, the new 2014 C-Class is nothing short of amazing.
So to launch the C-Class campaign and best showcase its class leading features, we turned, once again, to science.
We created Mercedes Benz Experiments – 4 captivating videos that demonstrate some of the innovations available in the new 2014 Mercedes-Benz C-Class.
The videos have garnered 49,000 views since launch and were featured in over 40 international websites including Forbes and Trendhunter.
Guinness – ‘Arthur’s Day’
Arthur’s Day celebrates a man and a brand that stands for inspiring bold choices since 1759.
In staying true to that, our proposition was to make Arthur’s Day “a bold night out”.
We designed an exclusive, money-can’t-buy, one-of-a-kind event where only the boldest would be invited to attend.
Our goal was to get our fans to engage with Guinness and re-appraise the brand, hence we set the task at “earning the tickets through acts of boldness”.
This campaign has won a number of awards, including a Gold Effie.
Together We Are Stronger
Against a background of general lack of interest, the challenge was to galvanise Singaporeans behind Team Singapore athletes in the run up to the 27th SEA Games. Instead of showing athletes as lone heroes, we brought them home – filming them in their local hawker centres and places they’d hung out while they grew up. The athletes were coming to the people. Support for Team Singapore exploded and the incredible results at the SEA games tell their own story.