On the night of the Oscars 2023, we transgressed the one cardinal rule of branding by replacing Julie’s logo with one that doesn’t feature the Julie’s girl.

After Michelle Yeoh’s win was announced, within hours, our team swapped the logo to celebrate the actress’s monumental win.

By seamlessly integrating Michelle Yeo's image into the beloved biscuit brand's logo and sharing it across billboards and social media, we paid tribute to her historic achievement and leveraged on the once-in-a-lifetime moment to catapult our brand into the spotlight overnight.

awards:
markies - gold (most creative - out of home)
markies - gold (most creative - social media)
CCA (GONG) - Gold (Best use of Real-Time Response)
CCA (GONG) - Silver (Real-Time Response)
CCA (GONG) - Silver (Breakthrough on a Budget : Outdoor)
CCA (GONG) - Silver (Creative Effectiveness : Outdoor)
CCA (GONG) - Finalist (Best Use of Digital Screens)

As OCBC embarks on a transformative journey marked by the unveiling of their refreshed brand logo, we created a humble 30-seconder.

This short video is accompanied by a simple narrative of a businessman empowered by the bank to fulfill his regional aspirations, illuminating OCBC's bold regional capabilities throughout the ASEAN and Greater China.

We undertook the duty of crafting the communications for the entire region (spanning across Singapore, Malaysia, Hong Kong, China & Indonesia) and ushered OCBC’s new era in with the tagline “For now, and beyond.”.

Using photography, we captured every detail of our world-famous fries with its delicious textures against our iconic red for a simply irresistible shot.

The shot was then blown up in large format prints and placed on media buys across the island.

We got the whole of Singapore craving for fries all while pointing them in the direction of their nearest restaurant.

We created a year’s worth of digital content for Friso to help them entertain, engage & educate parents. We delivered a 360 content hub that includes social posts, interactive games, targeted banners and articles.

By engaging our target audience and bringing them on a fun learning journey, we made Friso the go to brand for new parents.

With modern vaccines so readily available, it’s hard to believe that many diseases from our past that were virtually eradicated are making a comeback.

We need people to understand that a fall in timely vaccinations could lead to a rise in disease cases. By not keeping to our scheduled vaccinations, we are leaving ourselves exposed to highly contagious diseases.

This campaign highlights the preventable nature of these diseases and urges people to do the obvious, so the past does not become the present.

To bring that idea across, we shot a film based on the concept of a mother’s tough love.

The lock up itself, received praises and traction online after reddit users begin sharing it under “r/DesignPorn”.

Deepavali is a beautiful time where friends and family gather to celebrate. However, many of us often rush through the festive season without enjoying the process. In an attempt to get people to slow down on their unhealthy habits, we came up with “Mella Mella” which is a commonly used phrase that translates to doing things slowly.

We bring across the idea of “Mella Mella” through film and social content in hopes for viewers to slow down and and cherish the presence of their loved ones.

McDonald’s has levelled up their fan favourite McChicken, in more ways than one.

They’ve not only made it more delicious, but they’ve also added new levels to the burger, literally.

Which is why we help level-up our audiences’ engagement through a series of high-energy and delicious-looking digital content.

For Standard Chartered’s 2018 rebrand, we were tasked with refreshing the brand and reiterating Standard Chartered’s brand belief of being Here For Good.

After brainstorming and writing manifestos, we cracked the key campaign line “Good enough will never change the world.”

This campaign line was then translated to several TVCs, digital video spots and other campaign collaterals, based on true stories of people that never settled for just “good enough.” We were very fortunate to have been given the opportunity to take the lead on this particular TVC shoot in terms of art direction and crafting the script.

the problem

singapore is seen as a wealthy and prosperous nation, but 10 to 14% of singaporeans still face severe financial problems and struggle to put food on the table.

during the qingming festival, buddhist and taoist chinese communities in singapore pay respect to their loved ones who have passed by providing food offerings, and burning paper effigy gifts for use in the afterlife.

the idea

to raise awareness for the living who go hungry and undernourished, rj paper created“food for the soul”. a range of beautifully crafted food effigies using the paper supplier’s leftover papers and unusable offcuts.

how we turned paper into real food

we turned usable leftover papers into 60 sets of limited edition “food for the soul” effigies. despite their premium price, these effigies sold out in quickly. and we raised enough money for 270 meals for a packet of rice, a local charity that feeds the less fortunate and elderly communities in singapore. making ‘food for the soul’ a meal for the dead that also feeds the living.

currently rj paper is putting aside even more leftover papers to make a bigger batch of “food for the soul” effigies.

awards:

gong show 2018: 1 gold (design)

BACKGROUND

Many tourists only flock to the souvenir shops on Pagoda street when they visit Chinatown, often missing out on the more interesting areas like Amoy street, Ann Siang Hill and Telok Ayer.

So how do we get tourists to explore Chinatown beyond the typical souvenir shops?

THE IDEA

Through interactive video and motion sensing technology, three characters from 1940’s Chinatown, the Rickshaw Puller, the Samsui Woman and the Street Hawker were brought to life and acted as tour guides to unsuspecting tourists. These interactive installations were set up at three of the most crowded areas in Chinatown — at the MRT exit, at the Chinatown Visitor Centre and at Chinatown Food Street.

HOW IT WORKS

At first glance these installations looked like simple static posters. Only upon getting closer to the display, motion sensing technology would make the characters in the posters spring to life. A brief conversation with each character later, and after a quick selfie, tourists received bespoke maps with curated recommendations based on their responses. Some maps even had stickers entitling the recipient to free museum passes, or free gifts and snacks.

awards:

gong show 2017: 2 bronze (promo and activation)
gong show 2017: 2 bronze (direct)

Over 360 million people suffer from disabling hearing loss, yet many of us take our ability to hear for granted. Spotify believes that music should not be a privilege limited only to those who can hear.

The Sound of Silence is a campaign that puts Spotify users in the shoes of people suffering from disabling hearing loss. 

In conjunction with international deaf awareness week, the campaign will not only spread awareness about how privileged we are but also aims to transform the way music is appreciated to make it more inclusive.

Awards:
Singapore Creative CSR Awards 2016: Best of Youth
The Crowbar Awards 2016: Best of Advertising
The Crowbar Awards 2016: Gold (Advertising - Media)
The Crowbar Awards 2016: Gold (Advertising - Direct)
The Crowbar Awards 2016: Gold (Interactive - Social Responsibility)
The Crowbar Awards 2016: Silver (Advertising - Social Responsibility)
The Crowbar Awards 2016: Silver (Advertising - Promo & Activation)
The Crowbar Awards 2016: Bronze (Interactive - Others)

Over 800,000 missing children are reported in the United States every year. That’s one child missing every 40 seconds.

Every second, someone is uploading a photo to Facebook. In 2015 Facebook introduced the suggested tag function that can automatically identify your friends within photos you upload using Facebook’s proprietary DeepFace technology.

What if we turned each missing child into a friend you could add, so their faces could be cross-checked against every photo you upload?

Introducing Missing Friends, a campaign in conjunction with National Center for Missing and Exploited Children that makes use of the Facebook community and DeepFace technology to help find these children.

Awards:
The Crowbar Awards 2016: Silver (Advertising - Media)
The Crowbar Awards 2016: Silver (Advertising - Social Responsibility)
The Crowbar Awards 2016: Finalist (Interactive)
Future Lions 2016: Shortlist

In Singapore, booking a private ambulance is expensive and many of those less fortunate who need regular trips to the hospital are unable to do so because they cannot afford it. 

The Singapore Red Cross Society offers services to help these people, but these services require funding and donations.

Uber taxis are the popular choice for people who need to reach their destination quickly. 
However, during peak periods, taxis are hard to come by.

What if we turned every Uber ride into an opportunity to donate to the Singapore Red Cross?

Introducing Uber+

A new service option that allows you to pay more to get priority booking of an Uber taxi whenever you’re in a rush.

Awards:
The Crowbar Awards 2016: Silver (Advertising - Social Responsibility)
The Crowbar Awards 2016: Silver (Advertising - Direct)
The Crowbar Awards 2016: Silver (Advertising - Promo & Activation)

Several years before Apple introduced “fall detection” - we came up with the idea of using FitBit to save lives.

On average, one American dies from stroke every 4 minutes. Many often miss the warning signs and symptoms of a stroke until till its too late. One of these warning signs, is atrial fibrillation, a serious type of heart arrhythmia that’s often a precursor to stroke. The problem is most people don’t know what atrial fibrillation is — much less know if they have it.

Fitbit is an activity tracker that monitors heart rate and is currently the most popular brand of wearable technology. Fitbit SmartAid taps into existing technology to transform the simple activity tracker into a potentially life-saving device.

Awards:
The Crowbar Awards 2016: Finalist (Interactive)

AirAsia is an airline dedicated to helping everyone fly with their affordable ticket rates but there is still a major group of Malaysians that have been overlooked – foreign workers.

There are over 2 million foreign workers in Malaysia, however many of them have not seen their families in years as they cannot afford to fly home. On the other hand, frequent flyers often have excess flight points that they cannot use.

Through this campaign, AirAsia customers can now donate their excess or unused flight points, empowering them to contribute to society and help the workers connect with their families again.

Awards: 
The Crowbar Awards 2015: Silver (Interactive)
The Crowbar Awards 2015: Finalist (Advertising)

Airbnb wants to grow a community where people can feel a sense of belonging wherever they go.

Research shows that people are often left with items like metro cards and museum passes that they can’t use once they return home.

Airbnb Welcome Kits is a vending machine that lets people pass on these items to the next person and in the process make a new friend. By empowering travellers to extend their privileges to others, Airbnb can make travellers feel welcome wherever they go.

Awards:
The Crowbar Awards 2015: Gold (Advertising)
The Crowbar Awards 2015: Silver (Advertising)
The Crowbar Awards 2015: Silver (Interactive)
The Crowbar Awards 2015: Bronze (Interactive)
The Crowbar Awards 2015: Finalist (Advertising)

More and more youth today struggle from stress, anxiety and feelings of depression.

Research has shown that binaural beats that create alpha brainwaves can stimulate seratonin production in the brain and counteract feelings of stress and negativity.

By infusing binaural beats into music, Apple Music hopes to help individuals suffering from stress, anxiety and depression disorders.

Awards:
Creative Conscience Awards 2016: Bronze (Advertising)