Gatsby, the renowned hairstyling pomade from Mandom Japan, is known for its off-the-wall style creatives.
So when the Mandom team approached Blak Labs, one of Singapore’s leading independent creative agencies with the challenge to create an out of home campaign that stops people in their tracks, the team needed no further invitation.
Using a mix of crafted illustration and photography from Japan, the creatives tell the remarkable stories of the everyday challenges in the “Art of being a Gentleman” Gatsby-style.
“These posters are not-so little reminders that it’s easy to triumph over everyday problems and look like a Gentleman at the same time. We hope these creatives add a little Gatsby magic to everyone’s day while helping them look their best, ”said Charlie Blower, Managing Partner, Blak Labs.
Bugis MRT provided the location. Moove Media provided the space as well as the buses.
Client: Mandom Corp, Japan
Agency: Blak Labs
Creative Partners: Charlie Blower
Esq, Nick Tan Esq.
Copy: Sir Gatsby, Charlie Blower
Esq,
Art Direction: Sir Nick Tan, Squire Elliott, Page Leo
Blak Labs is delighted to share our latest campaign for our friends at Shashlik in Singapore. As a haven of classic dishes, Shashlik is something of a legend. Now being run by the second generation of Hainanese family members, this Russian restaurant has recently rebooted its menu, decor and its website.
Our campaign celebrates favourites from the menu, by telling the story behind the original dish. Because as we all know nowadays, long copy is dead. But stories? They get devoured.
Writing a will, and figuring out who gets what, is one of those things that we all struggle with. Which is why we’re pleased to announce that Etiqa Insurance Singapore has introduced a new campaign for its Premier suite of legacy planning solutions for high-net-worth individuals, courtesy of you know who. (Not that we’re in that category ; )
Using Harry Potter-style living portraits, this omnichannel launch takes an amusing look at the grave topic of bequeathing one’s wealth upon passing on.
“Legacy Planning is an important consideration when developing a sound financial strategy. However, most people don’t think about what they’d like to leave behind, or how they can do it effectively” explains Simon Ashton, Executive Vice President and Head, Partnerships Distribution at Etiqa Singapore. “Our ad campaign highlights the unfortunate outcomes of not having appropriate succession plans in place using a more light-hearted approach than is normally seen for this important subject.”
The integrated campaign breaks mid-April across print, digital, out-of-home and free-to-air TV. A new website offers detailed illustrations of the various legacy planning solutions available. This will be followed by personalised marketing initiatives and events targeted at high-net-worth individuals.
Great work from Liang and Prav (art and copy), lead by Justin and Elsa. Hats off to Caleb for bringing the idea to life. Thank you to our wonderful clients at eTiQA for giving us the opportunity!
Finally, a big shout out to Ad Nut at Campaign Asia for picking the story up. #CampaignAsia #AdNut
Client: Etiqa Singapore
Brand: Premier by Etiqa
Agency: Blak Labs
Director: Caleb Huang
Film Production: Smallshop Communications
About Etiqa
Protecting customers since 1961, Etiqa is a licensed life and general insurance company registered in the Republic of Singapore. We are regulated by the Monetary Authority of Singapore (MAS) and governed by the Insurance Act.
With a comprehensive suite of protection, savings, retirement and legacy
planning solutions, we are committed to helping our customers plan for a better
future. Rated “A” by Fitch in April 2019 for our financial strength and stable
outlook, we humanise insurance by placing people over policies.
Etiqa is owned by Maybank Ageas Holdings Berhad, a joint venture
company that combines local market knowledge with international insurance
expertise. The company is 69% owned by Maybank, the fourth largest banking
group in Southeast Asia, and 31% by Ageas, an international insurance group
with footprints across 16 countries and a heritage that spans over 190 years.
American Tourister is calling all fans to “Join the Game” with the launch of its limited-edition Netflix Squid Game Collection, inspired by Netflix’s critically acclaimed TV series.
Timed ahead of Squid Game Season 3’s long-awaited premiere on June 27, 2025, the campaign brings the tension, suspense and iconography of the series into the world of fashion-forward travel.
The campaign, titled “Join the Game”, reimagines the show’s iconic invitation moment and turns it into a live call to action for die-hard fans in one adrenaline-charged launch film.
In the film, everyday individuals receive mysterious invitation cards in unexpected places before chasing masked soldiers towing exclusive luggage.
The chase climaxes at a dramatic standoff in an open arena, where invite-holders gather with cards in hand, ready to take-off like true fans.
The campaign was developed in partnership with independent creative agency Blak Labs.
“The Netflix Squid Game Collection isn’t just travel gear. It’s a cinematic invitation into one of the world’s most iconic shows,” says Alicia Lee, Business Manager, Asia for American Tourister at Samsonite APAC & Middle East. “Whether you’re team Soldier or team Contestant, this collaboration gives fans a way to express their love through fashion and functionality.”
Created with Singapore-based creative agency Blak Labs, the campaign centres on the call to action “Join the Game”, dramatising the lengths fans would go to get their hands on the coveted collection – and transforming everyday travel into a larger-than-life fan experience.
“We didn’t just want to show off luggage,” says Koh Hwee Peng, Creative Partner at Blak Labs. “We wanted fans to feel like they’ve received their own invitation to something epic – because Squid Game isn’t just a show anymore, it’s a cultural movement.”
About the Squid Game Collection
The collection features two distinctive styles, each designed to faithfully reflect the world of Squid Game.
The Soldier Series
Military-style form meets bold utility. With the signature black and pink palette and clean lines, this series includes Cabin and Medium-sized Spinners, backpacks, crossbodies, totes and an exclusive travel pillow that transforms into a hooded mask.
The Game Series
Bright, symbolic and unmistakable. This collection sports playful illustrations inspired by the show’s iconic hieroglyphics with contestant colours of cream and green.
The American Tourister x Netflix Squid Game Collection will be available in stores with in-store activations and giveaways offering fans even more reasons to join the game.
For media enquiries or partnership opportunities, contact Alicia Lee at alicia.lee@samsonite.com.
About American Tourister
With a legacy spanning over 90 years, American Tourister is a global leader in luggage and travel accessories. Renowned for its commitment to quality, durability, and contemporary design, the brand has consistently pushed the boundaries of travel gear, crafting products that blend functionality with style. From iconic luggage collections to cutting-edge backpacks, American Tourister caters to the diverse needs of modern explorers, delivering reliable and fun solutions that enhance every journey.
About Blak Labs
Established in 2010, by five of Singapore’s leading creatives, Blak Labs is a 100% independent creative agency with one purpose. To deliver the best ideas on the feed and beyond; to get people liking, loving, sharing and buying brands. Since 2019, Blak Labs has also added integrated media planning and buying to the creative mix through its sister agency, Instamedia Labs. Blak Labs is part of by The Network, an independent global network of the most creative and future-facing agencies in the world.
According to a recent piece by Mark Wilson in @FastCompany, “Influencers are publishing more than ever. They published 15 times more editorial posts and eight times more sponsored ads on Instagram in 2018 than they did in 2016. Yet consumers are starting to pay less attention to what they post, according to a new study by social media metrics firm InfluencerDB.”
Shurely shome mishtake? Post more = attract less attention. Ironic really.
And earlier this week, the legendary Dave Trott writing for Campaign eloquently explained why so much of this stuff fails. Have a read here.
As he is fond of saying about UK advertising, 20 billion quid is spent a year. Of which only 4% is remembered positively. 7% is remembered negatively and 89% isn’t noticed or remembered. Not sure what the numbers are for Asia.
Here at Blak Labs, we try to create ideas and campaigns that cut through. Some people like ’em and some people don’t. But at least our work isn’t in the 89%.
Soaked in Christmas spirit…glazed with Ah Kor’s Hainanese Sweet and Sour sauce. Yum
Here’s Blak Labs’ latest seasonal work for our friends at Shashlik.
We’ve recently redesigned and launched the website. Now mobile-optimised, the site tells the story behind the new Shashlik 2.0, while showcasing the restaurant’s heritage, family favourites and instagram-worthy dishes. Photography was by John Heng, Da Photographer
Recently Blak Labs was invited to speak at Clear Channel’s Idea Seminar held at the Projector in Singapore. It was a privilege to be able to share our learnings about opening in a new market and delivering creative excellence there.
You can view the presentation here
Be sure to read the notes for the full flavour. And here’s the clip that introduces the car.
For the full presentation of this and other case studies, drop us a line at talktous@blaklabs.com
Last Friday at the Gong Show, Singapore’s Creative awards, our Chinese New Year film for Maybank scored well in the craft categories.
Two Bronzes, a Silver and Gold in Film and Branded content. Congrats to all involved especially Director Caleb Huang and his team at SmallShop Communications for bringing this story to life. And to our clients at Maybank for having something to say about the meaning of relationships. Thank you for the opportunity.
Blak Labs blog 
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