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
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.
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 email@example.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.