Gatsby posters break the rules

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

Project Management: Lady in waiting Alicia

Influence? Wot influence?

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%.

Fresh from the kitchen

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. 

Tasty work from the talented team at Blak Labs.

For reservations, http://shashlik.sg/.

For campaigns crafted with creative care, please get in touch

Client: Shashlik Restaurant

CD: Justin Lim

Copy: Praveen

Art: Regina

Photography: John Heng @ Da Photographer

Who listens when you’re gone?

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.

New Creative Frontiers

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

Conversations turn to Gold!

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. 

ICYMI, here’s the film again. Give it some love!

Client: Maybank Singapore

Agency: Blak Labs

Director: Caleb Huang

Production House: Smallshop Communications

Don’t turn a blind eye to abuse. Do your part. Part 2.

Outdoor and Blak Labs’ second film for Big Love. 

Credits

Agency: Blak Labs

Creative Director: Justin Lim

Creatives: Praveen A, Lo Liang Han

Production House: Cut Scene

Photographer: Tangography