Wanted: fresh blood. See if you make the cut. 

We’re always on the lookout for fresh talent at Blak Labs. Which is why we’re issuing a challenge to all graduating NAFA Students (that’s Nanyang Academy of Fine Arts for those who don’t live in Singapore.) Take a look a look and see if you make the cut.

Take the challenge! Answers will be revealed...eventually.
Take the challenge! Answers will be revealed…eventually.

We reckon you should be able to spot at least 10 mistakes. And even if you don’t know what the mistake is called, you’ve still got the good taste to know that it’s wrong. And that’s the kind of eye for detail we’re looking for.

Designers, art directors, thinkers, dreamers. You don’t have to be the finished article – if you’ve spotted all the cock-ups we’ve included, send your answers on a postcard please to talktous@blaklabs.com

You could win a 12 week placement with Singapore’s fastest growing independent multi-national creative boutique (offices in 2 countries!) and the opportunity to work on the likes of Maybank, Gardens by the Bay, TANGS, SIT and others.

“With this challenge, we hope to cherry-pick top creative minds with an eye for detail, befitting Blak Labs’ philosophy of offering our clients the highest level of Creative Care,” adds Koh Hwee Peng, NAFA alumna and Blak Labs Co-Founder.

We also hope that we can find some talent capable of creating an original idea instead of dusting off an oldie but a goodie for the inter web age.

Another historic campaign from Blak Labs?

Blak Labs new campaign for National Museum of Singapore rewrites history for today’s social audiences

It gives me great pleasure to share Blak Labs’ most recent campaign for “Treasures of the World from the British Museum”. It’s the latest blockbuster exhibition at the National Museum of Singapore and if you’re in the city and you have some time, you really should go and see it.

A knight at the museum
A knight at the museum. One of the Lewis Chessmen from the British Museum’s Treasures of the World exhibit.

It’s only taken a couple of million years to pull together. With an extensive collection of over 200 stunning artifacts from around the world, we thought we’d have some fun with it.

Thankfully, our client at the National Museum prides itself on keeping history relevant. They like to present things in a way that connects with audiences today.

FB Post for PR

Judging by the fact that the show has been extended by a couple of months, it’s good to see that the content is clearly connecting. The campaign runs across key outdoor sites in town, together with strategic social media initiatives. Blak Labs won the project via government tender last year.

So is the ancient art of copywriting alive and well at Blak Labs?

We like to think so. Because it sure as hell isn’t in our blog posts!

If you’d like to see other executions in the campaign, leave us a comment below. Hey, leave us a comment even if you don’t!

Always happy to get a response. Thanks for reading.

FB Post for PR


FB Post for PR


Blak Labs takes Liberty


Liberty-Logo-Web-1600pxLiberty Insurance Pte Ltd has awarded the launch of its brand campaign to independent creative agency, Blak Labs, after an intensive three-way pitch.

“As a top ten general insurer in Singapore, we have been steadily growing our presence in the market,” says Teo Ser Foong, Vice-President, Marketing & Analytics at Liberty Insurance. “With this new campaign, we want to bring Singaporeans closer to our brand, as well as our range of innovative products.”

“In the United States, Liberty is a big name in insurance. Here in Singapore, they’re a challenger brand. Being an independent, we face similar business challenges,” adds Charlie Blower, Managing Partner and Co-Founder of Blak Labs. “We are delighted that they see the benefit of working with like-minded people.”

The new campaign for Liberty Insurance breaks across print, digital, radio and prime outdoor sites in the coming weeks.

Congrats and thanks to everyone at Blak Labs for making it happen!


Blak Labs brings service to life for City Serviced Offices

CDL 2City Serviced Offices, a subsidiary of City Developments Limited providing business workspace solutions for everything from start-ups to multi-nationals, has launched a new campaign via independent agency, Blak Labs.

The campaign features intriguing stories detailing exceptional service from the
City Serviced Offices team, based on actual experiences with clients.

“Beyond office spaces, it’s our uncompromised approach to service that’s made us famous over the last 10 years,” says Annie Abraham, Vice President of City Serviced Offices. “No request is too small and our dedicated team takes pride in delivering results with a personal touch, so tenants can focus on what’s most important – growing their business.”
CDL 4CSO 1“Each ad in the campaign is a true account of how the City Serviced Offices team made the impossible truly possible,” continues Charlie Blower, Co-founder and Managing Partner of Blak Labs. “If you find these stories remarkable, you’ll understand why ‘service’ is their middle name!”

The campaign breaks this quarter across strategic outdoor sites in the central business district, together with a refreshed website and printed collaterals.

TANGS gets the year off to a charitable start

Chinese New Year is a time for traditions such as family reunions, the giving of “gold” in the form of oranges and the exchange of Ang Pows.

TANGS, Singapore’s iconic shopping destination, feels it’s time to freshen up everyone’s favourite tradition, the giving of Ang Pows, by giving it a more contemporary and meaningful twist.

Introducing the ‘Get a blessing, Give a blessing’ charity drive. TANGS customers are encouraged to donate a portion of their festive funds through these limited edition Ang Pows which can be cleverly divided into two smaller ones. They can then drop one smaller Ang Pow into the donation boxes at TANGS, with all proceeds going to Singapore Children’s Society.

“Chinese New Year is a time of giving and sharing joy,” says Kevin Dyson, Chief Operating Officer of TANGS. “Following the success of our Shop for Good initiative, we saw an opportunity to extend the goodwill at different times of the year. As we welcome the Year of the Monkey, we hope our customers will extend their wishes for health and prosperity to the less fortunate by giving generously.”

This initiative was developed in conjunction with independent creative agency, Blak Labs. “It’s a tradition to give an Ang Pow as a blessing. Now, you can pass the blessings to those who need it most,” adds Charlie Blower, Managing Partner of Blak Labs.

Limited-edition Ang Pows are available, while stocks last during the festive season, from TANGS at Tang Plaza and TANGS VivoCity.


Gardens by the Bay deepens roots with Blak Labs

Cloud Forest Gardens by the Bay recently re-appointed independent Singapore agency, Blak Labs, following a tender.

The appointment is for 2 years with the option for the client to extend for 12 months.

Blak Labs continues to create all local and international branding efforts for the People’s Garden and works hand in hand with the client’s media, digital and PR agencies.

On the appointment, Charlie Blower, co-founder and Managing Partner of Blak Labs said:
“From day one, we’ve grown our relationship with Gardens by the Bay by delivering great creative with our proprietary Creative Care®. So to be reappointed yet again, especially when we were up against some of Singapore’s top agencies is particularly rewarding.”

This is the third time that Blak Labs has successfully tendered for Gardens by the Bay. The Singapore boutique pitched for the launch in 2011, followed by another tender for a further 2 year appointment.

For more information about Blak Labs, please contact Charlie Blower at charlie.blower@blaklabs.com

Update: Blak Labs matches Patients and Donors for Bone Marrow Donor Programme

The original post was first published 10 months ago following World Marrow Day in 2015.

On 14th May this year I met the lovely Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme, at the BMDP Gala. She made my night when she told me that the exhibition Blak Labs created has resulted in 12,000 new sign-ups as potential Bone Marrow Donors. Now if just one of those potential donors can follow through when they’re called on and save a life…well, that would be something. 

For the best part of a year, the Bone Marrow Donor Programme (BMDP) has been working with Blak Labs to build an integrated recruitment campaign to sign up new donors.

The campaign called “#Match4Life” launches across digital, outdoor and social channels just in time for the inaugural World Marrow Donor Day on September 19th. At the heart of the campaign is an exhibition at 313@Orchard as well supplementary street team activities to drive awareness and donor recruitment.

Event Poster 1-06

Featuring past recipients of bone marrow donations, as well as young donors from the Malay, Indian and Chinese community, the exhibition content shows how the act of becoming a donor matches two complete strangers in a life-saving bond.

“When we receive a request to find a match for a patient, all other treatment options have failed and at that stage it’s transplant or die. Our challenge is that there is a 1 in 20,000 chance of finding a matching donor,” said Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme.

“It’s a huge issue as 6 people in Singapore are diagnosed with a blood cancer such as lymphoma or leukaemia every single day. For many of these patients a transplant is their only chance of survival which is why we urgently need more people to sign up and join the register,” Prior adds.

The campaign is the first phase in the BMDP’s drive to grow the registry by 50,000 new donors over the next three years, but it faces a number of challenges. Amongst these, Prior cites misconceptions around donation methods, loss of virility and faith as being the hardest to overcome.

Event Poster 2-01

To create the content, Blak Labs taped a series of interviews with survivors and donors to get their experiences straight from the heart. For video content, please refer to the Youtube playlist: https://youtu.be/iUTRbnLArDc

The team also completely redesigned http://bmdp.org/ to ensure ease of recruitment.

“We’re delighted to be able to support BMDP in their drive to reach 50,000 new donors. This isn’t just another campaign. If it works, it actually means that lives will be saved,” said Charlie Blower, Co-Founder and Managing Partner of Blak Labs.

“The campaign is deliberately lo-fi and unfiltered because we want the real emotions and experiences of these remarkable survivors and the amazing donors to come through,” adds Blower.

In addition to support from Blak Labs, the BMDP campaign has been helped off the ground with media sponsorship raised through UM, backend digital support from Crimson Works, photography by Ric Tang of Tangography and video production by The Reel Thing.

“We’d like to take this opportunity to thank the team at UM. They’ve done a fantastic job of securing media sponsorship worth S$120,000 across multiple channels and media owners. The guys at Crimson Works have also worked hard to help us simplify the registration process. Now it’s easier for potential donors to sign up. And with Salesforce support, it’s faster for BMDP to get their swab kits out to potential donors. The support from the guys at The Reel Thing and Tangography has been amazing.”


Creative Directors: Charlie Blower, Elsa Peck

Art Directors: Royston Ang, Regina Lee

Digital Designers: Regina Lee, PeiWen Low

Copywriters: Charlie Blower, Elon Law, Alicia Tan

Producer: Ken Tam

Photography: Ric Tang, Tangography

Retouching: Evan Lim, The Rabbit Hole

Production: Chee Kin, Joe, The Reel Thing

Digital developers: Alex, Leo, Crimson Works

Printing: HP, digione

Media: UM, YiLiang, , Ray Pak,


About The Bone Marrow Donor Programme

The BMDP is a charity and IPC responsible for building and managing Singapore’s only register of volunteer donors who are willing to donate their bone marrow to save the lives of patients with leukaemia and other blood diseases and who need a transplant to survive. The BMDP also provides a service to the hospitals to find a matching donor for their patients. So far almost 500 patients have been given a chance of survival through the work of the BMDP and the need grows every year as transplants become a routine treatment for these most common forms of cancer. More details are at http://bmdp.org/

About Blak Labs Pte Ltd

Established in 2010, Blak Labs is one of Singapore’s fastest-growing integrated creative independents. With its focus on Creative Care®, the micro-agency has successfully attracted projects from Maybank (Singapore), Gardens by the Bay, CDL and has recently set up a new venture in Myanmar.

For more information about Blak Labs, please contact Charlie Blower at charlie.blower@blaklabs.com or call +65 9007 8195.

Blak Labs in the news 

Thanks to Marketing for including our little shop in their profiles of Independent agencies in Singapore. http://www.marketing-interactive.com/independents-blak-labs/?utm_campaign=20150723_mktdaily&utm_medium=email&utm_source=SG&utm_content=listing


Under-claim – a vastly underrated skill here in Asia.


‘Subject: ‘IMPORTANT!!’
I didn’t recognise the name of the sender, let’s call her Nadia Johnson.

What could it be?
What have I missed? Is it the bank?
Tax office?

Maybe it’s something good?
A publisher with a huge cheque wanting to turn this blog in to a book? What could it be? Should I be worried? Excited?
Turned out ‘Nadia’ was a student looking for a job.

So it was a kind of trick.
I guess Nadia thought that if she put ‘IMPORTANT!!’ in the subject box I’d read on.
She was right.
But she hadn’t considered how I’d feel by the end of the email – tricked.
So if someone asked me to pick one email from my inbox that wasn’t important, I’d pick that one.
Because she’d forced me to assess its importance.

In advertising, over-claiming is second nature .
It’s easy to get clients to buy it, but hard to get the public…

View original post 580 more words

Great read…check it out…

Like sports, a lot of a company’s success rides on how they handle their wins and failures. http://www.entrepreneur.com/article/243462

Thanks to @Chris_Myers at Bode Tree via @Entrepreneur