Heaven & Earth Part deux

Following the success of Bruce, our city-wrecking monster, we built on the platform of clarity by leveraging other famous examples of “moments of clarity”. More stunning art direction on a shoe string, from Cher.

Coca-Cola packaging

When the “Open Happiness” platform started to roll out, we were asked to examine every aspect of the communications to ensure the messaging could be integrated seamlessly. We took this as an opportunity to ensure the messaging worked from “shelf out”. We refreshed everything from the bar code and legals and even built simple stories into the packs. They also turned out quite nice as a series of instore posters. Great work from Alf, Wai Ling and a bunch of others.

Raffles Hotel

Having originated the idea of the Gourmet Food & Wine event, Raffles needed a big idea to revamp its ageing programme.
This mini-campaign was 8 years in the making and a sell out within two weeks.
Incidentally, the account was won in a pitch with Bateys.
Interestingly the work that won in the pitch, was the work that ran.

Carlsberg POS

This phase 2 of the new visual language we created for Carlsberg global – just a selection. Not sure if it’s running anywhere yet. But I’d love to know if anyone’s come across this anywhere.Brilliant shots from Scott Newett, awesome comps from Electric Arts.

Dell

The mother of all pitches and one that most agencies would shy away from. Dell wanted to build its brand and connect with customers. But it didn’t want to lose its original direct, transactional model. Apart being a drawn out exercise in procurement and technology planning, the pitch and the concept needed to be managed centrally for Asia-Pacific and allow for a high degree of customisation by the markets. We had the business for a year before it was realigned into the now-defunct Enfatico. The clients we worked with weren’t happy. Anyway, check out the case study and see how we moved them forward, ending up eventually with a new model that included retail outlets across Asia-Pacific.

Heaven & Earth – taste test

2009 saw a change of direction for Heaven & Earth. This time, we focused purely on taste as focus groups told us that Heaven & Earth tasted better than the competition. What better way to bring this out than with a celeb telling the truth for once. Great thinking from Vic and the team.

Heaven & Earth Green Tea

We were asked to reposition Coca-Cola Singapore’s green tea brand “Heaven & Earth” in 2007. Previously the brand had focused on a zen positioning. Our head of strategic planning, Francois, uncovered the truth – that green tea includes antioxidant ingredients which cleanse the mind and body. Useful when you’re a stressed out exec in today’s competitive city life. (Or for that matter, a monster with a sore head.)

This is the tvc, which was preceded by a guerilla campaign that dropped 15,000 pics of “Bruce” randomly around town and drove people to his MySpace and Friendster pages. (No Facebook back then.) Results? Heaven & Earth was the first stills brand to join Coca-Cola and Sprite in the 2million unit case club.