Reviving Carlsberg Malaysia

When we pitched the business in late ’08, Carlsberg Malaysia were looking for an idea that would reconnect them with the 25 year olds, without alienating their core target group – the 50 year old “uncles” who sit in coffee shops every night drinking gallons of the stuff.
After 9 months, the “Great Beer, Great Stories” campaign was born featuring a refreshed visual language, and a series of witty one liners that enabled men of all ages to get and prolong their beer time with their mates. It also features the line “Nice One!”, a verbal thumbs up between guys that salutes a great story. The first part of the campaign re-established the brand’s creds. The second was the stories. After running for over a year, Carlsberg has extended its lead at the expense of Tiger. Nice One!

Connecting Coke with the man in the street

The relationship began when Coca-Cola Singapore required an integrated creative platform for local markets in Asia-Pacific that could underpin the great brand campaigns produced at a global level.
The resulting platform, piloted in Singapore, is now recognized as the global best practise in the Coca-Cola system – a first. Plus this was the first ever campaign to be adopted 100% by markets in Asia. Winner Best in Class: Coca-Cola Teen Programme APAC. One of 6 finalists in Euro RSCG’s global Creative Business Idea awards

Carlsberg Festive Campaign

This is the second campaign we created for Carlsberg. The first being the nine month pitch that gave birth to the “Great Beer, Great Stories” campaign in Malaysia. More about that later. This campaign was pitched and produced in record time, thanks to some real talent at the agency, and a client who believed in the power of new media. It immediately got the competition’s attention and by the time of the New Year’s Eve countdown, had generated over $300,000 worth of unpaid PR and built a significant database of younger drinkers that Carlsberg could connect with. Check out the case study here:

Hello there

Here’s some of my recent work. A number of case studies. And some individual pieces. From a highly awarded, integrated creative director with over 20 years experience in Asian communications. I’ll be adding more work over the next few days, so be sure to check back.

Brillaint shots from Scott Newett, put together by Electric Arts