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.

Nikon

This campaign was Euro RSCG Singapore’s most successful creative campaign at the shows in 2009. Great work from Vic Ng, Steve Kyriakou and Hsueh Ling.

UOB Platinum Relaunch

Faced with an increasingly competitive landscape, UOB needed to ensure its premium card product lost no ground in Singapore’s crowded market. This through-the-line campaign uses strong imagery coupled with strong product benefits to reach its desired target. And reach its target it did.

On launch day, over 300 applicants turned up with their documents, eager and willing to pay the price of Platinum.

The “Manifesto” spot defines the essence of the Platinum man.
He is the embodiment of the product’s “Dare to Live” attitude. Exceptional art direction on a shoe string by Francis Ooi. Excellent direction by Farokh Aljoffrey.
Effies Gold Winner


Volvo C70 Preview

The C70 pre-launch was rolled out as part of a wider “Design is a   beautiful thing” campaign.
As this was the only new vehicle launch for the next 12 months, the need for it to attract new customers to the showroom and drive sales of other vehicles was also key.
Budgets were tight – restricted to Print, DM and eCRM. The outdoor was used as supplement to the main campaign. The results were phenomenal with Volvo securing advanced orders and deposits for the C70 over 4 times the number of convertibles usually sold per annum.
This campaign was an Effies Finalist on the strength of these results.