Spot the difference

Here’s a print idea created way back in the early 90’s at DMB&B for client Burger King.

As you can see, it’s a tongue-in-cheek topical piece we created on the day of the fire at Burger King Robinson Road to apologize for the restaurant closure. The premise was simple. While we know our loyal fans love our flame grilled flavours, occasionally we burn the food…

The client loved it. Too bad they didn’t have the money to run it. Nor did the agency.

Fast forward to today and here’s the same tongue in cheek approach using a series of fires at Burger King restaurants around the world to celebrate the chain’s heritage and point of difference.

BS_ItalyIt’s just picked up the Cannes Gold Lion in Print.

BK_BS_Oregon_Creativity01

What separates them?

BKburnout

Not the theme or the sentiment. Both use humour to celebrate Burger King’s flame grilled flavours. To create an opportunity. To tell their story.

The answer is 26 years.

Fran Luckin, Chief Creative Officer, Grey, South Africa and Print & Publishing Lions judge said DAVID’s Grand Prix-winning campaign was “playful, authentic, and (had) a sense of being a little more edgy. Embrace your imperfection. It was brave and young, created in a social media age.”

Which just goes to show that there’s no such thing as a new idea.

Just new ways to say it with more reach. Chapeau to Burger King and the David team for making it happen.

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.”

Team

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 opens for business in Yangon, Myanmar

Our latest experiment is building a business in a new market. And here’s our new office at Hotel Yangon, complete with wifi, table, chairs and our team. Our first work is now in the market and making the competition nervous – our clients’ competition, that is.

If you have a project you’d like to discuss, please contact Charlie.blower@blaklabs.com.mm Ruth.goh@blaklabs.com.mm 

Or if you prefer to connect in the local language, please connect with 

Sett.kaung@blaklabs.com.mm

And cc us all. Thanks!

   

  Early days but exciting times. Watch this space…!

Blak Labs grabs new talent off the street

Pictured left to right: Alicia Tan, Fin Guo, Steven Koswara
Pictured left to right: Alicia Tan, Fin Guo, Steven Koswara

Starting 2015 on a strong note, our little shop beefs up its creative-focused model with three new hires. Here’s an extract from the press release:

“Joining Blak Labs are Steve Koswara (Designer), Fin Guo (Art Director) and Alicia Tan (Copy).

Steven recently graduated from NAFA and his design excellence is already making an impact for clients such as Gardens by the Bay.

Fin joins from a local independent agency and has already delivered on several key accounts.

Alicia, an Ogilvy Fellow, joins us from Geometry Global. A self-published author whose work has been showcased in Japan, Alicia has quickly demonstrated her capabilities on new business pitches and existing clients.

“Finding new talent is never easy. So it is a pleasure to welcome Steven, Fin and Alicia. We’ve been through a long process of candidate screening, using our proprietary Blak Labs interview technique and each fits with our desire to provide clients with an exceptional degree of Creative Care,” said Charlie Blower, Co-Founder and Managing Partner of Blak Labs.”

And guess what? Living in this world that operates at the speed of e, one publication picked this up and published it less than an hour after we sent out the news. Congrats to @cbasia for being first with the news. And thank you!

Happy new year and in the news!

ChairmanHappy new year everybody!

Hope you’ve made your new years resolutions.

We have and one of them happens to be about celebrating our successes.

To start 2015, we’re celebrating on a couple of fronts.

The first: a new project we’re working on in a new market. Can’t say where just yet. But all will be revealed once the work is out. It’s a big step for Blak Labs and we’re really looking forward to the launch. And seeing how the market reacts. But judging by the client’s response to our rough edits for two spots shot between Christmas and New Year, we think the work will work.

Her words exactly? “I’m very happy, thank you very much!”

The second: well, you can see it for yourself. A little bit of PR in the Business Times publication “Chairman 2015”.

We’ve received numerous comments and likes for this little piece. And while features a pic of me, it’s all down to the hard work of my partners, team and clients as well.

To paraphrase our client – “We’re happy, thank you very much!”

Blak Labs wins at the Clear Channel OOHPIA Awards. Check out the nice article from @mumbrellaasia

Interactive outdoor for our lovely clients at #RiverSafari. One of the winning pieces in Clear Channel's OOHPIA show.
Interactive outdoor for our lovely clients at #RiverSafari. One of the winning pieces in Clear Channel’s OOHPIA show.

http://mumbrella.asia/2014/08/river-safari-claims-outdoor-campaign-year-clear-channel-singapore-awards/

Blak Labs new Real Mums spots for Dumex

Danone Dumex has had a year of real ups and major downs. Amongst the highs, the successful launch on Mother’s Day of their community site www.heartknowsbest.com.sg

This site has helped reposition them as experts and partners in parenting and nutrition. The major down was the contaminated whey protein issue, courtesy of Fonterra in New Zealand. As a result of that issue, Danone Dumex took it upon themselves to institute a precautionary recall – damaging brand image and their sales.

So how to venture back into the market after that particular event? Apart from an excellent crisis recovery campaign, which Blak Labs helped with, our clients bravely decided to take a completely different tack.

Rather than featuring kids achieving their Mum’s scholastic desires, the team focused on the reality of being a Mum, being pregnant and their thoughts on Dumex.

We filmed two volunteer Dumex Mums – Thirlynn and Rei. They had no previous experience in front of the camera and we give them any lines to say. We simply wanted to create the conditions where their heartfelt emotions would come out on camera.

The shoot took place one Sunday. There were tears on set – as each Mum recalled special moments in their parenting journeys. And then there were tears again as the rough cuts were presented to management.

Take a look – the films are really quite special and will be supported by both social seeding and digital media buys across relevant sites. And don’t forget to check out the Dumex site.

Big thanks go to Two Oceans director Warren Klass, producers Say Chong and Shu Hui. For the music, thanks to Fuse – Colin Pereira, Jocelyn, Justin. And to the team at Blak Labs, Ken Tam (producer), Regina Lee (digital art director) and Hong Jun Teo (art director) for pulling it all together. Creative directors on the job: Nick Tan (art direction), Charlie Blower (copy).

The biggest thanks of all go to our lovely clients at Dumex, Nicole and Sharon. They took a leap of faith and fought for what they thought was best at every step – they deserve a big hand for their contributions to the final films. This is Thirlynn’s story. Rei’s to follow.