Part of the Heaven & Earth relaunch campaign, this poster was designed to remind people about the spot they’d seen on tv the night before. Strategically located near 7-11s, they certainly cut through the street clutter.
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.
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.
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.
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
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.