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.

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