Who listens when you’re gone?

Writing a will, and figuring out who gets what, is one of those things that we all struggle with. Which is why we’re pleased to announce that Etiqa Insurance Singapore has introduced a new campaign for its Premier suite of legacy planning solutions for high-net-worth individuals, courtesy of you know who. (Not that we’re in that category ; )

Using Harry Potter-style living portraits, this omnichannel launch takes an amusing look at the grave topic of bequeathing one’s wealth upon passing on.

“Legacy Planning is an important consideration when developing a sound financial strategy. However, most people don’t think about what they’d like to leave behind, or how they can do it effectively” explains Simon Ashton, Executive Vice President and Head, Partnerships Distribution at Etiqa Singapore. “Our ad campaign highlights the unfortunate outcomes of not having appropriate succession plans in place using a more light-hearted approach than is normally seen for this important subject.”

The integrated campaign breaks mid-April across print, digital, out-of-home and free-to-air TV. A new website offers detailed illustrations of the various legacy planning solutions available. This will be followed by personalised marketing initiatives and events targeted at high-net-worth individuals.

Great work from Liang and Prav (art and copy), lead by Justin and Elsa. Hats off to Caleb for bringing the idea to life. Thank you to our wonderful clients at eTiQA for giving us the opportunity!

Finally, a big shout out to Ad Nut at Campaign Asia for picking the story up. #CampaignAsia #AdNut

Client: Etiqa Singapore

Brand: Premier by Etiqa

Agency: Blak Labs

Director: Caleb Huang

Film Production: Smallshop Communications

About Etiqa

Protecting customers since 1961, Etiqa is a licensed life and general insurance company registered in the Republic of Singapore. We are regulated by the Monetary Authority of Singapore (MAS) and governed by the Insurance Act.

With a comprehensive suite of protection, savings, retirement and legacy planning solutions, we are committed to helping our customers plan for a better future. Rated “A” by Fitch in April 2019 for our financial strength and stable outlook, we humanise insurance by placing people over policies.

Etiqa is owned by Maybank Ageas Holdings Berhad, a joint venture company that combines local market knowledge with international insurance expertise. The company is 69% owned by Maybank, the fourth largest banking group in Southeast Asia, and 31% by Ageas, an international insurance group with footprints across 16 countries and a heritage that spans over 190 years.

Conversations turn to Gold!

Last Friday at the Gong Show, Singapore’s Creative awards, our Chinese New Year film for Maybank scored well in the craft categories.

Two Bronzes, a Silver and Gold in Film and Branded content. Congrats to all involved especially Director Caleb Huang and his team at SmallShop Communications for bringing this story to life. And to our clients at Maybank for having something to say about the meaning of relationships. Thank you for the opportunity. 

ICYMI, here’s the film again. Give it some love!

Client: Maybank Singapore

Agency: Blak Labs

Director: Caleb Huang

Production House: Smallshop Communications

Don’t turn a blind eye to abuse. Do your part. Part 2.

Outdoor and Blak Labs’ second film for Big Love. 

Credits

Agency: Blak Labs

Creative Director: Justin Lim

Creatives: Praveen A, Lo Liang Han

Production House: Cut Scene

Photographer: Tangography

Don’t turn a deaf ear to abuse. Do your part.

Yesterday saw the launch of a new campaign from Blak Labs. You can read all about it here.

https://www.straitstimes.com/singapore/social-workers-hailed-for-helping-abused-children-as-big-love-marks-5th-year

And here’s one of the clips the team put together.

We’d love to hear what you think.

Full credits to follow with the next post.

New Home, Fresh Start

When we first started Blak Labs back in 2010, we couldn’t afford an office. Our workspaces were coffee shops in Dempsey and dining tables in our homes.

We didn’t know what the future would hold, or if we would be in business long enough to have our own address. So our first business card just featured mobile and email.

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As luck would have it, things started to happen for Blak Labs. Clients took a chance on us. From Maybank to PayPal, we picked up projects and started growing the team. We needed somewhere central to meet and were lucky that a mate had some desks free – which we willingly borrowed.

And while they were at the top of three flights of stairs, those desks and facilities were invaluable until we needed space of our own.

Finding the right place for your gang can be tricky. Especially when each place on property sites can be so misleading.

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What one person likes, another finds inconvenient. And what pictures online fail to show is actual size and usability. When we eventually found Pahang Street near Arab Street, we all agreed it was a space to try. Simple – wood floors, shophouse location, an upstairs unit with a mezzanine floor, tiny kitchen and a single loo. It was perfect – a space we could all live with. Until we outgrew it once more.

IMG_7358Our next space on North Bridge Road was twice as big. Two shophouse upper levels side by side. Meeting rooms, a pantry and dining area. Chill spots and workbenches. Plenty of room for growth. Until we were almost sitting on each other.

Luckily for us, the partners had put a deposit on two adjacent units at a new development. We’ve invested in comfort and utility. There is still room for growth. And experimentation.IMG_7366

How will we perform in this new space? Will it be filled with ground-breaking ideas? Will clients be clamouring to come through the front door? Will they like the vibe?IMG_7364

Only time will tell! #06-76, a new chapter begins

Two billboards outside Yangon, Myanmar

Now that we’re over the Chinese New Year feasting and drinking, it’s time for the year of the Dog to get started properly.

And here to get things moving are two billboards for one of Myanmar’s leading insurance companies, AMI.

Created jointly by Blak Labs Myanmar and Singapore as a public service message, the first billboard is a reminder to buckle up for a safe trip on the country’s highways.

WhatsApp Image 2018-03-01 at 12.19.09 PM

The second message is pretty unmistakable too. Speeding has terrible consequences for pedestrians, passengers and drivers.

SpeedobillboardGreat to see these messages finally up. Big thanks to the team in Yangon and Singapore. And thank you to our client for sharing the pics from their road trip. Nothing like two billboards outside Yangon, Myanmar to get your attention.

 

2018…it’s going to be a bit of a giggle

Here’s Mark Ritson’s take on the Big Seven in 2018. Or “BS in 2018” for short, which appeared in this week’s Marketing Week daily digest.

Here at Blak Labs HQ, we had a very serious session digesting all that Prof Ritson has to say. And we’d like to know what you think.
Better still, if you’re searching for answers for how your marketing should deliver in 2018, then please get in touch. With 5 creative partners, Blak Labs is the only Singapore creative agency that provides clients with Creative Counsel, delivered with Creative Care.  If you would like to know more, then drop us a line here

We’re 100% independent and conflict-free.