Red Bull Nighthunt
Digital Activation /UI & UX
Red Bull Nighthunt is a unique Formula 1 theme photo contest race. Five weeks, five clues to discover
five Infiniti Red Bull racing pieces hiddenall over Singapore.
People can participate through Instagram and the most creative and imaginative shots will get exclusive
Infiniti Red Bull racing experience.
The best of the best photo will receive an invitation to the Red Bull Racing Formula 1 Paddock Club room to
meet their no 1 driver, Daniel Ricciardo.
Watch the promotional video by clicking the box
USER INTERFACEWe designed a fully responsive mobile interface
connected to Instagram to give an enjoyable experience for contestants.
Red Bull Nighthunt was happening in the coolest spots in town such as 1-Altitude rooftop bar and the event has
become one of the hottest event in 2015.
The campaign has raised brand awareness and sales significantly among young executives.
THE RESULTS
Windows 10 & Intel -Find Your New PC Love
South East Asia Regional Campaign
Working with an old and slow PC can make you feel frustrated. As a leading computer brand, Microsoft (with Intel processor) wants to encourage millenials to ditch their old PC and embrace the latest PC technology.
Millenials is a generation that live and breath in social media.
We worked very closely with Facebook team in Singapore to analyze the behaviour of millenials and find out that more than 70% of the millenials share their relationship related status in their own Facebook wall.
We use this data insight to create a campaign surround relationship problem for millenial generation inSouth East Asia region.
The Brief The Data Insight
Working with an old PC is like having a bad relationship.It brings up more problems than sweet memories. Microsoft wants to encourage millenials to move onand find Your New PC Love.
We started off this campaign by launching a series of facebook carousel GIF animation and video.
The Idea
Watch the video by clicking the screen
We then lead them to the mobile responsive microsite where they can take a quiz to know more about how bad their relationship is with their old PC.
The result will suggestthem to see what kind of
PC they deserve
We designed 5 simplequestions as a reality check
if their old PC are good enough
We highlighted the mainfeatures of the latest
PC technology in a very engaging parallax microsite
Consumer can pick 1 fromthe 4 PC’s categoriesbased on their needs
(speed, mobility, touchand value)
We suggested 5 PC’s modelsfor each category to compare
before they can makea purchase
Your New PC Love campaign has gottena tremendous response from millenials. The campaign has translated well inacross 5 different markets (Singapore, Malaysia, Indonesia, Thailand andthe Philippines).
In social media, the campaign created more than 1 million impressions. The amount of people who visited the Windows 10 and Intel website in the campaign period has increased by 60%.
Your New PC Love campaign has gained the attention from millenials and stands out from the other computer and electronic brand campaigns.
The Results
Singapore Post - Pen Match
When Traditional Art of CommunicationMeets Digital Enhancement
Creative BriefThis creative brief is one of the
AWARD School brief, a worldwide advertising academy runs byDDB Singapore with Joji Jacobas the head of the academy.
Our task is to help Singapore Post encouraging more people in this digital era
to communicate with their own
handwriting.
Insights
Idea
Every handwriting’s strokes and pressures showa significant personality of the person
who wrote them.
Graphology is the study of handwritingthat can reads and defines person’s
genuine character.
Using Graphology as our scientific method,we created an engaging online dating campaign
for people to experience.
Introducing
Combining a traditional essence of handwriting with technology enhancement
allows people to find partner that matches their true personality
How It Works
We launched a special card that compatibles with our Pen Match dating apps. People can purchase the card for $1 in any Singapore post offices and start using the apps after register their identity.
WRITE ANALYSE MATCH
3 Easy Steps to Use Pen Match
WRITE short introduction about
yourself andsubmit the photo
to Pen Match dating apps.
Our Graphology team will ANALYSE
your handwritingand show your
true personality.
We will pick the 3 choices that MATCH your personality.
You can start to chat afterwards.
Through a unique online dating experience,Pen Match provides a better chance for peopleto meet a partner with the right personality.
Most importantly, it brings more people to reinvent theirunderutilise handwriting to spread loves & smiles
all over Singapore.
Je Suis Charlie Poster
Silver Medal for Charlie Hebdo MagazinePoster Competition in France 2015
The January 2015 terrorism attack in Charlie Hebdo (French satirical weekly magazine) has left a grief for the world of freedom of speech. We need to design a poster with optimism message showing our support towards Je Suis Charlie movement.
I illustrated this situation using the huge pencil as the iceberg (symbolising world’s freedom of speech) and the terrorists as the small boat. I wanted to tell the worldthat our support to freedom of speech is ready to “flip off the boat” of terrorism.
The Brief
The Design
Malaysia Nature Society
Poster Craft
All our actions have an impact on the environment.Some of which we never fully see until it’s too late.Our pursuit for progress has left grieving on the environment.
Using the fragility of a leaf, we illustrated how nature is losing the battle against our pursuit of progress.We demonstrate how the buildings and factories eat up our greenery space. In the end, we as humans are actuallythe ones who will suffer from this loss.
Because the more we take, the less we get.
The Brief
The Outcome
Brief ExplanationWe are never impacted by the things we never see. We had to illustrate to the public that our pursuit for progress has left a grieving impact on the environment. All our actions have an impact on the environment. Some of which we never fully see until it’s too late. Our task was to visualise the effects of our actions.
Description of how you arrived at the final design:We let nature speak. Using the fragility of a leaf, we illustrated how nature is losing the battle against our pursuit for progress. We demonstrate how the buildings and factories eat up our greenery space. In the end, we as humans are actually the ones who will suffer from this loss. Because the more we take, the less we get.
Client: Malaysian Nature Society //Poster Craft
CREDITS: AGENCY: DRAFTFCB MALAYSIA YEAR: 2011CD: RAYMOND NG AD: YOKY PANDOWO, SOO YEW MENG CW: OH CHIN JIN
The closer look of the leaf that has been cut into the shape offactories and buildings.The closer look of the leaf that has been cut into the shape of factories and buildings.
Bank of China - SG50
Print Advertisement
Traditional Value with Modern Bankingis the ideology that Bank of China doing
for their business.
In conjunction with Singapore 50th anniversary promotion, our job is to create an iconic print
advertisement that rich in traditionalChinese culture yet appealing
to modern consumers.
The Brief
The most iconic symbol in theChinese culture is definitely its own
traditional character.
By modernising the rightChinese character,
we felt that it can be a powerfultools of communication to
reach our consumers.
Insight
DesignProcess
We chose [hè] that means rejoice. We modernise the ‘old’ look by recreating the character using geometrical shapes and colours.
The final part of the design process is infusing Chinese textures and Singapore icons into the character to give enchanting and vibrant looks.
The design process starts by selecting a right traditional chinese character. We chose ‘贺’ [hè] which means to celebrate or rejoice. We modernize the look by recreates the character using geometrical shapes and colours.
The final part of the design is by infusing Chinese and Singapore icons into the design to give distinctive looks. We used merlion, singapore flyer, chinese flower pattern, cloud pattern and both of Singapore 50th Anniversary logo (SG50) and Bank of China branding.
Bank of China with their ideology of traditional value, modern banking approach us to design an iconic print advertisement in conjunction with Singapore 50th Anniversary Celebration.
Client: Bank of China //Print Advertisement
Design Process
Close The Tap
Concept Idea for Young GloryAdvertising Award 2015
THE FACTSIf you leave the tap running, it wastes 6 litres per minute.
That’s almost enough water for a child in Africa for drinking and eating, washing and basic sanitation for a day.
All in just 2 minutes ofyour tooth brushing.
THE BriefGet people across the world to close the tap as their habit when they are
brushing their teeth.
INSIGHTIf we are going to establish a good habit to a human being, it’s important to start early.
Childhood is the stage where most ofour habit developed.
By teaching children how to save water now, we are preparing a whole new generation
to preserve water in the future.
Close The Tap Video
Watch the case study video by clicking the box
Shine The Light Against Bullying
Concept Installation Idea for CABCY Singapore(Coalition Against Bullying for Children and Youth)
Singapore is the 2nd highest rate country in the world with verbal
bullying among teenagers.
Teenagers do not know that using words like idiot, fat, loser and ugly will cause depression or suicide act
for the victim.
CABCY Singapore(Coalition Against Bullying for Children and Youth) wants to
raise awareness for teenagers in school by showing them how bullying affect the victim more
than what they can imagine.
THE FACTS THE BRIEF
We create installations in some of Singapore high school that display words such as Idiot, Loser and Ugly.
We raise the curiosity of the passer-by students to stop, read and turn on the light.
We let these students to experience the shocking result and get the message that verbal bullying is a serious matter in Singapore.
We must stop verbal bullying by shining the light against it and start spreading the message.