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| The SoyJoy website was first launched with cute Japanese office characters, it got 20,000 hits within the first 2 weeks. |
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| Within 3 months, we launched an all-out war against bad snacks. The cutesy characters in the website turned into lean, mean, fighting machines. |
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| The "Anti-Snack" Movement had begun. |
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| Anyone could join the fight by pledging on the website and creating unique avatars that would appear on their Facebook profiles. |
We also took the fight to the streets of Singapore's CBD, when the nasty snacks descended on Raffles Place, members of public were invited to shoot them with Nerf guns to win free bars.
Creatives: Yap San San, Adrian Yeap, Esther Tan
Creative Directors: Troy Lim, Jon Loke
