Turning Quitters into Champions

Instead of making smokers feel worse about themselves, we decided to glorify those brave enough to stay smoke-free and uphold them as champions worthy of respect. The TV spot that ran was the result of a mobile "Quit Studio" that went into the Singapore heartlands, where smokers walked off the streets directly onto the set and pledged to quit. No actors or models were used, instead, real people kicking a bad habit were transformed into stars overnight. The "I Quit Club" saw 4,000 likes and hundreds of pledges and supporters within the first 5 days.

The most successful QUIT campaign in Singapore

Gold IPA Effectiveness Award

Asian Marketing Effectiveness Bronze Award

Bronze Effie 2012

Feminax Menstrual "Mindmaps"

Creatives: Jon Loke, Troy Lim, Adrian Yeap, Chris Soh

Cannes Finalist: Outdoor Campaign

Cannes Finalist: Press (Art Direction) 

The Economist "Mettle Detector"

To distinguish the Economist reader from the man-in-the-street, we transformed anti-theft alarms in bookstores into "Mettle Detectors" by inserting chips into the magazines.

Creatives: Kevin Joseph, Cinzia Crociani, Deng Yingzhi
Creative Directors: Troy Lim, Jon Loke
Cannes Finalist: Promo & Activation
One Show  Finalist: P.O.P and In-Store

Emobot - Teenager Translator

In a partnership between HPB and Universal Music, we created a social media platform that could translate youth's emotions into a language anyone can understand - music. Check it out here: http://apps.facebook.com/emobotapp

The FWA - Public Shortlist

Silver Effies Award

MoodCube - Plugging into Teens' Emotions

We built a physical repository of teenager's top emotions and invited others to plug in and experience them through songs.

Creatives: Cinzia Crociani, Adrian Yeap

Creative Directors: Troy Lim, Jon Loke