Selling Fake Awards to Sell The Crowbar Awards

Jon Loke and I were Co-Chairs of The Crowbar Awards in 2010, so we worked with our team to design a garish scam website that sold fake advertising awards. A video we shot of dodgy vendors hawking their fake trophies on campus went viral and even made headlines in the local newspaper. Students who clicked "BUY" were given an entry kit to try and win accolades with great ideas instead of money.

Art Directors: Xander Lee,  Deng YingZhi, Chris Soh
Creative Directors: Jon Loke, Troy Lim 
Copywriter: Adrian Yeap

"Always Know When to Stop"

To let youths realise that they could be binge drinking without even knowing it, we showcased examples of people who didn’t know when too much was too much.

Piercings Girl

Tat Guy

The Lady with Long Nails

Director & Photographer: Peter Bannan
Creatives: Simon Yeo, Craig Love
Creative Director: Troy Lim

Binge Drinking Integrated Campaign

Here's a short video we put together to document the whole campaign.

Live It Up Without Lighting Up

Teens are sick and tired of scare tactics when it comes to anti-smoking ads, so we illustrated the benefits of not smoking. We also broke the record for the largest flash mob in Singapore with "The Great Audio Experience", where students and young people came from all over the country and followed instructions via a broadcast on the local youth radio station Power 98 FM.

Bronze Effies Award

Creatives: Fajar Kurnia, Adrian Yeap

Creative Directors: Troy Lim, Jon Loke

Not So Secret Lives 2

The first season of www.notsosecretlives.com was a hit, so we decided to up the ante and the drama in this sequel. The story starts off the morning after a boy's night out. Trey finds himself naked, in a strange bed, with no memory of what had happened. Things get complicated when Jessie gets suspicious. In addition to social media and blogger engagement, radio DJs used the online drama as talking points to discuss intimate relationships among youths.

Creatives: Deng Yingzhi, Adrian Yeap, Kevin Joseph
Creative Director: Troy Lim

Tamiya Real Life Diorama

Clio Finalist: Poster

One Show Merit: Magazine & Outdoor

Clio Finalist – Poster & Billboard Campaign

Tamiya Ambient Campaign

One Show Merit - Magazine & Outdoor Single

Tamiya "Frames"

To show that Tamiya models are accurate and detailed replications of their real car counterparts, super-sized Tamiya sprue frames were placed next to real vehicles in high traffic areas, making the vehicles seem like larger-than-life Tamiya models.

One Show Merit - Innovative Single

Clio Finalist - Innovative Single

Creatives: Maurice Wee, Fajar Kurnia, Jeremy Chia

SOYJOY "Much Effort!"

Director: Kosai Sekine

Creatives: Takuya Matsuo, Maurice Wee, Troy Lim, Fajar Kurnia
Clio Finalist 

SOYJOY "Office" & Activation

Clio Finalist 

See how 5 ordinary people manage their weight whilst dealing with the challenges of "Much Effort" we throw their way. Their reward? A guided tour to the Otsuka factory and museum, Japan. Check it out: gi-joy.com

"SOYJOY to the World" Today Newspaper, 9 June 2009

What's On Guys' Minds - FHM Girls

One Show Merit - Newspaper single

Creatives: Ashidiq Ghazali, Adrian Chan, Eric Foenander, Troy Lim

Online Drama - The Not So Secret Lives of Us

When the Health Promotion Board wanted to talk to Singaporean youths about HIV, we tapped on their voyeuristic impulses and created a story revolving around 4 teenagers, told through their interlinking blogs on notsosecretlives.com. Followers could leave comments and influence the story arc, eventually having the final say in how the story ended.

Bronze Effies Award

Creatives: Kevin Joseph, Deng Yingzhi, Jeremy Chia
Creative Group Head: Troy Lim

DOVE ShowerOK - The world's one and only shower karaoke booth!

When Dove introduced it’s new ‘goFresh’ range of shower products, it faced a bit of an image problem: many teens and younger women felt Dove was ‘their mother’s soap’.Tasked with the job of rejuvenating the brand’s image with a single ‘activation’ idea, we decided to create a platform that pushed and empowered Singaporeans to get out of their comfort zones and ‘give it a go’. Presenting the world’s first public, high-performance shower-karaoke machine.

We launched with a series of guerilla posters with lyrics to several karaoke anthems pinned up on the walls of public showers.We also made a ShowerOK! YouTube channel at the fraction of the cost of a traditional website to host the campaign. Video footage of the wild and crazy showerOK antics was seen, commented, and voted on www.doveshowerok.com

Art Direction and Illustration: Adrian Chan
Copywriter: Troy Lim

Panadol Menstrual "Situation"

Cannes Bronze Lion

Clio Silver

D&AD In-Book

Books Edited by FHM

Cannes Gold Lion

2 Clio Silver

D&AD In-Book

Adfest Gold, Silver

Media Spikes Silver, 2 Bronze

You're Just My Type

3 One Show Gold, 1 Silver

Cannes Gold and Silver Lion

Best of Show Creative Circle Awards

D&AD In-Book

The Economist "Hotels"

The Economist "Parentheses"

Singapore Design Festival 2007

When the Design Singapore Council approached us to promote their bi-annual design festival, they wanted a campaign that made sense of design and spoke to the everyday Singaporean on the street.That is why we decided that to create a campaign that took an everyday piece of design that singaporeans are incredibly familiar with - the instructional ‘Fine’ signs - and turn them into signs that made them use their lateral ‘design’ faculties of their minds to decipher.

Singapore Design Festival 2007

Silver Effies '07