Give a Hug, Get a Coke

Introducing the first vending machine that responds to a person's warm embrace - The Coke Hug Machine.  

Cannes Direct Lion Finalist
PR Lion Finalist

Giving the HIV Positive a Face

In a country known to be the cleanest in the world, HIV and AIDS are taboo and the existence of people living with HIV is very much denied. Singapore's most recognized personalities come out and reveal what it's like to be HIV+ in Singapore. 

Gold Effies Award 2012

Nominated for Social Campaign of the Year by OSOCIO

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

Eno - Stomach Disasters

Cannes Silver Lion: Poster Single

Cannes Finalist: Press & Poster Campaign

Jon adding the finishing touch

Ingredients enough for a feast

Creatives: Troy Lim, Jon Loke, Maurice Wee, Renee Lim

soyjoy.com.sg - The Anti-Snack

The SoyJoy website was first launched with cute Japanese office characters, 
it got 20,000 hits within the first 2 weeks.

Within 3 months, we launched an all-out war against 
bad snacks. The cutesy characters in the website turned 
into lean, mean, fighting machines.

The "Anti-Snack" Movement had begun.

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

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