Wall's Scoops of happiness

We love ice cream. We love stories. We asked ourselves what would happen if we mixed them. Wall's Scoops of Happiness is a regional campaign to launch a new range of ice creams meant for in-home consumption across Indonesia, Malaysia, Vietnam, Philippines, Thailand, Australia & New Zealand. The challenge was to conceptualize an idea that would resonate across various markets with mothers and children. When we shared the idea with the Wall's team, it was a resounding YES from every regional and local marketing head. It took us close to a year to write and produce 15 story recipes. And after we had all the stories in place, we created a 3-minute interactive YouTube video that lets users discover 15 fairy tale inspired story recipes.

To get a taste of this campaign, visit www.scoopsofhappiness.com

This is an on-going campaign and is being launched across various markets in phases. Currently available in two languages: English and Bahasa Indonesia.

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Plant a Jackpot

An initiative we poured our hearts into. So often we come across CSR initiatives that strive to raise awareness or demand action without embeddeding in them the very action they demand. We wanted to create a social initiative that would challenge and change behaviours. Plant a Jackpot rewarded people for their active participation. It's easy to criticise trees being cut down, but we seldom reflect on how we can reverse this loss if we only managed to overcome our passiveness. With this campaign, we tried to do our part in encouraging people to go green.

Every member of our team had grown a plant by the end of this campaign. I started with one pot and now my balcony has actually become a bit of a mini garden. We do know it's had a similar effect on all the people who participated in our campaign. It is one of the few ideas i'm truly proud of. Although I'm not entirely sure if we may have created the world's first botanic game of chance, I'm certain we gave people and nature an equal chance at winning.

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Text with a Twist

A low-budget campaign that exploited how Instagram stored and displayed images. We knew youths enjoyed such hacks. Many of them were using the bug to surprise their friends. It lets them have some harmless fun. We acted quickly and created a social awareness campaign that let the youths spread the word for us. The campaign was short-lived as the bug was patched up by Instagram.

Watch the case study to see how it worked.

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Launching the 21st Century Volkswagen Beetle in Singapore

We turned a simple on-ground activation into an exciting experience. Most ideas these days get so lost in technology that they forget to be relevant. When we started off we wanted the solution to be simple and entertaining. Please watch the case study, I hope you like it. So far this campaign has garnered 2 shortlists at Adfest 2013, 2 shortlists at Digital Media Awards 2012 and a bronze at Creative Circle Awards 2012 (a.k.a. Gong Show).

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National Healthy Lifestyle Campaign 2012

We created four commercials to drive people to Singapore's first digital health channel healthymetv.com.sg

This channel can be accessed across platforms and is a great source for health tips, diet tips and various other health related content. 

We also created an app to measure the nation's health index. You can try it out here: Healthy Lifestyle Index

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Cisco's Flip Your Profile

Within 48 hours of launching Flip Your Profile, it was featured in thousands of blogs including Mashable, Digital Buzz, Contagious, etc. The app spread organically and millions installed the app. The server crashed thrice, due to the overwhelming response the campaign received.  Flip Your Profile has so far garnered a Silver at Effies 2011; and 3 finalists at Cannes 2011; an in-book at D&AD; a Bronze at Spikes 2011; a Gold, a bronze and 4 finalists at Digital Media Awards Asia 2011; a finalist at Young Guns 2011; a finalist at Adfest 2012; a Silver at Creative Circle Awards 2012 and Sabre award for blogger outreach.

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StarHub's Great Singapore Treasure Hunt

This Campaign managed to make the GSTH fan page Singapore's biggest  Facebook group in just 21 days. Watch the video to learn more about it. This social media experiment also won a bronze at Effies.

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