AMOS C

For this project, we took the brand to outer space and back in time to showcase its 3 most prominent features to help everyone get better with money.

Jokes aside, this project was really a blessing as we got to push the art direction and storytelling while still being on brand.

The Brief
Create a campaign that helps OCBC create more presence and awareness about the bank’s capabilities across ASEAN and Greater China while also highlight 3 key aspects of its business:
1) Financial Growth
2) Banking solutions and digital innovations
3) Expanding Business opportunities

The Challenge
How can we create awareness as well as functional assets that highlights key aspects of the bank without going into a stand corporate banking outcome

The Idea
We came up with a 2 part thematic campaign which consist of 2 thematic films that create awareness and a series of 3 KVs that were slightly more hardworking to introduce the 3 key aspects of the bank’s business. All of which were crafted under the theme of “A Land For Aspirations”

Personal Thoughts:
This project was really a good experience for me as i was given the opportunity to be the lead creative in this campaign and i felt that together with the team and my creative directors, we’ve managed to get the bank to produce works that have taken a more thematic approach while still meeting the requirements of the brief from the bank.

In the end, our OCBC clients were really happy with the outcome and it even opened up more opportunities for future campaigns to adopt this approach.

There are better ways. Let us help.

The Brief
As the phone market is going larger by the day and people owning lesser cameras. How can Canon promote its semi pro G series cameras in a new way to attract more sales.

The Challenge
How can we showcase the capabilities of Canon’s G series cameras and make them appealing to the public without look too professional and tacky.

The Idea
Promote the Canon’s G series differently from what they’ve been doing in the past by using a variety of camera techniques to show the target market that capturing beauty is effortless with its G series cameras.

The Brief
How can SOMPO create awareness that it has one of the leading travel insurance coverage for travelling to Japan to the south-east asia market.

Its GoJapan travel package includes a wide range of perks and benefits to ensure your trip to Japan goes smoothly.

The Challenge
How can we increase the brand presence of SOMPO to the south-east asian market as a brand that ensures happiness to its travelers.

The Insight
Many people only know the real importance of travel insurance after they have had a bad travel experience or heard about it from friends.

Studies have found that travelers who are covered by insurance are still unsure of the process of follow up in the event that they need help overseas.

The Idea
Asia’s Most Unfortunate Traveler.
The idea is to find a person who has been beaten down by bad travel experiences and rekindle their love for travel with the help of SOMPO’s insurance package in Japan.

Why It Works
No only does this idea help educate viewers on the wide travel insurance coverage that SOMPO has and what to do in the case that they need help, it also helps the brand show its confidence in its own product by putting it to the test as with a series content piece based on the Unfortunate Traveler’s journey in Japan.

Second season of HPB 2min DRA campaign with an increase in budget and more trust in the agency for content ideas.

The Brief
How can we further increase the awareness of HPB’s 2min diabetes assessment and take about diabetes in a fun way.

The Challenge
With the rising bloom of social media, how can we capture the Singaporean’s attention in the midst of all the content videos and posts.

The Insight
People spend a lot of time daily watching random click bait videos on social media.

The Idea
Create a series of random 2 min click bait content videos that educates the viewer that they could have spend 2 mins of their time more wisely by doing a simple diabetes risk assessment test.

2018 Effie Award Singapore: Bronze

The Brief
How can we create awareness of the issue of diabetes and increase the number of people taking the 2min online survey which is a diabetes risk assessment.

The Challenge
Everyone rather spends their time on social media watching facebook videos rather than taking the diabetes risk assessment as test can sound really boring.

Not many people know that HPB has a diabetes risk assessment online test which can be done in 2 mins.

The Insight
People spend alot of time daily watching random click bait videos on social media.

The Idea
Create a series of random 2 min click bait content videos that educates the viewer that they could have spend 2 mins of their time more wisely by doing a simple diabetes risk assessment test.

By informing the target market that taking the diabetes risk assessment only takes 2mins with a series of 3 click bait content videos similar to what they would watch when they are on facebook or instagram. We’ve help increase test participation by 400%

The Brief

Introducing a brand new card from OCBC. With a whole new way to earn more miles.

The Challenge

How can we introduce this new visa card product through a series of print ads and social posts.

The Insight
Imagine earning up to 4X miles. Day after day on your daily spending.
For grocery purchases.
For streaming subscriptions.
For dining and online spending.

With soo many ways to earn soo many more miles, every time you spend with the OCBC 90N Visa Card,
your daily spending brings you closer to your dream destination

The Idea
It brings you closer to your dream destination.

The Brief
How to educate youths on the importance of safe sex practices.

The Challenge
Safe sex practices have always been an embarrassing and boring topic to Millennials who don’t see the importance of it.

The Insight
Teenagers find it awkward and embarrassing to talk about safe sex practices and often ignore the habit of practicing safe sex because they don’t want to spoil the moment.

The Idea
In an era where people spend more time communication through their phones rather than face to face interaction. Durex creates a series of quirky gifs that enables youths to bring up the topic of safe sex without spoiling the moment and even have a laugh at it.

This campaign aims to promote safe sex towards the generation of Millennials in an unconventional way by encouraging them to be more open to talking about safe sex with their peers. With the use of everyday objects as visual metaphors for safe sex practices, this idea incorporates humour in sexual innuendos to relate to the target audience.

A campaign promoting the new features added onto the existing healthhub app. This app helps the public manage their family and their own health records easily on a digital platform.

Social Video Post

Scoops of Joy

DDB Group Singapore
2016

Series of social post in line with diabetes KungFu campaign.

The idea is to show the audience that you don't need to be a master/expert to fight against diabetes because all you need is one click.

Team: Larries Ng, Tiffany Low, Amos Chew

Crowbar 24 Hour Advertising Challenge 2016 - Winner

Newsbits is an 24 Hour Advertising Challenge idea that aims to increase the brand pressense of AsiaOne. Compared to other digital news sites, AsiaOne has considerably lower brand awareness among the masses and low content visibility. 

With working professionals who are constantly busy often having little time to spare to read the news, and with the excess of information and clutter on the web, staying on top of important current affairs becomes a tedious and frustrating process. On top of that, people like to receive relevant content that’s tailored to fit their lifestyle and interests.

The idea is to provide relevant content across multiple channels in quick doses throughout the day.

Team: Roxane Wee, Dan Chia, Amos Chew

Voices for Injustice is an integrated campaign that highlights the problem of unjust treatment and causes happening around the world that would normally go unheard and unaddressed. This campaign leverages on two primary insights: Voices of these victims are often drowned out by the media and/or the government.

On the other hand, youths 18-25 year olds whom are privileged enough to be living in comfort fail to fully empathise with these victims of injustice.

With Voices for Injustice, the idea aims to engage and empower a generation of youths, not just capable of using technology, but using technology to bring about a change.

Receipts, a small piece of paper that shows proof of our purchase as humans continue shopping in luxury. However, how many of us really need these receipts? Studies have shown that receipts are thrown away in less than 2mins after they are printed and every year, tonnes of these paper waste are generated and the cost of producing them damages our environment causing habitat loss through deforestation and climate change through pollution. As these environmental issues are becoming more and more serious, let’s us do whatever we can to save the environment by cutting down on receipt production.