Great Eastern
I successfully helped convince an over-a-century old insurance company to embrace its playful side.
I did this by creating Great Eastern’s first-ever comic series (now over 20 issues strong and inspired by my love for comics) that spotlighted their financial representatives.
As well as a quirky campaign or two.
Sure, insurance is a serious category, but who says it can’t present itself in a fun way?
Great Eastern’s general insurance is the most comprehensive in Singapore - apt for people who are obsessed about the things they love. For the campaign - which comprised of 3 films - I took the quirky route.
I flexed my writing muscles to to craft this manifesto for the recruitment of financial representatives.
When you create a campaign that’s an ode to one of the rarest metals on Earth as well as the exceptional breed of men who personify it, you’d better do it right.
I like to think we succeeded.
#MenOfPlatinum Launch Campaign
The Applegram
When the government revoked Kashmir’s special status, they also took away its people’s ability to contact their loved ones.
Amidst a total communications blackout, we turned Kashmir’s largest export into a symbol of hope and resilience.
D&AD 2021:
Wood Pencil - Experiential/Out-of-Home
Cannes Lions 2021:
Shortlist - Brand Experience & Activation
One Asia 2021:
Bronze - Brand Installations
Durex: Foreplay
A lot of dudes are pro gamers but rank amateurs when it comes to foreplay.
So we decided to help them up their foreplay game through tutorials that utilised controller movements used in their favourite games.
Spikes Asia 2024:
Shortlist - Gaming, Brand Integration for Games
JBL: Game Theory Campaign
JBL was a newbie in the gaming headset space, with its Quantum series - launched in Singapore in 2019 - facing stiff competition from long-established players.
We realised that if we were to succeed in securing our future, we’d have to develop a rapport with students - a large portion of whom are gamers.
There was just one problem - educational institutions don’t allow any kind of marketing.
The only workaround was to game the system.
The solution - JBL: Game Theory - a complete gamification of students’ syllabus.
We got Garena - Singapore’s biggest game developer - and The Institute of Technical Education aboard to help us in our quest.
The Teasers
The Reveal
The Rewards
The Mechanics
Burger King: #BailMeOutBK
The year was 2020.
‘Lockdown’ and ‘quarantine’ were the flavours of the season.
We wanted to give thousands of hapless, freshly minted chefs something to cheer about.
And thus a tasteful campaign was born out of a simple insight.
Campaign India Digital Crest Awards 2021:
Use of social media in a campaign
Amazon: The Christmassy Delivery
Amazon Singapore wanted to delight shoppers in a meaningful but non-intrusive way during the busiest and best time of the year.
So we parked a dispenser filled with Christmas ornaments in the shape of Amazon’s famed delivery packages - complete with attractive discount codes -right outside Plaza Singapura - one of Singapore’s buzziest shopping malls.
The shoppers loved it, and our entire ornament supply was exhausted after just 2 days.
All because we took the phrase ‘great things come in small packages’ quite literally.
