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Canon / Ministry of Manpower / Singapore Anti-Narcotics Association
Development Bank of Singapore / INQ Mobile / Cycle & Carriage Kia / National Arts Council
SGmaid.com / Fab Perfect / Miki / Speak Good English Movement /Affection Coupons

Canon

For The Master Craftsman (EOS 5D Mark III)

Concept: Jude. Film Director: Sng Tong Beng.

Canon

For The Master Craftsman (EOS Digital)

Concept: Jude. Film Director: Sng Tong Beng.

Ministry of Manpower

The Retirement and Re-employment Act

As the sole writer on this pitch, which Dentsu Singapore eventually won, I had the privilege
of proposing a new tagline and scripting these spots to introduce the new legislation.

Singapore Anti-Narcotics Association (SANA)

Looking back, Alex Wibo was indeed a grand (and sweet) departure from SANA's usual approach to communicate preventive messages. I mean, this is hardly the age to go top-down and one-way. (You can't pitch to your prospect if you can't keep him.) Of course, SANA's director, Mr Lim Poh Quee, deserves a big hand for his daring to move with the times. Helped by Alex, SANA regained its relevance among youth, successfully establishing a new engagement channel to continue its purpose of drug education and rehabilitation. My proudest moment came in the form of an
Alex Wibo-triggered news article educating the public on viral campaigns.

The Development Bank of Singapore (DBS)

When tasked to promote DBS Cashline, I hit upon this activation idea: I proposed giving away $100 to a lucky customer each day—chosen randomly, down to the second. To win, simply tweet (with a DBS Cashline hashtag) what you'd like to do with the money at that instant. The more you tweet, the higher your chances of snaring the prize. A healthy budget ensured that this activation could last well over three months. And since DBS Cashline may be parked aside until you actually need it, it was the fastest way the bank could gain a usage-pattern database for the development of new products and services. Sadly, it didn’t fly. Though you can still enjoy the print ad here.

INQ Mobile

With a flyer, we increased sign-ups for the INQ Chat 3G handset by tenfold: from 7 to over 80 per week. And all we did was to speak simply and truthfully on a subject close to our audience's heart.

Cycle & Carriage Kia

GuessWhatCar

I am proud of this campaign not because it sold a lot of cars, or that it garnered awards, but
the fact that Kia can now command an asking price on par with Japanese marques.

Cycle & Carriage Kia

Wonderful 2

Following the successful launch of the Cerato Forte, Cycle & Carriage Kia then brought in its edgier two-door cousin, the Forte Koup. Positioning it as the coupé to be seen in for up-and-coming professionals, we created a series of videos that not only went viral on Facebook, but launched our marketing campaign that was Wonderful 2. More than 120 Forte Koups were snapped up within the first month.

National Arts Council

Singapore Art Show 2009

Art, like beauty, resides in the eye of the beholder. Therefore, it is only right to let people define art in their own terms. Or, as we would have it, fill in their own blanks. Hence our creation of an accessible identity that spurs participation—from the aristocrat down to the man on the street. Oh, it translates well across different media too.

SGmaid.com

This series never fails to make me smile. Or remind me how privileged I was to partner a great art director. Kudos to Wayne Lau, for his amazing ability to give each campaign its distinct flavour.

Fab Perfect

Another idea of mine artfully translated by Wayne.

Miki

A calling card written and designed for an awesome nanny.

Speak Good English Movement

How to get your way almost every time, as revealed by a mouth that's been there, done that.

Affection Coupons

Launched at a time where the world was recovering from the sting of recession, this self-initiated project sought to remind people that the most important thing in life—happiness—is still very much attainable. All it takes is a little affection. This effort was covered by the following:
(i) The Straits Times, SG (ii) Marmalade Magazine, UK (iii) Frankie Magazine, AU