Tag: BBH Singapore

Singapore –Income Insurance Limited, in partnership with BBH Singapore, has launched a new campaign highlighting the importance of critical illness coverage in protecting children.

Titled ‘Unproud Parents,’ the campaign’s film opens with a mother’s voiceover, directed at her daughter Sara, repeatedly stating that she is “not proud”—a sentiment that contrasts sharply with scenes of Sara stepping up in ways that would typically make any parent proud, from caring for her younger brother to managing household tasks.

The film then shows flashbacks revealing Sara taking on responsibilities beyond her years—getting her brother ready for school, preparing meals, and keeping up with schoolwork—while other children enjoy a carefree childhood. This contrast between the mother’s voiceover and Sara’s reality builds tension throughout the film.

The reason for Sara’s burden soon becomes clear: her mother’s cancer diagnosis and the lack of financial protection during recovery. In a poignant twist, the mother’s voiceover is revealed as a misdirection—she is not disappointed in Sara, but ashamed of her own unpreparedness as she watches her children bear the consequences.

Income’s campaign highlights the message, ‘If you don’t protect yourself, you can’t protect their childhood.’ It aims to encourage parents to protect their children by investing in comprehensive coverage.

Janson Choo, executive creative director at BBH Singapore, said, “The devastating effects of critical illnesses on a patient’s child are often overlooked and understated. Without adequate protection, a child may be forced to make life-changing decisions that no one their age should have to face. With Sara’s story, we hope to spark an important conversation and encourage Singaporeans to rethink the role of critical illness insurance.”

The campaign is live across digital platforms, social media, Starhub TV+, and Golden Village cinemas. In addition to the four-minute hero film, it includes 30- and 15-second cutdowns, as well as 6-second YouTube bumper ads.

Income’s campaign highlights that many younger Singaporeans remain uninsured despite the rising incidence of cancer and stroke in their age group. It also coincides with Income’s launch of Complete Life Secure, a whole life insurance plan aimed at providing young parents with lifelong coverage for death, terminal illness, and total and permanent disability.

Dhiren Amin, chief customer officer at Income Insurance, shared, “At Income Insurance, we believe it’s essential to share stories that resonate with the real challenges families face. This story sets out to appeal to and connect with parents of young children, bringing to the fore that one of the best ways to protect the childhoods of their children is to sufficiently protect themselves against life’s unforeseen circumstances.” 

“As an insurer, we seek to go beyond offering protection but also to empower individuals to take the necessary steps to safeguard their loved ones and ensure their financial well-being should life throw them a curveball,” Amin added. 

Singapore – Samsung places Galaxy AI in the spotlight in its latest global campaign for the newly-released S25 series. The campaign was made in collaboration with creative agency BBH Singapore.

Amplifying the flagship phone series, the campaign emphasises how Galaxy AI, Samsung’s built-in collection of AI features, is fundamental to users’ daily lives.

To boost engagement, the integrated campaign includes a film and a series of commercials revolving around the smartphones’ new AI features.

As part of the campaign, BBH Singapore conceptualised characters to be featured on various content across channels. The characters, placed in different situations, represent how Samsung can help make their experiences better.

The global campaign is set to roll out in the following weeks across social media and digital channels, television, and cinema.

“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI. Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion,” Sascha Kuntze, chief creative officer at BBH Singapore, said.

Sung Chang, executive vice president at Samsung Electronics, commented, “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”

Singapore – Advertising agency BBH Singapore has tapped Stéphane Missier as its chief strategy officer, taking over from Chris Chalk, who left the company in December.

In his new role at BBH Singapore, Missier will lead a team of strategists for the agency’s growth. He will work with the agency’s major clients such as Samsung, Nike, UOB and Income Insurance.

Bringing 20 years of experience in the industry, Missier most recently serving as Wieden+Kennedy’s group strategy director for 10 years. He has led campaigns for various brands such as Nike, Team USA, FanDuel and Bud Light.

Missier will be directly reporting to BBH Singapore’s chief creative officer Sascha Kuntze and managing director Sid Tuli in his role.

“BBH Singapore is building a global agency for a new era. Its commitment to building a culture where difference thrives and embracing the diversity of its clients sets it apart from the crowd. I’ve always considered myself a black sheep and have long admired the work of BBH. I’m thrilled to join the flock and begin this exciting journey,” Missier commented.

 “I’m so grateful for everything Chris did for us over the last three years and I wish him all the very best as he relocates back home. Stéphane is an incredibly talented and highly experienced strategist that has shaped some of the most culturally significant campaigns of the past decade. He’s lived and worked in 8 countries before Singapore, helping build the biggest brands anywhere, and he is exactly the type of talent we need to take us forward,” Tuli said.

Singapore – Income Insurance has launched a new campaign for its new car insurance tailored for electric vehicle (EV) drivers, injecting humour as it highlights its edge against regular car insurance.

The campaign for ‘eDrivo Car Insurance’ aims to bridge the gap between the increase of EV adoption and the kind of insurance they are getting. This is due to some EV owners’ continued reliance on regular car insurance, not knowing that its coverage does not meet the specific needs of EV drivers.

Collaborating with creative agency BBH Singapore, Income Insurance tapped Singaporean comedians Eugene Soh and Fadzri Rashid to share their humorous take on getting unsuitable car insurance.

The campaign video shows the comedians, only one of them eDrivo-insured, discussing why EV insurance is better than regular ones as they charge their vehicles in a field far from the city.

The video highlights how only the tailored insurance covers EV batteries, even when the charge runs out in the middle of the road. eDrivo Car Insurance also allows unlimited battery replacements for accidental damages. 

With plans to go beyond the film, Income Insurance also bared its plans for an activation, leveraging the comedians’ ability to perform live.

As part of the campaign, Soh and Rashid are set to be featured in a ‘drive-in stand-up’ show in April 2025, which the audiences can watch inside their cars.

The campaign on social media will also bring the two comedians together to answer EV-related questions through a video Q&A.

Khairul Mondzi, executive creative director at BBH Singapore, said, “We leaned on comedians to bring some wit to the world of insurance, and worked with a top comedy director, Karthik Kumar, to make sure every punchline landed just right.”

Dhiren Amin, chief customer officer at Income Insurance, commented, “Insurance campaigns don’t always have to be serious. We took on a refreshing approach centred around comedy, with punch lines and “mic drop” moments that are refreshing to cut above the noise – to deliver a reality check to EV owners with regular car insurance and show them why eDrivo is the better choice.”

Singapore – FairPrice Group (FPG), Singapore’s largest retailer, has launched a new campaign aimed at highlighting the daily struggles of everyday families and how the brand strives to make life a little easier for them. The campaign, which centers around the tagline “Every Day, Made a Little Better,” is spearheaded by an emotional short film produced by BBH Singapore.

Directed by Tan Hui Er, the film focuses on a hardworking Singaporean couple and their young son as they navigate the ups and downs of family life. The storyline showcases relatable moments, such as the mother feeling guilty for arriving home late from work without time to cook, and the father rushing to pick up their child from school. Tender scenes depict the emotional highs and lows of parenting, from a tearful meltdown in a supermarket aisle to a child drawing on the bedroom wall in crayon.

As the narrative unfolds, it highlights how small moments can have a big impact on daily life, with FairPrice Group quietly playing a supportive role in the background. The film is set to a specially composed song titled “You’re Doing Well,” reinforcing the campaign’s message of reassurance and hope.

Running for three months across cinema, social media, digital platforms, and out-of-home (OOH) channels, the three-minute film, along with 30- and 15-second cutdowns, is designed to create a strong emotional connection with viewers. It emphasizes FPG’s role as a trusted partner in helping families manage their everyday challenges, underscoring its commitment to supporting the Singaporean community.

The campaign encourages families to find positivity in their daily lives, even when things aren’t perfect. It serves as a reminder that the little moments spent together are what matter most. This message will be reinforced through various community and customer engagement initiatives launched by FPG’s brands, reflecting the company’s social mission to keep essential goods accessible to all Singaporeans.

In addition to its retail operations, FPG champions several community support initiatives through its philanthropic arm, FairPrice Foundation. Programs like “Start Strong, Stay Strong,” “Cheers Breakfast Club,” and the annual “A Full Plate” food donation drive showcase the group’s dedication to promoting healthier and more fulfilling lives for Singaporeans.

BBH Singapore was responsible for developing FPG’s refreshed brand architecture, aligning its sub-brands—FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, Cheers convenience stores, and Unity pharmacies—under the master brand to strengthen their collective impact.

With this new campaign, FPG aims to deepen its emotional connection with Singaporean families and demonstrate the meaningful ways it supports them in their everyday lives.

Alvin Neo, chief customer and marketing officer at FairPrice Group, said, “FairPrice Group’s latest brand campaign, “Every Day, Made A Little Better,” is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos. The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life’s inevitable challenges, their daily efforts, no matter how small, do make a difference. It is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve.”

Meanwhile, Khairul Mondzi, executive creative director at BBH Singapore, commented, “We wanted to create something that would uplift and inspire people, that trying your best, even in small ways, makes every day a little better. Everyone, from the FairPrice Group team to our production partners, put their heart and soul into bringing this vision to life.”

Singapore – Samsung has recently rolled out a new global campaign alongside BBH Singapore, which features the Samsung Health and Galaxy AI and taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming.

The campaign focuses on the story of Stacey and Steve, who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.

Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the spot ends on a cliffhanger.

The ad, entitled “A Samsung Health Story: Racing to Fiji” is expected to be the first in a series, which will develop the characters and their “world” in future episodes. The longform version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features. 

BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a stellar TV background. Best known for his work on Saturday Night Live, Rhys has also shot several other acclaimed shows like Documentary Now!, Comrade Detective and Hawkeye by Marvel.

The idea behind the film highlights that when you get personalised AI coaching from Samsung Health, you see a clear way forward, motivating you to stay on track and making health so much more enjoyable. The Energy Score, several other new Samsung Health features including personalised coaching through wearables, sleep and exercise features are showcased in the film. 

The new campaign builds on BBH Singapore’s existing partnership with Samsung, which recently included launching a campaign for the Samsung Galaxy Watch.

The ad is running as a longform (2 and a half minute) spot as well as in 30 and 15 second edits, in global markets including UK, France, Germany and Korea and on platforms including YouTube, Instagram and TikTok.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story.”

Meanwhile, Sung Chang, EVP at Samsung Electronics, commented, “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. And with Galaxy AI, you receive personalized insight messages and wellness tips to help you reach your personal health goals.”

Singapore – Samsung has partnered with BBH Singapore to launch a global campaign for the Galaxy Watch Ultra, their first smartwatch designed for extreme performance and powered by Galaxy AI.

Samsung and BBH Singapore’s campaign highlights how the Galaxy Watch Ultra is the ultimate companion for any adventure, with the tagline, ‘Wherever life takes you, make it Ultra’.

The 30-second TV and online commercial portrays an adventurer navigating rugged terrain—cycling down sand dunes, swimming in the ocean, and hiking snow-capped mountains—demonstrating how the Galaxy Watch Ultra supports both his extreme escapades and professional achievements. Complementing the visuals, the soundtrack features a contemporary rendition of the classic love song “I Will Follow You” by Ricky Nelson.

The campaign will run globally and will be accompanied by three online films airing on YouTube, Instagram, Meta, and X, showcasing the Galaxy Watch Ultra’s standout features, including its military-grade durability, water resistance, and extended battery life.

Furthermore, a series of engaging, feature-focused videos will run on Samsung’s social media to offer situational demonstrations of the watch, providing more detailed information in a quirky and entertaining manner.

Sascha Kuntze, chief creative officer for BBH Singapore, said, “Time flies when you’re having fun. Or making a campaign about an extreme watch. We’re thrilled to be a part of yet another flagship launch and to build the ambition of Galaxy AI together with Samsung.” 

Singapore – Welcoming a new generation of travellers, Samsung has partnered with BBH Singapore for a new global campaign that positions the Galaxy S24 Ultra with Galaxy AI as the ultimate travel companion for the summer. 

As Gen Zs worldwide prepare for exotic adventures and new horizons, Samsung’s global campaign highlights how the Galaxy S24 Ultra, powered by Galaxy AI, is transforming the way travellers capture and experience their journeys, offering deeper and richer experiences than ever before.

Building on the S24 Ultra’s successful global launch in January, this campaign delves into the core of Gen Z’s travel aspirations. 

Samsung understands that travel is filled with surprises, but those unexpected moments don’t always translate into the best memories. This campaign highlights how the Galaxy S24 Ultra, powered by Galaxy AI, can be the perfect travel companion to help with navigating travel hiccups like photobombs, unrecognised landmarks, and getting lost. 

The campaign, featuring films, dynamic out-of-home displays, and social media executions, spotlights game-changing Galaxy AI features like ‘Photo Assist’, ‘Instant Slow-mo’, and ‘Circle to Search’ with Google, all designed to transform travel experiences. Familiar travel moments, such as “What am I eating?” and “Where am I?”are effortlessly answered by Circle-to-Search with Google, while social and digital ads address common photo issues like photobombs, seaweed in beach pics, and poor lighting, showcasing Galaxy AI’s ability to enhance images and preserve memories as they were lived.

The campaign runs across social media, digital video, and both static and digital out-of-home platforms worldwide.

Sascha Kuntze, chief creative officer at BBH Singapore, shared, “Following a successful launch as Samsung Mobile’s leading global creative agency for its flagship mobile, we’re thrilled to launch the next phase of this campaign. We wanted to seize this moment when Gen Z travellers are about to go explore the world. After experiencing the incredible capabilities of Galaxy AI firsthand, we knew this was the perfect opportunity to showcase its benefits and position the S24 Ultra as the ultimate travel companion.” 

Earlier this year, Samsung also collaborated with BBH Singapore for the launch of its highly anticipated Galaxy S24 Series. The advertising agency produced a series of seven films showcasing the Galaxy S24’s most groundbreaking features. Among these was the official film introducing ‘Circle to Search,’ a feature Samsung developed in partnership with Google.

Singapore – Income Insurance has partnered with BBH Singapore and Publicis Chemistry for its latest cat-themed campaign that highlights the flexibility of its investment products for customers. 

Income Insurance wanted to centre the campaign on the flexibility of its investment suite, embodied in a unique campaign metaphorically highlighting a cat’s agility. The insurance company’s ‘Investment-Linked Plans (ILPs)’ empower customers to maximise their investment potential with unparalleled flexibility.

The campaign film, crafted by BBH Singapore, cleverly parallels Income Insurance’s flexible investment-linked products with the agile movements of a confident feline navigating intricate pathways, mirroring how ‘Invest Flex’ and ‘AstraLink’ empower consumers to optimise their investment potential.

Leveraging the online craze for cats and memes to boost the campaign’s impact, Publicis also crafted a collection of cat stickers for WhatsApp and Instagram starring the campaign’s beloved fluffy mascot. Additionally, social media content showcased local cat influencers in amusing poses that highlighted their flexibility, curated specifically for Income Insurance’s channels.

The campaign film is live on YouTube, StarHub TV+, Golden Village Cinemas, and across social media.

Speaking on the campaign, Khairul Mondzi, executive creative director at BBH Singapore, said, “Recognising the dynamic nature of investing, we wanted to address the subject with a refreshing and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give customers the confidence to navigate life’s unpredictable nature.”

Dhiren Amin, chief customer officer at Income Insurance, also shared, “When it comes to investments, flexibility is key to adapting to uncertainties and achieving financial goals. This campaign does the job of highlighting an otherwise functional benefit in an interesting way, tapping into the TikTok trend of showing the flexibility of cats. The very correlation of the two rather unconnected worlds of investments and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products.”

As part of Singapore’s continued roll-out of its “Made in Singapore” global tourism campaign, the Singapore Tourism Board (STB) has tapped BBH Singapore and The Shophouse @ Publicis to launch a global outdoor advertising campaign that focused on highlighting some of the country’s unique and multifaceted offerings and provides a whimsical take on three iconic Singapore experiences.

Moreover, this campaign–which was rolled out in the cities of New York, London, Shanghai, Mumbai and Jakarta–is an extension of the current “Made in Singapore” campaign that replaced the “SingapoReimagine” recovery campaign. Much like the outdoor campaigns, this main campaign put into spotlight quintessentially Singapore experiences, from iconic attractions to hidden gems, that turn ordinary moments into extraordinary ones.

For our latest Top Story story of this year, we spoke with Khairul Mondzi, executive creative director at BBH Singapore to learn more about the creative process for this outdoor campaign, and what’s next for their campaign work with STB for its “Made in Singapore” campaign.

On strategically executing the campaign at a global level

One of the first things Mondzi pointed out was that for this campaign, they strategically rolled out the campaign at select global cities in order to drive higher interest for the campaign, which in turn will drive more engagement for STB.

“This strategic selection aims to raise awareness and drive heightened interest for the campaign among our key target audiences, catalysing earned coverage for the ‘Made in Singapore’ campaign in iconic media capitals of USA and UK, while fostering a greater push for recovery in top target markets of China, India and Indonesia for destination Singapore,” he explained.

Official campaign roll-out of 3D billboards by STB

For Mondzi, the ‘Made in Singapore’ global campaign puts a fresh spin on the Passion Made Possible destination brand, spotlighting how ordinary moments are made extraordinary in Singapore. Moreover, their goal was to bring to life the city’s rich tapestry of experiences and craft a compelling narrative that captivates audiences with both imagination and allure, utilising large, high-impact immersive formats such as anamorphic 3D billboards.

“Through this medium, we expanded upon our initial launch film and key visuals, extending our message into a new dimension. While digital and social media remain integral components of our strategy, the inclusion of a 3D billboard in OOH advertising provides prominent visibility and drives conversations. This approach not only effectively communicated our campaign’s essence but also offered consumers a fresh perspective, drawing them closer to the heart of our message with a deeper brand connection,” he explained.

On elevating STB’s tourism message, what’s next for their creative partnership

For Mondzi, the narrative unveiled in these outdoor billboards provides a flavour of the extraordinary experiences that Singapore welcomes visitors with, adding that everything people know about the Gardens, Performance Art and Window Shopping takes a surprising turn and is presented in an immersive way in this campaign.

“The anamorphic 3D technology provided that larger-than-life scale and magic, showcasing Singapore’s unique twist through the awe-inspiring Supertrees, the flair and artistry of a hawker cooking up a storm and plating chilli crab, and the celebration of Singapore’s Peranakan culture embodied by a skilled artisan meticulously crafting a traditional slipper within a charming shophouse setting,” he said.

3D Billboard of STB at the famous Piccadily in London, United Kingdom

When asked about what’s next for their work with STB, he notes that there will be more specific marketing campaigns throughout the years to tell the Singaporean story. One example of yet another campaign they recently launched with STB is the ‘World’s Best Mice City’, which features Singapore as a destination where business events can create and leave a positive and lasting impact. 

Launched in March 2024, the campaign showcases how Singapore enables meetings, incentives, conferences, and exhibitions (MICE) event organisers and delegates to positively impact the industry, society, and environment, by turning possibilities into reality.

“‘Made in Singapore’ is our campaign platform, envisaged to be further brought to life through global marketing campaigns, that will be rolled out in the coming years to sharpen the way we tell the Singapore story, with ‘Made in Singapore’ at the heart of everything,” he concluded.