Tag: TBWA\Singapore

Singapore – FairPrice Group and Homeground United have recently teamed  up to elevate the tradition of gift-giving with a touch of festive magic, and turning heads with an interactive OOH, allowing passersby to tear off a layer of their ad for a scent-sational surprise.

Inspired by Singapore’s diverse festive flavours, FairPrice and Homeground United have created a range of exclusive gift wrappers that not only look beautiful but are multi-sensorial. These gift wrappers are different than your average paper – they smell good enough to eat.

Each of these special gift wrappers are infused with its own captivating scents respective of its design – from Cherry Pie, to Christmas Salad, Raspberry Chocolate and more! Whether your celebrations are held traditionally with a homely feast, a lunchtime gathering, or a pot luck dinner party, you’ll find a gift wrapper To Your Taste. 

This interactive activation from the larger FairPrice campaign ‘Christmas to Your Taste’, conceptualised by TBWA\Singapore as part of Homeground United, was designed to celebrate the Christmas season a little better for all of Singapore; in case Turkey and Ham is not their jam. 

On 16 November 2024 outside FairPrice Finest at Clarke Quay, hundreds of people lined up at the tear-able billboards to get their hands on the limited-edition wrappers, and even tasted the foods from FairPrice that inspired them for real at the event. 

FairPrice will be launching a second drop of different wrappers at FairPrice Xtra in VivoCity on Saturday, 7 December 2024, and in select FairPrice stores as well as online.

Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, said, “Our recently announced brand ethos, ‘every day, made a little better’, signals our commitment to finding fresh new ways to engage and delight our customers and community. This festive season, our focus is on bringing consumers a wide, innovative range of offerings that  enables all in Singapore to celebrate Christmas to their tastes, and hopefully, start some new traditions together.”

Meanwhile, Loo Yong Ping, executive creative director at TBWA\Singapore, commented, “We wanted a novel way for FairPrice to be part of Singaporean’s Christmas celebrations and we’re happy that our brave clients had the same appetite to do something different to break through the clutter.”

Lastly, Joyce Chen, CEO at Omnicom Production Singapore, stated, “This innovative approach to traditional Christmas dishes was born from the trust and close partnership cultivated between FairPrice Group and Homeground United. We’re excited to have had the opportunity to bring this concept to life with the support of the brand.”

Singapore – TBWA\Singapore has partnered with Samaritans of Singapore Limited (SOS), a secular, non-profit suicide prevention centre that adopts a holistic approach to suicide-related topics , to help address the complex issue of suicide and to encourage a shift among citizens from a culture of silence and stigma to one of openness, understanding, and support.

The campaign is launched following World Suicide Prevention Day on September 10, and from 2024 to 2026 the theme is ‘Changing the Narrative on Suicide’ with the call to action ‘Start the Conversation’. This theme aims to raise awareness about the importance of reducing stigma and encouraging open conversations to prevent suicides.

On World Suicide Prevention Day, TBWA\Singapore and SOS launched ‘The Living Note’, an awareness campaign encouraging open conversations through a suicide attempter with an important message to share – seek help if you experience suicidal thoughts.

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real ‘leaving note’ and how to turn it into a ‘living note’. First of its kind, the campaign taps into the struggles of people who have battled with suicidal thoughts to deliver the message that life is worth living.

The film is an emotional watch, capturing Jason’s pain in the leaving note he once wrote, showing the depth of his emotions that remain raw to this day. However, he transforms his story of despair into one of hope by writing a new note listing his reasons for staying. The film is an authentic and powerful reminder that you are not alone and that there are those ready to listen and help you turn the page on dark moments.

Asheen Naidu, ECD for TBWA\Singapore, comments “This was a really emotional project for the whole team, and our thanks go to Jason for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes.”

This is not a one-day only campaign, with the content running until end of the year. First launching on digital and social, this campaign is also expected to run on OOH media insertions.

Singapore – TBWA\Singapore, today announces several key promotions within its leadership team, reflecting the agency’s impressive growth and success. They include Chew Fung Wee to general manager, Loo Yong Ping as executive creative director, and Eleni Sardi as head of brand management.

Working closely with the agency leadership team led by Mandy Wong, president of TBWA\Singapore, Fung has played a pivotal role in the agency’s recent achievements. In her new role, Fung will oversee the onboarding of major new business wins and build new business streams to accelerate growth for the agency alongside Mandy Wong. In addition, Fung will oversee the BBDO operations in Singapore, which is part of the TBWA\Group in Singapore.

Meanwhile, Yong has been instrumental in defining what great work looks like across all his clients, and he continues to be the creative lead on the Singapore Airlines account, delivering great creativity across all touchpoints.

Lastly, with a proven track record in managing high-profile accounts such as Singapore Airlines and National Museum of Singapore, Eleni is responsible for further elevating client management and business growth for our clients.

These strategic promotions underscore the agency’s commitment to investing in its talent and strengthening its leadership team to drive further new business growth and innovation.

Mandy Wong, president of TBWA\Group Singapore comments, “We have come a long way in the last two years, and to get to where we are today takes resilience, commitment, talent and passion. And the promotions of Fung, Ping and Eleni are evidence that they each possess these qualities, and more.”

She added, “I’m proud of how each of them has excelled in their respective roles and are so very deserving of these new positions. Along with the wider leadership team, I am proud of what we have achieved together but above all I’m proud of the impact they’ve had on the culture of our agency.”

This announcement comes off the back of recent promotions of Abhinit Agarwal to executive strategy director, and Germaine Chen and Lauren Lim to creative directors. All three have proven themselves as strategic and creative leaders respectively, and their promotions reflect TBWA’s commitment to developing and rewarding great talent. 

Singapore – FairPrice has launched a new campaign in time for the Chinese New Year celebration, which brings to life the story of the ‘Dragon in the Great Race’ to portray FairPrice’s role in Singapore’s Chinese New Year celebrations.

FairPrice and creative agency Homeground United bring back to life the story of the Great Race from ancient Chinese mythology. They represent the generosity, sharing, and inclusivity of the Dragon spirit in their campaign, displaying a touching parallel.

The campaign film tells the story of the Dragon in the Great Race in an attempt to commemorate those who contribute to the feasts and reunions, the movie aims to capture the helping essence of the dragon. It invites viewers to welcome in the New Year by embracing and spreading the Dragon spirit.

The Great Race, a story from Chinese mythology, tells of twelve animals racing to meet the Jade Emperor and claim their places in the Chinese calendar. These twelve animals eventually became the twelve zodiac signs that are used today. Though the Dragon was meant to take first place, the real victory was demonstrated by deeds of kindness and giving, which brought the Dragon to fifth place.

Speaking about the campaign, Loo Yong Ping, deputy executive creative director, TBWA\Singapore, stated, “FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice.” 

Meanwhile, Joyce Chen, managing director, eg+, expressed, “We are proud of the close partnership between FairPrice and Homeground United which fuelled this 360 campaign. From cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice’s brand ethos. The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that’s both relevant and impactful for audiences this Chinese New Year.” 

Furthermore, Alison Ee, director and head of customer and marketing (retail business), FairPrice Group, said, “As Singapore’s leading homegrown retailer, FairPrice stays committed to our social purpose in easing consumers’ cost of living and serving the community. The Dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give every one more reasons to celebrate this Chinese New Year.” 

Singapore – Mandai Wildlife Group has just recently announced its appointment of TBWA\Singapore as its new creative agency of record for their next phase of transformation, following the end of Mandai’s seven-year partnership with The Secret Little Agency. 

With TBWA\Singapore acquiring Mandai’s business portfolio, the agency’s responsibilities now extend across all facets of building a destination brand experience which will span the group’s multiple award-winning flagship zoological parks and other offerings in its pipeline.

Talking about this new partnership, Belina Lee, deputy CEO, transformation & growth, Mandai Wildlife Group, said, “TBWA\Singapore’s marketing expertise and passion are compelling and inspirational, and the team demonstrated strong strategic acumen.”

“Our ambition is to anchor our masterbrand, Mandai as a global biodiversity brand, and grow recognition and affinity for the Mandai Wildlife Reserve at home and around the world. We aim to be a meaningful and much desired destination for local residents and global travellers seeking diverse experiences ranging from unique wildlife encounters, immersive dining experiences to inspiring digital engagement and much more,” she added. 

Meanwhile, Mandy Wong, president of TBWA\Singapore, commented, “This is a significant win for the agency and one I’m incredibly proud of. Our ambition as The Disruption Company is to build the world’s strongest brands, and to be given this opportunity to take Mandai to the next level is truly an honour.” 

“With Mandai as a biodiversity brand, it is a treasure trove of endless wonder, and an inspiring canvas for meaningful creativity. I congratulate the entire team who were nothing short of impressive with their synergy and big platform thinking,” she ended.

Singapore – TBWA Asia has appointed Peter Khoury, the current chief creative officer of TBWA, to the position of regional chief creative officer as well as the chief creative officer for TBWA Singapore, effective January 1st. Khoury will work from TBWA’s Singapore offices. 

As chief creative officer of TBWA\Singapore, Khoury works closely with president of TBWA\Singapore, Mandy Wong, as well as deputy executive creative director Loo Yong Ping and executive creative director Asheen Naidu. Together, they are in charge of the agency’s clientele, which consists of companies like Hilton, National Arts Council, Singapore Airlines, and NCS, among others. 

In addition to his position at TBWA\Singapore as chief creative officer, Khoury will take on additional duties in his role as regional chief creative officer. He will work closely with the regional creative leadership team in this expanded role, which consists of Veradis Vinyaratn (Mike), chairman of TBWA\Thailand, Melvin Mangada, chief creative officer at TBWA\SMP Philippines, Takahiro Hosoda, chief creative officer at TBWA\Hakuhodo, Ronnie Wu, chief creative officer at TBWA\China, and Takahiro Hosoda. 

Khoury took over as creative lead, global, after moving from TBWA\NEBOKO in the Netherlands, where he worked on the adidas account. Prior to this change, he spent eight years as the chief creative officer at TBWA\Hunt Lascaris, where he made a major contribution to the agency’s numerous years of straight individual agency accolades.

Speaking about the appointment, Sean Donovan, president, TBWA\Asia, said, “As we gear up for a new year and a new level of Disruption and growth, Peter joining us reinforces our continuous commitment to re-invent how we create ongoing value and deliver sustainable creative solutions for our clients. A dynamic world requires a dynamic approach.” 

He added, “Perhaps I’m biased, having worked with Peter in South Africa for many years, but I can attest to his outstanding creative capabilities and the vital role he played in the growth and creative success of TBWA\Hunt Lascaris. His impact has already been felt, and I’m excited to see more of this in the coming months.” 

Meanwhile, Mandy Wong, president of TBWA\Singapore, said, “We entered 2023 with ambitious targets, and closed off having exceeded our plan. As we set our sights on 2024, I’m delighted to welcome Peter to the agency, and the region.”

Singapore – SG Enable has launched ‘UnAwkward’, an 80-second film which is aimed at raising awareness of social barriers for persons with disabilities in Singapore. 

The film is part of SG Enable’s i’mable (“I’m able”) public education initiative, which celebrates and encourages the recognition of different abilities. The film’s intent is to reduce the stigma around persons with disabilities and embrace everyone as neighbours, co-workers, and friends. 

Created in collaboration with production agencies SixToes TV and Abundant Productions, the film provides a glimpse into interpersonal experiences faced by persons with disabilities in society, which often end in unnecessary awkwardness. 

The film’s sombre beginning quickly takes a surprising light-hearted and humorous turn, with everyday life scenarios depicting the awkwardness transpiring between people when they first meet persons with disabilities.

The film captures the uncomfortable ‘where to look’ awkwardness many face when not knowing how to approach persons with disabilities. Each situation portrays an unexpected icebreaker, illustrating how easily awkward situations can quickly become ‘unawkward’. And ending this awkwardness is key to improving inclusivity in the workplace, in schools and within our communities. 

A sneak preview of the film was screened at SG Enable’s 10th Anniversary Dinner in May this year, receiving a very positive reception from the 600 guests present across different sectors. 

“Using the power of humour and role reversal, the ambition of the film is to encourage Singaporeans (who are perhaps unsure) to reach out to persons with disabilities,” said Asheen Naidu, executive creative director of TBWA\Singapore. 

“This campaign is one of our many steps for advocating change in individual and societal attitudes towards persons with disabilities. We deliberately used humour to break down invisible barriers, shift perceptions and normalise differences, reminding everyone that shared laughter unites and bonds us all,” said Chia Ai Ling, director of communications & community engagement of SG Enable.

The film was released at the Instagram account of SG Enable’s ‘i’mable’.

Singapore – IKEA in Singapore is celebrating its 45th anniversary and to mark such a milestone, it has developed a special edition of one of its staple merchandise – the IKEA pencil. 

In a very literal way, the furniture brand extends its branded pencils into a longer size to represent the many years it’s been doing business in The Lion City. Add to this is a tongue-in-cheek social media creative that sees it creating a carousel to emphasise how long it has been created for the special anniversary. 

“In fact, a really really long one – so much so, that it needs to be posted as a carousel,” Said TBWA\Singapore, the brand’s partner for the campaign. 

The IKEA pencil is an iconic item found in its stores and is freely given to visitors. 

“As a nod of appreciation to the people who have supported the brand over the years, we thought it would be fun to create some nostalgia with the iconic IKEA pencil that we all know and love,” said Asheen Naidu, executive creative director at TBWA\Singapore. 

In order to obtain the special edition pencil, fans of the brand can visit IKEA stores across Singapore from 27 April – 1 May, and stand a chance to go home with the extra long collectible. During the campaign’s period, customers can also expect long-themed social activations and in-store executions.

Singapore – The Singapore Tourism Board (STB) has teamed up with creative agency TBWA\Singapore in conceptualising ‘Here is SG’: a sculpture that symbolises the newest representation of the Singapore’s Destination Brand – ‘Passion Made Possible’.

The sculpture is a joint effort by local talents from contemporary art and design collective PHUNK, urban greening specialists Greenology and design-to fabrication consultancy Superstructure.

It features the SG Mark and Singapore Tourism Board’s Passion Made Possible brand – which articulates the stories on Singapore, its endless possibilities, and the passions of Singaporeans. Coupled with the vision to encourage user-generated content by the public and inspire travellers to visit Singapore for their next holiday destination, the sculpture is also designed to be more than just a brand installation and a new photo taking opportunity.

“Opportunities were thoroughly examined, and strategic considerations were included in the creative proposal to enhance placemaking efforts and encourage exploration of tourism precincts, promote positive interactions, and serve as an anchor of identity and community bonds,” the agency said.

They added, “As a young nation with few natural resources, Singapore has always depended on the tenacity and resourcefulness of its citizens – this was the root of TBWA\Singapore’s innovative creative idea to use the deconstructed Trust Mark as a representative of people coming together from all walks of life, and forging a national identity amid diversity.”

The sculpture, which opened to the public on August 15, seeks to strategically shape the physical and social character of the area around arts and cultural activities, and bring diverse people together to celebrate, inspire and be inspired. 

Singapore – Global cryptocurrency exchange Bybit has launched a new special pillow, a first of its kind, in a bid to raise awareness to cryptocurrency traders to get quality sleep despite the ‘market never sleeps’.

The pillow launch is accompanied by the launch of a rap video, full with meme references related to cryptocurrency and trading of it.

The campaign, conceptualised by TBWA\Group Singapore, focuses on the fact that due to the decentralised nature of cryptocurrencies, the markets are not managed by any authority in any specific time zone – they remain open to traders all over the world, hence a large majority of these traders never sleep.

Data from The Sleep Judge states that traders are kept awake at night due to stresses about market crashes; learning more about investments; worrying about the disappearances of cryptocurrency and missing the next big thing. The data also noted that almost 70% of non-investors reported to enjoy good to excellent sleep quality versus around 63% of those who did invest in cryptocurrency. 

Speaking on campaign execution, Asheen Naidu, executive creative director at TBWA\Singapore, said, “We wanted to change these data points and create a solution to the problem of sleep deprivation among traders. Moon Pillow is the answer. Users can program their pillow to provide vibration alerts when their selected cryptocurrencies experience price swings larger than five percent.”

He added, “To become attractive to the audience, we delved deep into crypto cohort culture to find unique ways to drive excitement for the campaign – from different activation touchpoints, through to the distinct language and meme aesthetics commonly seen on online message boards. It is an exciting product which intends to provide traders with an excellent quality of sleep, and a sound mind that can help them take their investments to the moon.”