In honor of International Day of Mine Awareness and Assistance in Mine Action on 4 April, Grey for Good, the philanthropic arm of Grey Group Singapore, teamed up with Danish not-for-profit DanChurchAid (DCA) to launch “Clear The Pitch”. The #ClearThePitch campaign drives support for creating safer communities, free of dangerous remnants of war such as land mines, unexploded ammunition and cluster bombs, in post-conflict zones all around the world. To change this, the integrated #ClearThePitch campaign builds an emotional link to one of the world’s biggest sports: soccer. It’s a universal sport and is played on streets, fields, playgrounds, parking lots and many more places. Due to remnants of war such as land mines, cluster bombs and unexploded ammunition, in many parts of the world, playing soccer on fields can be extremely dangerous… especially for children.
This is the social media campaign from Altas Gastrobar, a cocktail bar I opened in December 2019 in Brasilia.
In Portuguese, the name Altas have different meanings, like the translation for the word high when it means height or greater. However the meaning for the bar comes from a child game we used to play in Brasilia, so anytime a kid want to have a time out or a break from any game, they will do the V sign with the hand and say the word Altas. This expression fit perfectly from the entire concept of the bar: a small speakeasy on the last floor of a commercial building with the intent to serve the best cocktails and finger food in the city for those who needs a break from their busy routine. Another important factor was the political situation of Brazil, and for being the capital, Brasilia was completely divided and polarised by 2 groups: the left wing and the right wing. In my opinion, we all need a break from the left and from the right wing, at least while enjoying a cocktail, and that’s when I decided to give life to Altas.
All the work here is done by me, from the branding, naming illustrations and also the animations, I hope you enjoy..
This Film was used to introduce Google Chrome in Thailand. To make an impact, we chose as a theme a real problem that happen in Thailand's biggest city: there are over 100,000 street dogs on the streets of Bangkok. The story is about SCAD, an NGO that uses Google tools and internet to make a difference.
Vodafone was giving away tickets for customers to travel to Europe to watch Champions League matches. So we created this commercial showing many lucky winners celebrating their winning at the exactly moment they received the news in various situation. The lucky customers use the same choreography famous footballers do after scoring a goal.
To celebrate 20 years of Vodafone in Egypt, we want to prove that Vodafone couldn’t have done it alone. The brand was build and transformed together with their costumers, proving that the power of we is stronger than the power of me.
In 2014 we launched a new global hub running GSK brands out of Singapore. The team was staffed multi-nationally: from 12 nations, with experience in 49 markets, servicing 106 countries. We needed a tool to brand this unique setup and communicate our global perspective to clients and other offices.
A display font full of meaning: it's based on abstracting the geometric shapes and colors found in national flags. Each country we come from or work for is represented - that makes 106 letters we can combine. Which is the actual point of this idea: only when the letters/countries work together, do they create meaning.
The typeface is used for branding the new office space, team building tools, office collateral, mission statement posters, presentation material, party invitations - at all times casually conveying our unique perpective.
Horlicks in 2015 launched its first-ever mobile adventure game—the ultimate gamification of its product’s benefits, cloaked in a story turning kids into heroes. It first launched in Pakistan, introducing the story and encouraging consumers to download the game through its multi-channel communications. The campaign garnered a total reach of 23 million, and over a million were engaged through the game and the on-ground activation.
For more information click here.
Invited by Absolut Vodka, Swedish House Mafia DJs co-created a surreal music video to launch a new drink: Absolut Greyhound.
We had to bring this surreal piece to the real world, and that's how we did it.
Using a little of money, a bit of water and a lot of culture to engage opinion consumers.
SITUATION
Early 2014: Singapore was talking about the worst dry spell in decades and harmful haze caused by over 1,000 forest fires in neighbouring countries. We needed to join the conversation with Eye Mo - promoting its anti-irritant and moisturising qualities on a minimal budget of $7,500.
CONCEPT
We packaged a branded stunt as street art perfomance and invited opinion leaders to an event that used the "clean"Asian art form of water calligraphy (perfect for Singapore where graffiti, stickers, littering with flyers are crimes). A local artist, Alex Liew, drew eyes on the pavement. Only as they dried off, the branded message was delivered via speakers - captivating, litter free, and great for media coverage.
The social audiobook platform for the visually impaired.
To promote The Titanic Exibition at the Denver Museum of Nature and Science we created an outdoor campaign with the intent to generate buzz around the city. Life vests were placed on various urban sculptures around Denver to raise awareness about the exibition. A poster was also created with a powerful story explaining that the iceberg was just the tip of the Titanic problems.
The start of this Journey
In 2014, Horlicks Malaysia was launching new web and social media presences. We wanted to use this to change the conversation the brand was having with mothers – functional messaging alone had not been enough to help Horlicks stand out in Malaysia’s strongly contested child nutrition category.
The route we chose
Instead of an only product centric approach that would not make a difference, we added a purpose driven project and deployed a content strategy all about proving to mothers how Horlicks was making a real difference in Malaysia.
The steps we took
As part of the global Horlicks School Journey Initiative we started the Kampung Cheweh Project in Malaysia, giving 32 kids access to an education. Content about the project populated the new site and drove the social media conversation – reaching mothers like never before, engaging them around brand purpose, making Horlicks stand out.
This TVC was the first time GSK decided to use the same global campaign for both Eno and Tums. Even though they are the same product, they always had different campaigns and brand guidelines, due to Eno heritage in markets like Brazil, India and Thailand. The campaign tagline was the same, but we had create a new concept for the Thai audience and this is the final result.
Porsche USA sponsored a series of independent movies through the IFC channel. To promote this event, Carmichael Lynch embraced the independent film spirit by allowing anyone from the agency to create 30 second films around Porsche to be aired on commercial breaks. There was only one rule: We had to do ourselves, from start to finish without funding or any outisde help.
This was a global campaign created to promote some of the innovative technologies Toyota was working on under the mantra: Minimize the bad, Maximize the good, Humanize mobility.
A Shaolin Monk literally moved to form a chinese character that means Move.
Panadol puts a focus on people and their lives, understanding that pain is an unwanted, inhibitive interruption keeping people from their relationships. It's not about harsh pain-killing, its about safely and effectively getting pain out of the way. A powerful positioning in a category that all too often is about scientific ingredients and aggressive performance.
We developed the idea of a seamless, dynamic, real-life journey around an astonishing capsule shaped planet. Uplifting, positive, impactful and memorable. Allowing Panadol to own the capsule shape: turning it from a non-utilized category code into a powerful branded icon.
"For people who travel by air these days, getting there is almost none of the fun. That’s why commercials that depict airline flights as luxurious or fun or even merely not unpleasant will strike viewers as delusional. This spot for ExpressJet Airlines (via Dentsu America, New York) takes a more plausible approach and makes the most of it ... Potential customers will appreciate that ExpressJet at least intends to be respectful of their time, instead of ludicrously pretending that their hours aloft (let alone at the airport or on board a plane as it’s eleventh in line for takeoff) are a font of joy. It’s an especially savvy approach for ExpressJet, a regional carrier offering nonstop flights on routes that more often entail connecting flights. At the same time, there’s a refreshing humility to the spot, and few industries have more cause to be humble right now." Mark Dolliver ADWEEK, June 4TH, 2008
A user generated website was created to engage consumers and let them share their favorite experiences in the cities that ExpressJet flies. Lots of tips was added so people could have more options to enjoy their free time.
A print campaign was developed to create awarness and to promote the website
