The strategy proposition for this main travel campaign for 2025 was to discover the benefits of pushing travel boundaries with Singapore Airlines.
We know that stepping out of your comfort zone is hard.
But we wanted to showcase what if comfort wasn’t something to leave behind?
At Singapore Airlines, comfort is in everything we do. So you can go further, explore deeper, and see just how far your comfort zone can go.
With our storytelling and visual approach, we further demonstrated our strategy and the concept of expanding comfort zones across all digital content formats.
Showcase of several artists through different senses
When you see great art, it’s a visceral experience.
It doesn’t just set your heart racing,
it activates all of your being.
Visual art doesn’t only make you see the world differently,
it infiltrates your conversations
and sparks you to act.
Because when art takes over
It takes over completely.
For this year’s 13th edition of Singapore Art Week, we dialed up on the senses when art moves and takes over us. It’s the biggest celebration of Visual Arts in Southeast Asia as we transform Singapore into a vibrant canvas of creativity.
Organised by the National Arts Council (NAC) and supported by the Singapore Tourism Board (STB), Art Takes Over with more than 130 exciting arts events across the island for people from all walks of life to engage with and enjoy the arts, together.
Each icon was individually single-handedly digitally illustrated, forming the foundation of a cohesive design system.
We strategically developed this system to ensure consistent visual branding across all digital and social platforms. By carefully managing and deploying this content, we created a unified and recognizable presence that effectively resonates Singapore Art Week 2025 identity throughout various digital channels.
The main aim of this campaign is to strengthen the recognition of the seriousness of Workplace Discrimination and increase the urgency to take a proactive stance towards it.
While most are aware of the various forms of discriminations, outdated mindsets still persist in workplaces. The campaign aims to encourage individuals to recognise that there is no place for such outdated attitudes.
To effectively communicate this message, we adopted the “Updating” mnemonic, which serves as a central theme for the campaign across digital and social platforms. Emphasising the need to update mindsets and promote a more inclusive workplace culture.
Update Your Mindset 60s
Update Your Mindset – Sex Discrimination 15s
Update Your Mindset – Pregnancy Discrimination 15s
Update Your Mindset – Age Discrimination 15s
Update Your Mindset – Race Discrimination 15s
Conceptualised campaign idea and development up to production briefing.
Care has been misunderstood, mistaken, and underestimated. It is seen as a weakness in a world that seems so uncaring, but it couldn’t be further from the truth. Because the truth is, care is powerful. It holds the secret to turn despair into hope and light up the darkest corners of our fates. Care can power the positivity needed to change your path and it can lead the lost back to recovery. And when you care to go beyond, you wield the might to change your life and the lives of the many around you. That’s the Power of Care.
The main objectives of this campaign was to encourage recruitment of healthcare professionals across the various sectors from Nursing, Allied Health and Community Care.
To further drive the recruitment message to GenZs, we flipped the rules of survival games. We launched the Power of Care gameplay in Fortnite where the greatest power isn’t to kill, but to heal.
Power of Care Fortnite Gameplay Edition
Power of Care Fortnite Gameplay Preview
Markies Awards 2024 Most Creative – Government Sector / Non-Profit Marketing, Gold Most Creative – Integrated Media, Gold Most Creative – Gamification Campaign – Finalist Most Effective Use – Government Sector / Non-Profit Marketing, Finalist Most Effective Use – Integrated Media, Finalist
Spikes Asia 2024 Shortlist in Media Category
Creative Circle Awards 2023 Best Use of Metaverse, Gold Digital & Mobile categories, 1 Silver and 1 Bronze
AdFest 2024 Media – Use of Digital Platforms, Finalist Entertainment – Digital, Social & Emerging Technology, Finalist
We created a brand film that transcends the expectations of hospitality. This film touches on luxurious gestures of hospitality with an Alila twist, using multi-sensorial, transcendent moments and techniques using ASMR to create an immersive sensation that best encapsulates the Alila experience.
Filmed across multiple locations throughout Asia, this campaign has achieved 78 million owned and paid impressions across social and digital platforms, ensuring the message remains both flexible and uniquely resonant for Alila.
Breast cancer is relentless in its warpath, and it does not just afflict us humans – dogs can fall victim to it too. The campaign introduces a series of belly rub movements that share similarities with a human breast cancer self-check.
In light of breast cancer awareness month, we collaborated with online pet store Perromart and its veterinary arm Perrovets to introduce the Belly Rub Cancer Check-up, a series of movements that can help detect breast cancer in dogs. Through gestures and motions that our furry friends are more than happy to receive, the Belly Rub Cancer Check-up can help pet owners locate mammary tumours so that they may receive proper treatment at an early stage.
The Belly Rub Cancer Check-up consists of three movements that share similarities with a human breast cancer check-up. But when gently applied to dogs, they can resemble the affectionate motions of a belly rub that dogs cannot resist. It encompasses The Good GirlStroke, a firm up-and-down motion; The Attagirl Rub, a two-handed circular rub; and The Best Bud Massage, an outward stroke from belly to chest. Together, they form a check-up that is easy and effective, and better yet, your dog will love it too.
To educate dog owners on the Belly Rub Cancer Check-up, the campaign adopted a multimedia approach with the hashtag #BellyRubCancerCheckUp using various formats. Information was shared on videos and banners that resided on Perrovets’ website: https://www.perrovets.com/services, printed posters, as well as social media assets that encouraged pet owners to share their experiences of undertaking the Belly Rub Cancer Check-up with their fur kids. We also worked with several pet cafes and dog parks to take the message further and reach out to the dog owner community.
The logistics business has long been perceived as a functional part of global economy. But it is so much more. To show that, we can explore the intangible side of things, because it is more than just products we move.
It is the hopes, dreams, blood, sweat and tears, and pride of a people.
Through this emotional spot, we raise Fedex up as a stalwart of local pride.
Delivering your passion to the world – 45s
Delivering your passion to the world – 30s
The film, which was shot in Thailand, features 3 stories of different business owners delivering their passion to the world through FedEx. The set built from scratch was a dream, which reflected the businesses in China, Korea and to India.
Shot by award-winning Director Samuel Bennetts, he focused on the emotions of small business owners in unique parts of the world and their connection with FedEx, it was key to get a sense of their cultural pride, determination, unique perspective, and that FedEx was a partner in the process: helping to get their products safely and securely out to the world.
Fashion can be genderless. You can be brave enough to express yourself. You can dress to your own tune. ASTRO shows that, with Atome, you can #OwnYourExpression.
Filmed in Korea and produced by Mashup, the launch video showcases the six charismatic members of ASTRO as they get ready to film a faux commercial. With the power of Atome, they seize full control of their desired looks as their clothes transforms into liberating, empowering outfits. Through these transformations, Atome and ASTRO debunk doubts and shatter expectations prevalent in the fashion and beauty industry.
Own Your Expression – 30s
It’s not about what they should be. But what they can be.
Own Your Expression – Key Visual
Through these aspirational initiatives, Atome hopes to shake up the status quo of rigid rules and dictated trends commonly perceived in the fashion and beauty industry. It is time to change the norms.
Portfolio Night has always been a great platform to connect students to the creative juggernauts of the industry. It is a platform for aspiring copywriters and art directors to learn from the best in the industry and also an opportunity to showcase their portfolios.
And this initiation ritual is something that even the famous Creative Directors today will be familiar with. After all, they were once the very aspiring students showcasing their own first portfolios.
This Portfolio Night, BBDO Singapore partnered with The One Club for Creativity and various Creative Directors to create NFTs of their first portfolios as entry tokens for students from LASALLE College of the Arts, Nanyang Academy of Fine Arts, Nanyang Polytechnic, Raffles Design Institute and Temasek Polytechnic to meet their creative heroes.
12 limited edition NFTs were created and minted. Each NFT features the first portfolio of a Creative Director that would allow the student receiving it to have a face-to-face session with the very owner of that portfolio on June 8th, 8.00 – 9.30pm SGT.
The First Portfolio Collection gave these Creative Directors a new medium for their first ideas to live on and the students a chance to own a piece of history that shaped the future of these Creative Directors. And it will perhaps inspire them to forge a future of their own with their own first ideas.
These inspiring First Portfolios are also available for public viewing on: https://objkt.com/profile/tz2EMskD8tYMk7qqo3CZ89yGasAVYxSAiBYb/collections. Objkt.com is an NFT marketplace on Tezos. TZ APAC, the leading Asia-based blockchain adoption entity supporting the Tezos ecosystem, is one of the sponsors.
In a cluttered world full of buzzwords, brands, and technical jargon, how do you convey the beauty and performance of a true high-performance sports car?
For Audi Singapore, the answer lies in creating authentic and hyperlocal video content.
To showcase the suite of features of the RS 3 Sedan and Sportback, the automotive brand tasked BBDO Singapore to conceptualise and execute a three-part promotional digital series for multi-channel distribution.
Each episode introduced a distinctive chapter of the RS 3 legacy while featuring a guest host.
To view all episodes, visit Audi Singapore’s Facebook and YouTube channels.
Episode 1 – Audi RS 3 SedanIntroducing the first of the RS 3 series
Episode 2 – Audi RS 3 SportbackWatch the Audi RS 3 come alive
Episode 3 – Audi RS 3 Sedan and SportbackThe legacy of Audi RS 3 lives on
Behind-the-scenes process of shooting the high-action Audi RS 3 Sedan and Sportback.
