Andy Greenaway
The launch spot for SingaporeLife. The insight was very simple. You don't get Life Insurance for yourself. You get it for other people. The ones you love. The ones that can't survive if you leave the world unprepared. And the most vulnerable of those you love? Your newborn and your children.
This is an old ad. But it's beautiful and still stands the test of time. The AirForce is still using the tagline, ABOVE ALL.
I created the platform, GOT TO BE GUINNESS. Out of that campaign idea, a slew of brilliant ads emerged. We created this one way back in 1998. So it's relatively old. But that's okay. It was based on an idea from the Fifties. The ad was recognised with an award from the ever so hard to please D&AD.
I wrote this script based on the campaign idea, ENJOY WINNING. It was a big production. Over S$1,000,000. But the investment paid off. It had the best brand scores ever for Tiger Beer. And sales shot upwards.
A bit naughty. But hey, sometimes you have to take risks. The campaign (the print version) was adopted by the UK. The film series went on to win a Gold at Cannes.
Every year, Subway have their 'Buy One Get One' promotion. We had convinced them to try Facebook. The video was shot for under 10K. But despite the 'on a shoestring budget' the film was intriguing. Engagement went through the roof and Subway had their best BOGO day ever. Up 21% over the previous year.
Helvetica Light is an easy to read font, with tall and narrow letters, that works well on almost every site.
This campaign for Subway was promoting the Beef Pastrami Sandwich made from 100% Australian Beef. "What if we got Singaporeans to speak Ozzie?" we asked ourselves. "Could be quite funny," said the client. So that's what we did. The result? High engagement and high sales.
This was the second execution in the Beef Pastrami campaign. The budget for each ad was under 20K. Which doesn't buy you an awful lot. As such, I got involved with the Film Direction. A wise head working in cahoots with a young one.
Guinness decided to sponsor the Worldwide Pool Championships. So we decided to explore the origins of the game which led to some pretty charming spots. The acting is impeccable. That's because they're all famous soap actors from South Africa.
In Singapore, the campaign was running incessantly during the football. Overkill, I thought. But the client told me a few months later that the sales of the Black Stuff had grown by 18% in a declining market. Saliency is king.
The goat. My favourite....
Borneo Motors were struggling. They had never ventured into the digital realm. We persuaded them to create a Facebook campaign. The budget was small. Around 24K. But the engagement was huge. And the clickthrough rate was way, way above average. 2.9%. Over 16,000 people clicked onto the "I want a test drive" button.