Ideation

Pitch It! 2019 – Changi Rewards x Ogilvy

Task: to rebrand the Changi Rewards Programme

1.

Concept: my team and I settled on the Big Idea of "A Life This Rewarding" to capitalise on people loving the everyday magic in life

2.

We made it to the finals of the competition and ultimately placed 3rd out of 63 groups!

3.

KFC Chewing Gum

Task: to write copy for a fictitious KFC product, the KFC Chewing Gum.

1.

Change of slogan from "Finger Lickin' Good" to "Flavour Lingering Good" to promote USP.

2.

Foregrounding of "chew" to highlight desired action of the target audience.

3.

ACRES: #SayingNo

Task: to craft a campaign for ACRES against animal cruelty

1.

Concept: combining animal-related idioms with words related to cruelty

2.

Aim: to subvert the audience's expectations, showcasing the negative effects of animal cruelty

3.

Around the World with The Economist

Task: to come up with a campaign to increase readership of The Economist

1.

Concept: The Economist has a global presence and is internationally known

2.

Aim: market The Economist as having the ability to provide a common topic for people from all walks of life, regardless of language and nationality 

3.

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