From inspiration to execution: this is a look into my creative process.
Task: to rebrand the Changi Rewards Programme
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
We made it to the finals of the competition and ultimately placed 3rd out of 63 groups!
Task: to write copy for a fictitious KFC product, the KFC Chewing Gum.
Change of slogan from "Finger Lickin' Good" to "Flavour Lingering Good" to promote USP.
Foregrounding of "chew" to highlight desired action of the target audience.
Task: to craft a campaign for ACRES against animal cruelty
Concept: combining animal-related idioms with words related to cruelty
Aim: to subvert the audience's expectations, showcasing the negative effects of animal cruelty
Task: to come up with a campaign to increase readership of The Economist
Concept: The Economist has a global presence and is internationally known
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