Red Bull Nighthunt

Digital Activation /UI & UX

Red Bull Nighthunt is a unique Formula 1 theme

photo contest race. Five weeks, five clues to discover
five Infiniti Red Bull racing pieces hidden
all over Singapore.
People can participate through Instagram and the
most creative and imaginative shots will get exclusive
Infiniti Red Bull racing experience.
The best of the best photo will receive an invitation
to the Red Bull Racing Formula 1 Paddock Club room to
meet their no 1 driver, Daniel Ricciardo.
Watch the promotional video by clicking the box

USER INTERFACE
We designed a fully responsive mobile interface
connected to Instagram to give an enjoyable
experience for contestants.

THE RESULTS
Red Bull Nighthunt was happening in the coolest spots
in town such as 1-Altitude rooftop bar and the event has
become one of the hottest event in 2015.
The campaign has raised brand awareness and sales
significantly among young executives.

Windows 10 & Intel Find Your New PC Love

South East Asia Regional Campaign

The Brief

The Data Insight

Working with an old and slow

PC can make you feel frustrated.
As a leading computer brand,
Microsoft (with Intel processor)
wants to encourage millenials to
ditch their old PC and embrace
the latest PC technology.

Millenials is a generation that

live and breath in social media.
We worked very closely with
Facebook team in Singapore
to analyze the behaviour of
millenials and find out that more
than 70% of the millenials share
their relationship related status
in their own Facebook wall.
We use this data insight to
create a campaign surround
relationship problem for
millenial generation in
South East Asia region.

The Idea
Working with an old PC is like having a bad relationship.
It brings up more problems than sweet memories.
Microsoft wants to encourage millenials to move on
and find Your New PC Love.
We started off this campaign by launching a series of
facebook carousel GIF animation and video.

Watch the video by clicking the screen

We then lead them to the mobile responsive

microsite where they can take a quiz to know more
about how bad their relationship is with their old PC.

We designed 5 simple
questions as a reality check
if their old PC are good enough

The result will suggest

them to see what kind of
PC they deserve

We highlighted the main

features of the latest
PC technology in a very
engaging parallax microsite

Consumer can pick 1 from

the 4 PCs categories
based on their needs
(speed, mobility, touch
and value)

We suggested 5 PCs models

for each category to compare
before they can make
a purchase

The Results
Your New PC Love campaign has gotten
a tremendous response from millenials.
The campaign has translated well in
across 5 different markets (Singapore,
Malaysia, Indonesia, Thailand and
the Philippines).
In social media, the campaign created
more than 1 million impressions. The
amount of people who visited the
Windows 10 and Intel website in the
campaign period has increased by 60%.
Your New PC Love campaign has gained
the attention from millenials and
stands out from the other computer and
electronic brand campaigns.

Singapore Post - Pen Match

When Traditional Art of Communication
Meets Digital Enhancement

Creative Brief
This creative brief is one of the
AWARD School brief, a worldwide
advertising academy runs by
DDB Singapore with Joji Jacob
as the head of the academy.
Our task is to help Singapore Post
encouraging more people in this digital era
to communicate with their own

handwriting.

Insights
Every handwritings strokes and pressures show
a significant personality of the person
who wrote them.
Graphology is the study of handwriting
that can reads and defines persons
genuine character.

Idea

Using Graphology as our scientific method,

we created an engaging online dating campaign
for people to experience.

Introducing

Combining a traditional essence of handwriting with technology enhancement

allows people to find partner that matches their true personality

How It Works

We launched a special card that compatibles with our

Pen Match dating apps. People can purchase the card
for $1 in any Singapore post offices and start using
the apps after register their identity.

3 Easy Steps to Use Pen Match

WRITE

ANALYSE

MATCH

WRITE short
introduction about
yourself and
submit the photo
to Pen Match
dating apps.

Our Graphology
team will
ANALYSE
your handwriting
and show your
true personality.

We will pick the

3 choices that
MATCH your
personality.
You can start to
chat afterwards.

Through a unique online dating experience,

Pen Match provides a better chance for people
to meet a partner with the right personality.
Most importantly, it brings more people to reinvent their
underutilise handwriting to spread loves & smiles
all over Singapore.

Je Suis Charlie Poster

Silver Medal for Charlie Hebdo Magazine
Poster Competition in France 2015

The Brief
The January 2015 terrorism attack in Charlie Hebdo
(French satirical weekly magazine) has left a grief for the
world of freedom of speech. We need to design a poster
with optimism message showing our support towards
Je Suis Charlie movement.

The Design
I illustrated this situation using the huge pencil as the
iceberg (symbolising worlds freedom of speech) and the
terrorists as the small boat. I wanted to tell the world
that our support to freedom of speech is ready to
flip off the boat of terrorism.

Malaysia Nature Society

Poster Craft

Client: Malaysian Nature Society //

Poster Craft

The Brief

All our actions have an impact on the environment.

Brief
Explanation
Some
of which we never fully see until its too late.
We
neverfor
impacted
by has
the things
we never
had to
Ourare
pursuit
progress
left grieving
onsee.
theWe
environment.
illustrate to the public that our pursuit for progress has left a
grieving impact on the environment. All our actions have an impact
on
the Outcome
environment. Some of which we never fully see until its too
The
late. Our task was to visualise the effects of our actions.

Using the fragility of a leaf, we illustrated how nature is

losing the ofbattle
against
our
progress.
Description
how you
arrived
at pursuit
the finalof
design:
We let
demonstrate
factories
eat up our
We
nature speak.how
Usingthe
thebuildings
fragility of and
a leaf,
we illustrated
greenery
thebattle
end,against
we asour
humans
actuallyWe
how
naturespace.
is losingInthe
pursuit are
for progress.
demonstrate
howwill
thesuffer
buildings
andthis
factories
the ones who
from
loss. eat up our greenery
space. In the end, we as humans are actually the ones who will
Because
we take,
less
get.
suffer
fromthe
thismore
loss. Because
thethe
more
we we
take,
the less we get.

The closer
closer look
been
cutcut
intointo
thethe
shape
of
The
lookofofthe
theleaf
leafthat
thathas
has
been
shape
factories
andand
buildings.
of
factories
buildings.
CREDITS:
AGENCY: DRAFTFCB MALAYSIA YEAR: 2011
CD: RAYMOND NG AD: YOKY PANDOWO, SOO YEW MENG CW: OH CHIN JIN

Bank of China - SG50

Print Advertisement

The Brief

Insight

Traditional Value with Modern Banking

is the ideology that Bank of China doing
for their business.

The most iconic symbol in the

Chinese culture is definitely its own
traditional character.

In conjunction with Singapore 50th anniversary

promotion, our job is to create an iconic print
advertisement that rich in traditional
Chinese culture yet appealing
to modern consumers.

By modernising the right

Chinese character,
we felt that it can be a powerful
tools of communication to
reach our consumers.

ent: Bank of China //

t Advertisement

We chose [h] that means rejoice. We modernise the old look by recreating the character using
Design
shapes
and colours.
of China with their ideology ofgeometrical
traditional value,
modern
ing approach
us to design an iconic print advertisement in
Process
The final part of the design process is infusing Chinese textures and Singapore icons into the
nction with Singapore 50th Anniversary Celebration.

ign Process

design process starts

selecting
a
right
ional chinese character.
chose [h] which
ns to celebrate or rejoice.
modernize the look by
ates the character using
metrical shapes and colours.

final part of the design

y infusing Chinese and
pore icons into the design
ve distinctive looks. We
merlion, singapore flyer,
se flower pattern, cloud
rn and both of Singapore
Anniversary logo (SG50)
Bank of China branding.

character to give enchanting and vibrant looks.

Close The Tap

Concept Idea for Young Glory
Advertising Award 2015

THE FACTS
If you leave the tap running, it wastes
6 litres per minute.
Thats almost enough water for a
child in Africa for drinking and eating,
washing and basic sanitation for a day.
All in just 2 minutes of
your tooth brushing.

THE Brief
Get people across the world to close
the tap as their habit when they are
brushing their teeth.

INSIGHT
If we are going to establish a good habit to
a human being, its important to start early.

Close The Tap Video

Childhood is the stage where most of

our habit developed.
By teaching children how to save water now,
we are preparing a whole new generation
to preserve water in the future.

Watch the case study video by clicking the box

Shine The Light Against Bullying

Concept Installation Idea for CABCY Singapore
(Coalition Against Bullying for Children and Youth)

THE FACTS
Singapore is the 2nd highest rate
country in the world with verbal
bullying among teenagers.
Teenagers do not know that using
words like idiot, fat, loser and ugly
will cause depression or suicide act
for the victim.

THE BRIEF
CABCY Singapore
(Coalition Against Bullying for
Children and Youth) wants to
raise awareness for teenagers
in school by showing them how
bullying affect the victim more
than what they can imagine.

We create installations in some of Singapore high school

that display words such as Idiot, Loser and Ugly.
We raise the curiosity of the passer-by students to stop,
read and turn on the light.

We let these students to experience the shocking result

and get the message that verbal bullying is
a serious matter in Singapore.
We must stop verbal bullying by shining the light
against it and start spreading the message.