Food Safety Campaign With AVA

Prior to this idea, AVA favoured the use of illustrations in this annual campaign. I felt that the public was ready for something more mature and humorous, and pitched this to my team instead. I find the message clearer and more refreshing this way, a fun and engaging departure from the everyman comic strip that ministries and stat boards tend to use. Lucky for me, the client liked it too.

Advertorials For Sim Lim Square Shopping Directory

In a bid to rebuild consumer confidence in this iconic electronics mall, Sim Lim Square started the 'Star Retailers' programme to help shoppers identify the responsible retailers who provide reliable service with competitive prices. This series of advertorials published in the shopping directory help to showcase those who make the grade. So remember, look out for shops with the orange 'Star Retailer' logo when visiting Sim Lim Square. Having interviewed them, I can say that these shop managers and sales personnel are really great people who have been much maligned by the bad press caused by the irresponsible few.

Perhaps Newton Circus should consider a similar programme.

Good Ole Magazine Writing

A little taste of what I wrote for magazines. Although I have largely moved on to commercial copywriting, the experience and skills picked up from editorial work have been a big influence on what I do. Whenever I feel stuck in a rut, I like to pick up a magazine and plug myself into a vibrant world of exciting news and emerging trends. In the not-so-distant past, I have contributed a number of stories to fashion, parenting, health and travel magazines.

Writing Like a Man

Sometimes, writing is like acting. For this sexual health awareness project, I wrote a 32-page booklet to be distributed in clinics and "gentlemen" clubs for a male audience. The topic of erectile dysfunction was certainly a mighty sensitive one. I wanted to reassure the reader that the writer is on his side and that reading this would be a fun and macho experience. It would be like reading a lad's magazine. To get into character to do this, I channeled my inner man and wrote like a real dude, crotch scratching and all. It was a blast!

(In association with Write@Work Communications)

Electronic Direct Mailer for OUB Centre

Recipients of this EDM would have just received their OUB Centre privilege cards. The message was to get them to start enjoying the card's many privileges in the mall, just in time for the Great Singapore Sale!

Food Fantastic!

Was digging around my old stuff and found a copy of the menu I wrote for a friend's restaurant, Heyhey Hotpot at PoMo (formerly Paradiz Centre). The restaurant theme was authentic Hong Kong hotpot and the aim of this menu section was to highlight the in-house special - dim sum for the hotpot, a novel concept in Singapore just two years ago. Just dunk these babies into the soup for 10 seconds and pop into mouth for almost instant dim sum nirvana.

This menu (you see one page out of three here) helped new customers get to know the house favourites and order with ease and confidence. They were a hit from the get go!

Going Outdoors

A collection of outdoor media work.

How Do You Animate a Dryer?

Well, make it talk.
A series of three press advertisements lined up in a pretty row.

Check out this microsite http://www.citygas.com.sg/gasdryer/index.htm to see the copy in cyber mode.

Two-Page Advertorial in Her World Magazine

Some might feel that Liv Tyler's flawless face said it all, but hey, the whitening enthusiasts out there still want to know the science. These folks are serious about their whitening.

A Hot Slogan for Frozen Meat

Eat Well for Less, Choose Frozen Meat

Buying into my own propaganda, I tried frozen meat and found it tasted perfectly fresh. It's a great way to keep meat readily available at home. Just thaw and cook.

This campaign was done in a series of three visuals, aimed at ladies in their 20s to 50s.

Direct Mailer for Disney Naturally

Disney Naturally is a themed restaurant that serves up a healthy menu for kids. This DM was really fun to do compared to the more complicated but very adorable restaurant menu. Looking at it puts a smile on my face. :)

Poster for Prudential Cash Fund

Partnered with Winson & Terry Asia

I Still Like This One

A mock ad that I did for the Asus Eee PC some time ago. Much gratitude to Randy, a talented art director who captured that youthful and gung-ho spirit I was going for. The client didn't go for it then but I still love it now.