Canon wanted to market this entry-level SLR camera to photo enthusiasts who were thinking of upgrading from their point-and-shoot camera. Our task was to inspire them to make the leap with the EOS 66, by showing how this camera can help them to reach greater heights in creativity.
The first ad in this series challenges the viewer to rethink traditional landscape photography.
Headline: Landscape by EOS 66
Copy: Do all landscapes have to be of sky, water and earth? Break the rules. Free your mind. And let the camera take over. The brilliant EOS 66. The only camera in its class with selectable three-point autofocus. Created for the creative photographer.
Canon wanted to market this entry-level SLR camera to photo enthusiasts who were thinking of upgrading from their point-and-shoot camera. Our task was to inspire them to make the leap with the EOS 66, by showing how this camera can help them to reach greater heights in creativity.
The second ad in this series challenges the viewer to rethink what a portrait is.
Headline: Portrait by EOS 66
Copy: A portrait isn't just a picture of a face. It's a window to someone's soul. Question is, can you see it? The brilliant EOS 66. The only camera in its class with selectable three-point autofocus. Created for the creative photographer.
Canon wanted to market this entry-level SLR camera to photo enthusiasts who were thinking of upgrading from their point-and-shoot camera. Our task was to inspire them to make the leap with the EOS 66, by showing how this camera can help them to reach greater heights in creativity.
The third ad in this series challenges the viewer to rethink still life photography.
Headline: Still life by EOS 66.
Copy: Still life? It's anything you imagine it to be. Open your eyes, your mind and let the camera do the rest. The brilliant $398 EOS 66. The only camera in its class with selectable three-point autofocus. Created for the creative photographer.
In this series targeted at professionals and serious enthusiasts, we focused on the great lengths passionate photographers would go to get the perfect shot. And the camera that could achieve pictures so amazing that it would make all the suffering worthwhile.
Headline: CONS/PROS
Copy:
Freezing cold
Chapped lips
Blizzards
Isolation
Avalanches
Thin ice
Less fingers than you arrived with
In this series targeted at professionals and serious enthusiasts, we focused on the great lengths passionate photographers would go to get the perfect shot. And the camera that could achieve pictures so amazing that it would make all the suffering worthwhile.
Headline: PROS/CONS
Copy:
Snakes
Tick fever
Quicksand
Leeches
Spiders
Malaria
Crocs that haven't eaten for weeks
In this series targeted at professionals and serious enthusiasts, we focused on the great lengths passionate photographers would go to get the perfect shot. And the camera that could achieve pictures so amazing that it would make all the suffering worthwhile.
Headline: PROS/CONS
Copy:
Sea sickness
Sea sickness
Sea sickness
Sea sickness
Sea sickness
Sea sickness
The smell of your own vomit
HP wanted to showcase their technological innovations in the form of a calendar that they could distribute to partners and consumers. To demonstrate how their ideas apply to so many different fields, we decided to treat all twelve featured technologies in twelve different styles.
Headline: Sold!... To the man with the mouse.
Copy: Traditional online auctions are fine for acquiring collectables. But for companies interested in procuring vast quantities of materials, a much more sophisticated bidding system is needed. HP Labs is working on evolving the online auction model—making it more flexible and adding business tools to manage complex tasks like supply chain planning. Ultimately, creating a system that both vendors and purchasers are sold on.
HP wanted to showcase their technological innovations in the form of a calendar that they could distribute to partners and consumers. To demonstrate how their ideas apply to so many different fields, we decided to treat all twelve featured technologies in twelve different styles.
Headline: Taking the headaches out of fake aspirin.
Copy: The counterfeiting of pharmaceuticals and other products has reached alarming levels. Besides the obvious health risks, it also costs businesses and governments an estimated $600 billion annually. To counter this, HP Labs is working on advanced printing techniques, like stamping unique codes on boxes, bottles, and even individual pills. Making it extremely difficult for counterfeiters to replicate at low cost. And easy for you to achieve peace of mind.
HP wanted to showcase their technological innovations in the form of a calendar that they could distribute to partners and consumers. To demonstrate how their ideas apply to so many different fields, we decided to treat all twelve featured technologies in twelve different styles.
Headline: The pen is mightier than the keyboard.
Copy: PC keyboards are great for communicating or inputting data if you speak or type in English. For more than a billion Indians, Nepalese, Sri Lankans and Bangladeshis who prefer to use their native language, there's now a simple, low-cost solution. HP has invented a gesture-based tablet that allows Indic language users to record phonetic script the way most people learn to write—with a pen. Making it easy for them to bridge the digital divide, faster than you can say QWERTY.
IKEA wanted a light-hearted print ad that would encourage people to think of IKEA as a place to do their Christmas shopping. We did this by creating an ad that let the viewer play Santa Claus.
Headline: Christmas presents for both the naughty and the nice.
Copy: Take the devil out of Christmas shopping by making a trip to IKEA this year. Our huge range of stylish furniture and home accessories is so tempting, you'll find something for everyone on your list (both the naughty and the nice), and at prices that'll put you in a jolly mood. So enjoy IKEA's extended opening hours in December with the whole family, and wrap up your Christmas shopping in one go. We promise to be on our best behaviour this year.
The brief was to encourage bookings for the Raffles Hotel Wine, Food & Arts Experience, a gourmet event featuring Michelin star chefs. To keep its air of exclusivity, we created a tongue-in-cheek secret society for gourmet lovers. People on our database were sent a very discreet package inviting them to be a member, and informing them of a event worthy of a gourmand. We hid the invitation and programme booklet inside an old book with a secret compartment, effectively concealing the information from the public. The event was a success, and sold out two weeks before it commenced.
Headline:
An invitation by The Secret Society Of The Gourmandise
Excerpt copy:
Dear fellow gourmand,
Keep your expression as neutral as possible. Do not look around. The following invitation is highly confidential and should be shielded from prying eyes at all costs.
We have been watching you for a while now and think you would make a perfect candidate for membership into our secret society. As you may have heard, our organisation exists for the sole purpose of enjoying the finer things in life, such as the 15th annual Raffles Hotel Wine, Food & Arts Experience.
Contain your excitement. This exclusive event features no less than 3 Michelin star chefs and should word get out, gourmand hopefuls will be swarming the place. Do proceed to browse through the programme booklet with caution. To reserve a place, kindly send a homing pigeon, or use a telephone, if you really must. Good day.
Haach is a holistic body wellness centre that offers spa and slimming treatments. We designed a Christmas card for them that featured the one person that needs help from Haach the most—Santa Claus.
Headline: Merry Christmas from Haach Spa, Face and Body Care
In support of the arts, Toyota sponsored a world-class classical music concert. We found the sign that Toyota and music were destined to be together, right on Toyota's own car steering wheel. This print ad, which appeared in the concert programme booklet, was part of a TV, radio and print campaign.
Headline: Welcome to the Toyota Classics concert.
Alarmed by the rising number of divorces and the falling birth rate in Singapore, the Ministry of Social and Family Development decided to run a pre-marriage online course to prepare young couples for the challenges ahead. To encourage participation, we created a print ad that explained that even fairy tale marriages need work to maintain a happily ever after ending.
Headline: How to live happily ever after.
Copy: Even if your love story began with a kiss, you'll find that love takes a lot of work to well... work. You can blame it on your genes. Or even your upbringing while you're at it. The whole reason why one person thinks it's ok to splurge $400 on a pair of shoes and another feels faint at the thought of it is due to the way they developed as a person. So when two very different people come together, thanks to the wacky law of the universe that says opposites attract, there'll be enough conflict to entertain the next-door neighbours for years.
Now, there's no need to panic. You could kiss a hundred frogs to find a new prince, but chances are, all you'll be left with are slimy lips. A better alternative would be to stick to your prince and figure out how to make things work—together. For that, we recommend the 'Before you say I do' online course at AboutFamilyLife.org.sg. Just click on the 'e-Learn your way to a happy marriage' banner.
Find out how your family influences the choices you make today. Discover expectations about each other you never knew existed. Learn how to handle touchy subjects like money management. The way to communicate better with your partner and in-laws. Even tips on how to spice up your sex life. The objective? A happy ending, of course.
You'll also be able to interact with professional marriage counsellors online as well as chat with other couples in our forum. The best part is, it costs only $50, takes a mere three hours, and can be done in the comfort of your own home. And trust me, when you have to live with each other till one of you croaks, it's definitely a worthwhile investment. The end.
To showcase how portable and versatile the HP Mini computer is, we created a TV commercial that featured a young person transitioning from scene to scene with a quick change of her clothes, as she explains how the HP Mini is something she can't leave home without.
