M.A.D. School (by Chatsworth Mediart Academy) celebrated a decade of creating the brightest bulbs on 21 June 2013. We hit hotspots in Singapore with the brightest bulbs to celebrate, including gatecrashing a live football match. More than just celebrating our birthday, we launched a new identity with a more befitting tagline of "Thinker First. Creative Second." It’s our way of saying we place strategic thinking above creativity. We want our students to think before they create. Our digital RSVP entails sending invitees a DM comprising a credit-card sized flat bulb and instructions on downloading the Layar AR app via their smartphone. After scanning the propped-up bulb via the app, an AR video is launched depicting a campaign video. A Facebook button brings them to ‘Brightspotter’, a Facebook app where they can RSVP in a fun way. When celebrating a decade of creating the brightest bulbs, we need pretty bright ideas.

Each year, over 100,000 children in Asia are born with cleft lip and palate – birth defects that turn the simple act of eating into a daily struggle. Leaving parents constantly worried their child is not getting enough nutrition, that they will not flourish and that their life will have limited potential due to prejudice against their physical appearance. Smile Asia is a global alliance of charities funding surgeries to correct cleft lip and palate. Entirely dependent on the generosity of its donors, Smile Asia needed them to feel the problem at a much deeper level – to get as close as possible to experiencing cleft for themselves. In essence, to get the donations to pay for the surgeries, we had to make it personal. We needed to design an experience that was unlike any other the donors had previously had. One that would drive home to the participants the real-life effects this facial deformity has on these children – beyond the obvious aesthetics. Our solution: The Cleft Collection – a unique set of cutlery specially designed with a cleft of its own. Each utensil has its own cleft-shaped missing piece, so that not only does it visually mimic the condition, it also makes eating frustratingly difficult. Allowing diners to experience – if only for a single meal – what every meal is like for children with cleft, and how difficult it is to consume the necessary calories to grow, let alone to flourish. Experiential advertisement created by McCann Health, Singapore for Smile Asia, within the categories: Health, Public Interest, NGO.

Digital advertisement created by BBH, Singapore for IKEA, within the category: House, Garden.

Part of a series of installations that depict the most unimaginable that could happen to a car. This mysteriously bisected car is the first of its kind to be seen on the roads in Singapore. Curious onlookers and drivers were directed to a QR code they could scan to find out what had happened to the car. Filmed from the perspective of an in-car camera, this is the first of three dramatised tongue-in-cheek videos of unexpected events caught on camera. The videos drive home a safety message to drivers, that with an in-car camera you can expect to see the unexpected. Digital advertisement created by DDB, Singapore for DBS Bank, within the category: Finance.

Meet The Unforgettable 2018 IKEA HUMAN CATALOG. This year, the catalog is truly unforgettable, featuring Yanjaa Wintersoul - the woman who has memorized all 328 pages of it, inside and out. Film advertisement created by BBH, Singapore for IKEA, within the category: House, Garden.

Digital advertisement created by Cheil, Singapore for Samsung, within the category: Electronics, Technology.

Today, 1 in 88 children are diagnosed with autism. That’s an increase of up to 17 times, in the last 25 years. However the understanding of autism amongst the general public is still extremely low. Because early diagnosis can make a world of difference, it is important that people are informed about the symptoms of autism so they can seek an early diagnosis/treatment. The campaign is designed respond to the growing need to highlight concern and awareness about autism, by illustrating some of its symptoms. Singapore’s largest autism awareness group, The Autism Resource Centre, wanted to highlight the symptom: ‘Hypersensitivity to sound’ for World Autism Month (takes place in April every year). To communicate this message, we integrated search bars on various websites with onsite banners to provide a virtual demonstration of how the slightest sound could be deafening to a child with Autism. We created a world’s first – a banner that was activated by users’ interactions with the keyboard. We developed a source code that enabled us to track letters as they are being typed into the search bar. This, in turn, triggered a reaction from the girl in the banner below, demonstrating how she is seemingly affected by even the light sounds of typing. This campaign went live on half a dozen partner sites with a potential audience of 2.2 million visitors. It also received the attention of TV stations which featured Singapore’s President of Autism Resource Centre, Denise Phua, thus bringing more public attention to the cause. Digital advertisement created by BBDO, Singapore for Autism Resource Centre, within the category: Public Interest, NGO.

Film advertisement created by Wunderman, Singapore for Schick, within the category: Health.

Film advertisement created by Publicis, Singapore for McDonald's, within the category: Food.

Film advertisement created by Publicis, Singapore for Vicks, within the category: Pharmaceutical.

Film advertisement created by BBH, Singapore for IKEA, within the category: House, Garden.

Waiting too long for the dark spots left by your pimples to go away is no longer a problem with Ponds White Beauty. Film advertisement created by WPP, Singapore for Unilever, within the category: Beauty.

Guinness Singapore celebrates men who are made of more. Here’s to men who carve their own paths. Men who make a difference in the lives of those around them. Men like Luke Landrigan, whose passion for surfing turned a tiny little fishing village into a global surf destination. Film advertisement created by BBDO, Singapore for Guinness, within the category: Alcoholic Drinks.

Electrolux, the second largest home appliance manufacturer in the world was falling behind in Asia-Pacific where LG and Samsung dominated with technology focused communication. We developed an integrated platform for the Swedish brand's laundry business and disrupted the category with bold visuals and a simple promise: rethink washing machines. Our Fashion Care Campaign introduced a new line of washing machines engineered to keep fabulous for longer, from Hermes to H&M This campaign won 2017 APAC Gold Effie Awards for Global Rebranding. Integrated advertisement created by Ogilvy, Singapore for Electrolux, within the category: Electronics, Technology.

1 in 9 adolescents is a victim of cyberbullying. Nearly half of them have never reported it. Unlike physical bullying that leaves behind scars and bruises, online bullying is much harder to spot. Daniel represents every child who has been silenced through technology. By creating digital billboards that project soundwaves inaudible for the human ear, Shazam recognized the “silence” and helped Daniel and other victims to speak up. Digital advertisement created by MullenLowe Group, Singapore for Singapore Children’s Society, within the category: Public Interest, NGO.

Film advertisement created by Tribal, Singapore for Government of Singapore, within the category: Public Interest, NGO.

Film advertisement created by Wunderman, Singapore for Schick, within the category: Health.

Film advertisement created by The Alchemy Partnership, Singapore for Direct Asia, within the category: Finance.

Film advertisement created by Tribal, Singapore for Government of Singapore, within the category: Public Interest, NGO.

Film advertisement created by Wunderman, Singapore for Schick, within the category: Health.