Peta Asia \ Fur Hurts

CLIENT: Peta Asia   AGENCY: Ogilvy

If your fur came from China, chances are it was torn out from a live animal. Wearing a fur coat is being a willing participant in inhumane torture. Help end the suffering of millions of rabbits, foxes and minks by by giving up fur. Although there has been extensive showing of the video depicting the cruelty against fur animals, the graphic nature of the material has been turning people away instead of attracting their attention. The challenge is to find a way to express a horrible truth and still be able to communicate the nature of its cruelty to the heart of the viewers.

Imagine being skinned alive. We then try to visualize that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur.

As part of the Fur hurts campaign. I have created a website to get people to sign the petition to pledge against fur. With each signature collected, a needle will be removed and a strand of hair will grow in its place. Participants will also be asked to share online via social media. Check out the website

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FWA Site of the Day \ Levi’s Soundwash

CLIENT: LEVIS   AGENCY: TBWA
It has been nearly two years since the launch of Levi’s Soundwash campaign, we recently received our very first certificate from FWA for Site of the Day. Check out the full story

Levi’s After Dark

CLIENT: LEVIS   AGENCY: TBWA
To promote its After Dark collection, Levi’s has partnered TBWA\Tequila to launch a series of interactive videos  for users to create their own nighttime adventure. Themed We Rule The Night , the campaign literally allows users to rule the videos by selecting what the characters will do or where they will go. Each option takes them further into the story to create a personalised video experience.

The campaign was talked about on Campaign Asia  as well as Marketing Interactive . It was also shown on Best Ad on TV . On top of that, Levis After Dark won A Silver Effie  in the apparel category, and also a bronze AME  for most effective use of brand content

Levi’s Soundwash

CLIENT: LEVIS   AGENCY: TBWA
Soundwash is a multi-dimensional interactive brand and music experience that lets the audience choose their favorite jeans style and then “Soundwash” the jeans to their favourite style of music including rock, hip hop and canto. As part of the Levi’s Square Cut “Soundwash” campaign, we created a virtual laundromat where our audience could experience the unique “Soundwashing” technique.

The results were astounding, we received a bronze Young Guns award, Silver Kam Fan for best campaign, FWA site of the day , W3 Award Silver, A Webby Honoree for Best Visual Design. The biggest treat of all was the Effie awards , we took the stage by storm with 3 gold, 1 bronze and a Grand Effie and was publicized on Campaign Asia.

18 Years banner

CLIENT: METRO DAILY     AGENCY: MCCANN ERICKSON
Interactive banner to drive traffic to award winning campaign,  18 years  for Metro Daily newspaper in HK.
Click here to view the banner.

Standard Chartered Bank Antifraud Campaign

CLIENT: STANDARD CHARTERED BANK   AGENCY: TBWA
The Standard Chartered Antifraud Campaign is aimed to raise awareness credit card fraud. The solution, S.W.A.T team , a game to help you learn about antifraud through a series of interactive game. The campaign was awarded Bronze in the Asia Interactive award.

Nigiri Supahero

KODANSHA M.I.M.C Competition
Kodansha is the second largest publisher in Japan and The Nigiri Supahero won second prize for Kodansha M.I.M.C competition. Here is the synopsis:

A story about a sushi superhero who brings justice and peace to Gohan city. In a world where one travels by conveyer belt trains, takes miso soup baths, and survives on vinegar lives a population of sushi in Gohan city. One day, Unagi, an animator sushi of the Wasabi animation company and an obsessed fanatic of superhero stories, witnesses the adventure of a real life superhero, Ebi.

Click here to view the full comic