Merdeka Connecting Singapore with the stories that helped shape the nation. Storytelling The Brief In tribute to the Merdeka Generation, the MCI (Ministry of Communications and Information), invited us and MM2 Entertainment to come up with ideas of how to place them at the forefront. The Factory Girl A young girl in the 1970s is asked to leave school early and join the workforce, in order to help provide for her family. Just when she thinks her dreams are dashed, new opportunities present themselves. A Mother's Sacrifice A Merdeka Generation mother’s struggles to provide for her three children by selling home-made kueh, and unknowingly leaves a lasting influence on her young daughter. The Kampong A young man receives a helping hand from the kampong when his budding relationship with his girlfriend is put to the test by her father. The Soldier A young man on the verge of his NS enlistment is regaled by tales of courage and duty by his Merdeka Generation grandfather, who served in one of the earliest batches of National Service. Our Solution We decided to focus on a series of story films, depicting the lives of the Merdeka Generation Singaporeans born in the 1950s, who grew up amidst the uncertainty of the nation’s formative years. The films feature how they built up Singapore’s defence, supported the industrialisation, set up homes and raised families, as well as rallied communities together. Inspired by the lives and times of the Merdeka Generation, ‘The Merdeka Stories’ presents an anthology of short films directed by award-winning directors—Don Aravind, Martin Hong, Priscilla Ang Geck Geck, and Wee Li Lin—with local writer Jean Tay. These 3-min films look back at memorable experiences in Singapore’s yesteryear, and celebrate the contributions of the Merdeka Generation. The Results Each film features a different character including a National Servicemen, a mother raising a family while working from her own kitchen, a young factory girl who gave up her dreams of study to support her family, and a kampong of neighbors. This along with numerous press releases from both creative and other publications, this campaign got the desired visibility, recognition, and most importantly respect for this seemingly forgotten generation. This campaign was executed with a collection of agencies including Your Maker, M&C Saatchi and DDB Group < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

ADCB Elevating a financial institution to represent more than just money Branding, Storytelling, User Experience The Brief ADCB (or Abu Dhabi Commercial Bank) had slipped to the third position in the UAE banks. For a larger market, that wouldn’t be a big deal, but in a small market like the United Arab Emirates, where there were five prominent local banks in the sector, this represented a huge loss in market share. Once known as a bank that understood it customers, and represented the diverse demographic of the United Arab Emirates, ADCB was quickly becoming just another financial institution. ADCB - Ambition Visualized Microsite (1) What better way to reach your customers, than through stories from real customers on how ADCB helped them realize their individual ambitions? ADCB - Creative Direction Removing money from the equation is no small feat for a bank. But with the Ambition Visualized campaign, we changed the narrative to how ADCB helps customers realise their ambitions ADCB - Placards Creating an individual narrative across each customer touchpoint, was a daunting task. But we achieved this across corporate banking, as well as consumer banking ADCB - Entrepreneur Stories One of the biggest challenges in UAE, was being an entrepreneur. Business capital was not easy to come by, but ADCB was one of the early banks that focused on startups ADCB - Real Estate The copy had to be common through all industries and customer touchpoints, starting with the painpoint, then leading to the resolution ADCB - Education Education is a very aspirational goal. Switching the narrative from funding the education, to earning the diploma as the achievement was the resolution ADCB - Youtube Advertisements We created a series of ads that were focused on the stories that we created. Focusing on the heroes and their stories ADCB - Stories Curation (1) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Stories Curation (2) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Ambition Visualized Microsite (2) Our microsite was created to be responsive and work on a multitude of devices ADCB - Stories Curation (3) We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis ADCB - Faisal To own a home is Faisal’s ambition. A home that can host a family wedding, enable a sense of place, and even be given as a gift. ADCB Mortgage Services can help make this happen. ADCB - Haneen Haneen’s vision for the future is rooted in her strong values and pride for her home. Her ambition to show the world everything she loves about the Middle East means she needs a bank that shares her same values. ADCB - Jassim When your ambition is to own not one, but several companies, you need a financial partner whose vision aligns with your own. Jassim’s dream to be a well-respected entrepreneur will be enhanced by ADCB’s experienced Business Banking client service teams. ADCB - Marco Like so many families in the UAE, Marco’s ambition is to offer his family security and stability through home ownership. ADCB Mortgage Services can help him provide his family with a place to plant deep roots, which will help them to grow and thrive into the future. ADCB - Meher Meher has big ambitions. Her dream is to take her fashion brand global and build a secure future for her family. ADCB’s breadth of Wealth Management solutions are perfect for people like Meher. ADCB - Nisreen To support her daughter’s dreams no matter where they take her – this is Nesrin’s ambition. Which she’ll be able to achieve with hard work and help from a financial institution where Free Banking is the norm. ADCB - Shabab Shahab’s ambition isn’t limited to one business – he aims to run several. Shahab dreams of working hard and making his family proud, one successful business at a time. From SME banking through to Business Banking, ADCB will help him achieve his goal. ADCB - Yousef As a teacher, Yousef understands how important education is to a bright and prosperous future. Which is why his ambition is for his students to be able to attend any school they wish. Education loans from ADCB can help set a student on the path to success. Your Ambitions, Our Inspiration Your Ambitions, Our Inspiration. طموحهم مصدر إلهامنا. A film made to put Emiratis in focus, as the key demographic empowering the Emirates into the future Our Solution Together with Solve Ideas, we saw an opportunity to evolve the brand messaging of the bank, and not correlate to the mundane financial promotions of its competitors. It's been said that the first step to realising an ambition is being able to see it in your mind. So, we invited people from around the UAE to close their eyes and visualise their biggest ambitions in life being realised. We believe the clearer you can picture where you want to go, the better we can showcase ADCB as the financial solutions partner to help you get there. With the ‘Ambition Visualized’ Campaign, we created a message that was a resounding success to its customers and elevated this financial institution beyond just money. The Results We struck an emotional chord with the bank’s customers and management, realigning its internal purposes and ambitions, but not only that, but we also enabled the following: Increase in trust led to 29% lift in new-to-bank customer relationships. Drove 23% increase in product acquisition. Brand saw significant growth across key attributes: +22% in “brand understands my needs” and +21% in “committed to my life stage needs”. Executed with a collection of agencies, including Solve Ideas, Saatchi & Saatchi Dubai, Start JG, Omnicom, and Persuade Productions, we collectively got them to be a MENA Effie finalist. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Privacy Policy Introduction So, you've made it to the Privacy Policy page, huh? Well, buckle up, because this is going to be the most entertaining privacy policy you've ever read. ​ In true Deadpool fashion, we're going to break the fourth wall here and be honest with you. This Privacy Policy is here to let you know how we collect, use, and protect your personal information. It's like a superhero movie script, but with fewer explosions and more legal jargon. Information we collect When you visit our website or use our services, we might collect a little bit of information about you. Kind of like when superheroes try to learn more about their enemies, but way less creepy, we promise. This could include: ​ Your contact info, like your email address, because we can't send you funny emails without it. Your IP address, so we can pretend we're a bunch of super-smart hackers who knows where you live (just kidding, we use it to improve your experience). Your browsing history on our site, so we can keep track of your favorite pages and make the site even more enjoyable. How we use your information We use your information for a few different reasons, such as: ​ Personalizing your experience, like giving you the content you love most (who doesn't want more of our witty banter?). Improving our website and services, because even we can't do everything perfectly the first time. Communicating with you about promotions, offers, and other exciting news (no spam, promise). How we protect your information Your privacy is super important to us, like an epic superhero mission. We use a variety of security measures to keep your information safe from the villains of the internet. However, just like in any good movie, we can't guarantee 100% security, so be cautious with what you share online. Sharing your information We promise not to sell your information to any evil corporations or shady characters. However, we may share your information with third parties who help us run our website, as long as they agree to keep your information confidential. Changes to this Privacy Policy Sometimes, even superheroes need to change things up. We may update this Privacy Policy from time to time, so be sure to check back occasionally to stay in the loop. Give us a Shout! If you have any questions, concerns, or just want to chat about our latest campaign, feel free to reach out to us using the contact information provided on our website. ​ So there you have it! The most riveting privacy policy you've ever encountered. Now go forth and enjoy the rest of the site, knowing your data is in good hands. Or, you know, go watch one of campaigns . Your call.

Experiential Marketing Reaching people is not the challenge, it's truly connecting with them What do we do? There is something that is viscerally powerful when experiencing something that evokes emotions. ​ That's the power of an experience. Rather than just promoting products to consumers in real-time, experiential marketing is all about creating a meaningful connection between your brand and its consumers. Move beyond Impressions By providing an immersive experience, you as the brand are able to create an impression that will stay far longer with your customer than any advertisement. ​ Experiential marketing is more than a billboard or advertisement. It appeals to the emotional side of the consumer. Campaign Management Experiential Marketing User Experience Storytelling Sonic Identity Branding Identity Home > What we do > Experiential Marketing

Storytelling Storytelling is the most powerful way to put ideas in the world today What do we do? Humans have been telling stories to each other forever, and our brains are just evolved to love them. ​ We create impactful stories, that cut through the noise of advertising, and enable you to connect with you customers. Stories humanize your brand, and helps your customers understand why they should care about something, and inspires them to take action. Standing out from the crowd With consumers inundated with advertising messages, how does a brand stand out from the noise. This is a challenge that routinely baffles marketers. We can help you craft a compelling story that hits right at the heart of your consumer, making your brand effective and memorable. A brand that is emotive, has a greater staying power, and earns the loyalty that ends up being quite lucrative. Campaign Management Experiential Marketing User Experience Storytelling Sonic Identity Branding Identity Home > What we do > Storytelling

Kite Beach How do you rebrand Dubai's Favorite Beach? Branding, User Experience, Experiential Marketing The Brief How do you rebrand Dubai's Favorite Beach? Kite Beach is never a dull place to visit because of fitness areas, dining options, a plethora for shopaholics, and a library for book-lovers, along with an Insta worthy location. So, whether you want to go for water sports or other pursuits following are some of the adrenaline rushing activities to get most of this spectacular kite surfers beach Kite Beach - Welcome Sign To keep in line with the fresh colourful identity, that we created for Kite Beach, we worked with local graffiti artists to design this funky welcome sign Kite Beach - Graffiti Working with local artists to develop graffiti and signage that mirrored the brand image of Kite Beach Kite Beach - Business Cards Kite Beach is a fun destination, filled will possibilities and events. To mirror that we used a combination of patterns and a rich colour palette to achieve this. Kite Beach - Flags Using the patterns as a part of the brand language, these flags are an integral part of the landscape of Kite Beach Kite Beach - Vinyl Prints Shacks and Shops used the patterns in various combinations throughout Kite Beach Kite Beach - Apparel We made sure to design all the customer touchpoints, including apparel and beach mat bags to represent the vivid colours of Kite Beach Kite Beach - Colours From the moment you entire Kite Beach, to the moment you leave Kite Beach you are inundated with the right colours and patterns associated with the brand identity Kite Beach - Corporate Identity As a destination, Kite Beach is associated with fun experiences, so we mirrored that in the corporate identity too Kite Beach - Kites Kite Beach was named due to the large amount of kites flying over the skies. Representative of Emirati culture, this is an important signifier Kite Beach - Business Cards (2) Through all touchpoints, we made sure to ensure that the identity was strong and easily recognizable, as the icon, Kite Beach is in a Dubai's daily life Our Solution When commissioned to design its brand identity, we wanted to exude the vibrancy of this destination and the multiplicity of flavours that one gets by spending a day there. The identity is based on a rich color palette and illustrations and typography superposed to create an animated backdrop for the scene. Strong graphic geometric lines reinforce the lively atmosphere. The Results Kite Beach since it was added to the portfolio of Meraas Holdings, has now become a defacto part of life in Dubai. Kite Beach features open stretches of soft white sand, vibrant sights and sounds, fitness areas, a beach library, and kids' activities, so all you have to do is sit back and relax. With water sport speculators available along the sand, you can rent equipment and test your skills against the emerald waters of the stunning Arabian Gulf. Afternoons are best for those who want to challenge the details, as that’s when the wind picks up and the waves follow suit. You must know that this beach is named “Kite” because people love to fly kites in the sky. Once you are there, you will find thousands of colours surfing in the sky, and they are not huge birds, but kites! And we reflected the experience of Kite Beach exquisitely in its updated brand identity. The brand identity was done in house, and promoted heavily by Carat MENA, Meeras' media agency of record. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

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Tiger Beer Mongolia Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Storytelling, Experiential Marketing The Brief Tiger Beer believes in the power of the arts, and the ability for it to create positive change in local communities, and ultimately, the world. Through this program, it was Tiger Beer's hope that they could uncage the next generation of creatives that are not only musically gifted, but looking to harness that talent for the greater good. Tiger Beer - Mongolia Event Activation (1) Tiger Beer - Photography (1) Tiger Beer - Photography (2) Tiger Beer - Photography (3) Tiger Beer - Photography (4) Tiger Beer - Photography (5) Tiger Beer - Photography (6) Tiger Beer - Photography (7) Tiger Beer - Enerel (Taste Maker) Tiger Beer - Enerel (Taste Maker) Tiger Beer - Bachka (Street Dancer) Tiger Beer - Bachka (Street Dancer) Tiger Beer - Abo (Tattoo Artist) Tiger Beer - Abo (Tattoo Artist) Our Solution The Tiger brand has introduced a series of SILENT HEROES who not only #UNCAGE or inspire #FREEDOM, but also contribute to society, in a Mongolian flavour. Mongolia has always been an oddity in the region, where political competition is free and where civil liberties are respected. While Mongolians were content to enjoy a high level of freedom in the Mongolian society, secretly cultural taboos like Tattoo artists and other rebels were yet ostracised, to a certain extent. We repurposed our Uncage campaign held in Asia to focus on the same storytelling format, but focusing on rebels with a cause in Mongolia. The winner of the program will be eligible to represent Mongolia at the International Festival. The Results Building on the brand’s rallying call to “uncage” bravery in pursuit of passion, this campaign demonstrates how far the impact of creative courage can go. Featuring an eclectic group of Uncaged Heroes from fields as diverse as technology, dance, fashion, music, art and food, Tiger Beer will inspire people to look beyond familiar faces and discover those who are truly shaping the future: proof that if you have the courage to pursue your passion, you can make a positive impact on the world. We worked with our local agency partner BTF in Ulaanbaatar and their local on the ground production team to execute the street campaigns and local productions Tiger Beer, Boldly inspiring people everywhere to uncage the tiger inside them since 1932. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Tiger Beer Asia Uncaging local talent whose approach to their craft serves a good cause. Storytelling, Experiential Marketing The Brief Tiger Beer’s new campaign, “The Uncaged,” takes the idea of showcasing emerging talent and “uncaging” local heroes and focuses it on those whose approach to their craft serves a good cause. The campaign features a group of “Uncaged Heroes” from fields like technology, dance, fashion, music, art and food. Tiger Beer - Uncage Series - Anthony Chen Singapore born and bred and from a classic middle class family, Anthony was expected to follow the predictable path to career and financial success. Unexpectedly however, he discovered a passion for filmmaking. In 2013 he won the prestigious Cannes Camera D'Or for his debut film 'Ilo'. Today Anthony continues to break new ground, inspiring others to pursue their creative dreams and find the courage to make them reality. As an uncaged hero Anthony has broken through the conventions of Asian cinema, dominated by action and gangster films, to create work that conveys a new sense of honesty that he hopes will inspire others to uncage their stories and their creativity. Tiger Beer - Uncage Series - Charlie Ruedpokanon Tiger Films presents Charlie Ruedpaknon. Born into a world of business Charlie uncaged to become an acclaimed professional stuntman. Tiger Beer - Uncage Series - Joey Chan Joey Pang moved to Hong Kong when she was three, and grew up wanting to be an artist. Moved by the way the human body and art could interact, she began as a makeup artist - but the transient nature of her work became frustrating. The permanency of tattoos caught her attention and she pursued her dream of becoming an artist working on living canvas and changing how body art is seen. As an uncaged hero Joey Pang hasn't just broken free from the cage that has kept women away from the art of tattooing, she has completely redefined the way the human body can be used as canvas to express a personality. Our Solution To kick off the campaign, Tiger Beer starts by highlighting the group of Uncaged Heroes, sharing their work in a launch film that can be seen on the brand’s social media channels and campaign website. Tiger Beer through partnerships with Hypebeast, hosts contestant submissions and direct chosen finalists to perform on stage in one of three “Uncaged Nights” events in June. Finalists chosen from each of these three performances will then faceoff in July for a chance to be featured at The Uncaged LIVE event on Sept. 20 in Venice, Italy. The Results Jeremy Beadles, regional corporate affairs director of Tiger Beer, HEINEKEN Asia Pacific, said the brand has always done things in a different way and challenged norms to help people uncage their tiger spirit. “Our belief is that the best ideas are born on the streets, in much the same way our brand started life on the hot streets of Singapore. Uncaged is a reminder of the tremendous potential that lies within the young generation, and we want to use our global scale to ensure that these people are given the recognition and support they deserve as they use their creative talent to make a positive impact in their communities,” he added. Working together with a multi-specialist team of agencies including us, Droga5 who coined the "Uncage" concept all the way in Australia, Academy Films (the local production house), Exile, Factory Sound, Electric Theatre Company and The Sweet Shop (a stellar ideation and post-production crew), this campaign initially faced a lot of flak for not conforming to Singaporeans. However today, it is yet widely regarded as the pivotal campaign that turned Tiger beer from a 'hawker centre beer', to a global beer. < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >

Brand Identity Products are made in a factory but brands are created in the mind What do we do? We create distinguishing brands, that enable you to stand out from your competitors. For us branding is not just a typeface, font or a symbol, its the feeling you are able to evoke within your customers. Which is why our approach to branding is starts with the emotions you want your customers to experience, and then we work forward to design everything from logos, stationery, illustrations, etc. Collaborative Creation Creativity cannot be unleashed without a formative strategy in place, which is why we work collaboratively with your team to understand what sets you apart, form your brand voice, and create the best stories. And we try to have fun in the process... Campaign Management Experiential Marketing User Experience Storytelling Sonic Identity Branding Identity Home > What we do > Branding

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Sole DXB Street wear, kicks, art and so much more, meet the new Dubai Branding, Experiential Marketing The Brief Dubai is known famously for a great many things, but street culture is not something people usually associate Dubai with. SoleDXB saw an opportunity to change that, and be the platform for all things street. Since 2015, SoleDXB has been growing in strides after strides, becoming larger and more popular with every year. Taking product design and brand marketing as the new frontier in compelling others to think differently, create distinctively and communicate effectively. SoleDXB aims to inspire and encourage growth within the design and progressive fashion sector in the region. SoleDXB - Entrance Signage Entrance Signage at d3 for the SoleDXB event SoleDXB - Event (13) Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. SoleDXB - Event (12) Sole DXB, a regional lifestyle platform for footwear, fashion, culture, art and design located in Dubai, has taken the meaning of “custom court” to a whole new level. SoleDXB - Event (11) SoleDXB - Event (10) SoleDXB - Event (9) SoleDXB - Event (8) As the number one destination for the culture to come together annually, the event is home to the most avid sneakerheads hailing from all parts of the globe. SoleDXB - Event (7) Amongst some of the more immersive experiences for instance was the House of Jumpman Dubai, a space overlooking the Sole DXB basketball court. SoleDXB - Event (6) Sole DXB, known for its outside-the-box forward thinking and hip hop-oriented presence. SoleDXB - Event (5) Sole is a network where the passion for street wear and urban culture brings together a group of avid collectors, athletes, artists, bloggers, trendsetters and the brands themselves. The culture is an all-encompassing lifestyle. SoleDXB - Event (4) Basketball played a key part in event proceedings with the ‘Sole Ball Above All Classic’ tournament made up of teams from the region. SoleDXB - Event (3) SoleDXB - Event (2) Members use Sole as a platform to introduce emerging trends and generate fresh creative content. SoleDXB - Event (1) SoleDXB - Dubai’s definitive platform for urban culture and streetwear SoleDXB - Branding (1) SoleDXB - Branding (2) SoleDXB - Branding (3) SoleDXB - Branding (4) Sole DXB - 2016 (Highlights) Sole DXB is an annual footwear, music, art, and lifestyle festival that takes place in the Dubai Design District in Dubai, UAE. The festival was inaugurated in 2011, and its most recent iteration took place from December 7 to 9, 2019 Sole DXB - 2018 (Highlights) For three days this month (December 6-8), the glittering Dubai Design District (popularly called d3) became a mecca for those who worship streetwear and contemporary sneaker culture, as Sole DXB kicked off its seventh edition. Our Solution The global audience have become too familiar with the stereotypical ‘street-style’ – SoleDXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai. We wanted to build and conceptualize a campaign that charged up potential consumers for the next SoleDXB event, not only from a content marketing perspective, but also from the sponsors views. The enthusiasm that was centric to the previous events, was just ready to get completely charged up. The Results Celebrating their fifth year in this the renowned ‘City of Gold’, Sole DXB was bigger and better than ever before, offering up a lethal dose of contemporary street culture, cut with distinctive Middle Eastern flair. Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. This year the event gets even wilder, playing host to some of the biggest figures from across street industries, including key figures from music, sneaker and art scenes. As ever basketball played a key part in event proceedings, sponsored by Nike, the Sole Ball Above All Classic, an open winner-takes-all tournament made up of teams from the region. Great work cannot be created without a variety of different perspectives. Which is why we worked with a multitude of agencies for this including Lightblue, Blackrainbow, Dubai Design District and iconic streetwear brands like Nike, Puma, Adidas, Air Jordan, along with the "Godfather of Streetwear" Hiroshi Fujiwara, Pusha T, Jeff Staple and many, many more... < PREVIOUS PROJECT NEXT PROJECT > Home > Our Thoughts >