lyla h.

Background: 'Made With Passion' is a national initiative with a simple goal — to promote homegrown brands from Singapore. But the task was far from simple. With over 100 brands ranging from indie homeware labels to legacy soya sauce companies, how could we convince the masses that MWP brands were worth supporting?

Approach: After launching with a brand manifesto, we demonstrated the value of Made With Passion through a series of Passion Stories. Together with local, up-and-coming directors, we dug deep into the entrepreneurial spirit of four selected brands — each representing a different facet of passion. With the mini series, we turned blood, sweat, and tears into inspiring reasons to believe in brands that are Made With Passion.
 

Role: Senior Copywriter (BLKJ)
Art Directors: Amanda Lee & Gilda Lim
Creative Directors: Lester Lee & Khalid Osman

Background: In June 2020, Singapore was cautiously exiting its unprecedented Circuit Breaker, and the road to recovery was still long and uncertain. The Ministry of Communications and Information (MCI), tasked us to encourage the people of Singapore to stay strong and united despite the challenges ahead.

Approach: To inspire the people, we looked no further than the people. Because the truth is whilst times may have changed, the spirit of our people has not. Whilst life may have seemed to be at a standstill, the people of Singapore are still stepping forward and taking our country onward. This film reminds us that yes, times were tough, but our people are tougher.
 

Role: Senior Copywriter (BLKJ)
Senior Art Director: Cindy Roselina
Creative Directors: Lester Lee & Khalid Osman

Background: Spacious cabins, extra carry-on, in-flight entertainment and shopping... bet you didn't expect a low-cost carrier to go beyond the bare necessities. But Scoot is no ordinary LCC.

Approach: To educate travellers about Scoot and what it has to offer, we turned to a familiar format (but with our own twist) — we created a series of edutainment "inflight safety" videos. Using a bunch of exaggerated scenarios, we brought the LCC's point-of-difference to life, in classic Scoot sass.

Background: Scoot is not just a low-cost carrier, it's an airline that promises more. More discounts, more flights, more sky-high fun, more down-to-earth sass. So to stay locally relevant and capitalize on current trends, we kept our ears to the ground.

Approach: Sure enough, on 20 June 2018, news broke that Daryl Aiden, an SG lifestyle influencer, had photoshopped his "travel" photos. Fake travel?! We couldn't have any of that. So within 2 hours, we paid $1 for a stock image, added five words, and a photoshopped outline, and our fellow tea-sipping Singaporeans got it instantly.

Role: Writer (BLKJ)

Awards:

Background: The brief — to promote the lesser-known regions of Kansai to a Singaporean and Thai audience. The insight — we are a generation that prides discovery. But not just discovery, it was a competition. Who posted about it first? Who took the photo first? Who can claim that had visited Tokushima and Awaji Island first?

Approach: To appeal to the hipsters, without calling them out as hipsters, we turned our ad into a Wes Anderson x Edgar Wright styled short film showcasing the different hidden gems with a quirky Scoot twist.

Role: Writer (BLKJ)

Art Director: Cindy Roselina
Creative Directors: Lester Lee & Khalid Osman

Background: As one of the most iconic brands in Singapore, FairPrice is synonymous with grocery shopping. To engage the younger generation and make FairPrice relevant to the next-gen shopper, we jumped in on conversations where they were at — on Twitter.

Approach: We took the opportunity to start an unexpected 2-way conversation with a refreshing TOV, through customised content and quirky copy that both entertained and built affinity.

Role: Content Specialist (Havas)