When the borders between Singapore and Malaysia closed, thousands of migrant workers who used to commute daily between the two countries got stranded in Singapore.

As the second Ramadan under Covid approached, McDonald’s wanted to help these Muslim workers celebrate Ramadan with their families–like they used to before the travel ban.

To prove that the spirit of Ramadan is stronger than the borders that divide us, we built a special set up in McDonald’s restaurants in both countries and created My Happy Table. A truly immersive experience, My Happy Table is a seamless dining table that magically extends all the way from Singapore to Malaysia.

Awards:
Spikes Asia, Direct, Bronze
Effie Awards, Small Budget, Products & Services, Gold
Effie Awards, Restaurants, Silver
Creative Circle Awards, Creative Effectiveness, Bronze
Creative Circle Awards, Out-Of-Home, Interactive & Immersive Experiences, Bronze
Creative Circle Awards, PR, Best Use of Cultural Insights, Bronze
Marketing Excellence Awards, Marketer of the Year, McDonald’s Singapore
Marketing Interactive Awards, Most Creative Customer Engagement, Gold
Marketing Interactive Awards, Most Creative Multicultural Marketing, Gold
McDonald’s Global Feel Good Awards, Family Marketing, Gold
Marketing Interactive Awards, Most Creative Experiential, Silver
Marketing Interactive Awards, Most Creative Video, Bronze
Marketing Excellence Awards, Brand Awareness, Gold
Marketing Excellence Awards, Experiential Marketing, Gold
Marketing Excellence Awards, Marketing to Specific Audience, Gold
Marketing Excellence Awards, Viral Marketing, Gold
Marketing Excellence Awards, Response to COVID-19, Gold
Marketing Excellence Awards, Marketing Innovation, Silver

A global brand refresh for the world’s most awarded airline—completed in 2019/20 and unveiled to the world in 2023.

Welcome to World Class brings to life a simple belief: world class isn’t something you purchase; it’s something we embody. It’s an invitation to an elevated experience—one that was once accessible only at 30,000 feet, but now extends to 30,000 places on the ground.

This platform sets the ambition for the airline to evolve the iconic Singapore Girl into the world’s most well-travelled woman.

And for the first time in the brand’s history, the Singapore Girl steps out of her Sarong Kebaya in the launch film—an intentional move to humanise her, revealing the person behind the icon.

4 Years, 4 Campaigns, 1 Success Sustained Gold in Effie Awards. Here is how we did it:

Breakfast had been a pivotal revenue stream for McDonald’s, but had lost its appeal among Gen-Z, a critical demographic. Recognizing their affinity for the unconventional, we broke category conventions and re-wrote “the rules of breakfast.”

We ditched the usual sunny ads and embraced the urban vibe–HYPE. Turning McGriddles® from limited time offer into limited edition.

We then redefined breakfast itself by making our breakfast burgers available all day to suit the night-owl lifestyle of a younger generation.

Then, in an unexpected twist, we turned our breakfast burgers into wearable fire drip.

With an ever-growing fanbase, we gave our top fans access to our Instagram Close Friends List, earning bragging rights and exclusive merch.

The outcome? Overnight queues year after year, merchandise selling out within minutes, and a 55% increase in breakfast sales between 2019 and 2024.

Awards:
2023: McGriddles Breakfast Drop
The Effie Awards, Restaurants, Bronze
The Effie Awards, Seasonal Marketing, Bronze
Marketing Excellence Awards, Excellence in Customer Engagement, Gold
The Markies Awards, Most effective use - Specific Audience, Bronze
The Markies Awards, Most creative - Customer Engagement, Silver

2023/24: McGriddles’ Close Friends List
Marketing Excellence Awards, Excellence in Influencer / KOLs Marketing, Gold
Marketing Excellence Awards, Excellence in Marketing to a Specific Audience, Gold
The Markies Awards, Most Creative - Social Media, Gold
The Markies Awards, Most Creative - Special Audience, Bronze

2024: McGriddles Breakfast X Icon Collection
The Effie Awards, Brand Integration & Entertainment Partnerships, Bronze
Marketing Excellence Awards, Excellence in Sponsorship Activation, Bronze
The Markies Awards, Most Effective Use - Influencers / KOLs, Gold
The Markies Awards, Most Effective Use - Customer Retention & Loyalty, Silver

*Scroll down to dive deep into each campaign!

A series of original film concepts and crafted food cinematography for McDonald’s Singapore.

With 2024's Lunar New Year being especially significant as it marks the Year of the Dragon–a highly revered symbol in Asia–Bowmore needed to approach this year’s campaign and packaging with even more care and respect, particularly as an outsider.

We found a story that perfectly parallels the 240 year history of Bowmore's resilience and determination in an old Chinese proverb about perseverance.

The Carp Has Leaped Over The Dragon's Gate

In this old folktale, a brave carp sets off on a daring odyssey to reach the Dragon’s Gate on top of a waterfall. WIth countless others, the carp swims against the tides. It patiently endures, learning to ride the turbulent waves. At last, against all odds, it takes the final leap! With a miraculous transformation, the once-humble carp emerges as a majestic dragon.

For the Year of the Dragon, we blended a Scottish scotch maker’s pursuit of excellence with an enduring Chinese myth through this limited-edition packaging. Capturing the story of the carp’s ascent on the outside, we heightened the moment of transformation within.

Awards:
The Pentawards, Limited Edition Packaging Design, Silver
Creative Circle Awards, Craft GONG, Physical Craft: Illustration, Gold
Creative Circle Awards, Craft GONG, Physical Craft: Art Direction, Silver
Adobo Magazine, AdoboPicks for CNY
Packaging of the World, Packaging of the Month (CNY)

Singapore Airlines needed a new inflight safety video that effectively captured viewers’ attention. We had the Singapore Girl, the iconic face of the brand, taking viewers on a personal journey through Singapore, while demonstrating the safety features.

The video became the #1 TRENDING video on YouTube in Singapore within a day. In three weeks, it generated over 28 million impressions, was viewed over 4.7 million times, and generated 300% increase in comments, likes and shares.

The video successfully captured viewer’s attention, both online and on board.

Awards:
New York Festival, Film Craft Art Direction
New York Festival, Film Craft Cinematography
Creative Circle Awards, Film Craft Cinematography
Creative Circle Awards, Film Craft Art Direction
AdStars, Film Craft Art Direction
AdStars, Film Craft Cinematography

During National Day month, McDonald's Singapore turned its Golden Arches into a Garlic Chilli Sauce installation at departure areas, letting travelers take the iconic sauce with them.

To reach overseas Singaporeans, McDonald's Singapore reached out to over 2,000 Singaporeans across 10 countries in their largest global care package drop yet–Allowing fans to turn a McDonald's meal anywhere in the world into a Singapore McDonald's meal, reminiscent of home, just in time for National Day.

The campaign achieved the +15% increase in visits to McDonald’s restaurants in August 2024, which amounts to 900,000 more guests that month, resulting in the highest monthly footfall all year. And also a +10% increase in McDonald’s sales to reach $73.7 million revenue in August 2024, resulting in the highest monthly revenue all year.

Awards:
The Effie Awards, Restaurants, Silver
The Effie Awards, Seasonal Marketing, Silver
The Markies Awards, Most Creative - Integrated Media, Gold
The Markies Awards, Most Effective Use - Customer Retention & Loyalty, Gold
Marketing Excellence Awards, Excellence in Customer Engagement, Gold
Marketing Excellence Awards, Excellence in Loyalty Marketing, Gold

Sweet. Savoury. Straight-up rebellious.

McGriddles® had been steadily garnering the hype status amongst fans and hype enthusiasts.

With 4 seasons of streetwear merch drops in the bag, each more fire than the one before, we've already developed a local cult classic.

Now, with the usual humble campaign budget, how can we break the ceiling all over again and bring McGriddles® to a hype status on par with global streetwear legends, without spending millions?

How do you drive excitement (and sales) for a limited edition burger that has been returning every year 
for the last 10 years? Storytelling, artful craft, and audience engagement.

We leaned into Samurai and Ninja’s existing platform “Honour your appetite” and created McDonald’s first-ever social manga. We created Samurai and Ninja heroes, their enemy, and their mission–to defend extraordinary taste and fight against ordinary-tasting meals. Fans could ask them questions, complete their own missions, and of course, enjoy the burgers.

For the first time in years, Samurai burger sales were on the rise again, reaching 110% of previous year’s sales volume.

Awards:
The Markies Awards, Most Creative - Social Media, Gold
Marketing Excellence Awards, Excellence in Social Media Marketing, Silver

During Covid, for 2.5 years Singaporeans endured the frustration of of wearing masks. Everywhere. At all times. Non-stop. Until 29 August, when masks became optional in most public places.

On that very same day, to celebrate the change in rules, McDonald's gave people an opportunity to savour sweet relief.

Scream for Ice Cream–an interactive experience leveraging sound technology that challenged people to express their mask-free joy by screaming. If they screamed loudly enough, we doubled their joy with free ice cream cones.

It spread well beyond Singapore, going viral on TikTok with over 65 Million views on UGC, and was covered over 50 times across global media.

And we even had a Singapore Minister jump in on the fun.

Awards:
Creative Circles Awards, Outdoor Gongs - Creative Effectiveness, Bronze
Creative Circles Awards, Outdoor Gongs - Best Use of Digital Screens, Bronze
Creative Circles Awards, Best use of Interactive & Immersive Experience, Bronze
Effie Award, Food & Beverage - Restaurant / Outlet Category, Gold
Marketing Excellence Awards, Excellence in COVID-19 Related Campaigns, Gold
Marketing Excellence Awards, Excellence in OOH Advertising, Gold
Marketing Excellence Awards, Excellence in social media marketing, Gold
Marketing Excellence Awards, Excellence in Experiential marketing, Bronze
The Markies Awards, Most Effective Use - Consumer Insight And Market Research, Gold
The Markies Awards, Most Effective Use - Experiential, Gold
The Markies Awards, Most Effective Use - Specific Audience, Gold
The Markies Awards, Most Creative - Specific Audience, Gold
The Markies Awards, Most Creative - Experiential, Gold
The Markies Awards, Most Effective Use - Out-of-home, Gold
The Markies Awards, Most Effective Use - Social Media, Gold
The Markies Awards, Most Creative - Out-of-home, Silver
The Markies Awards, Most Effective Use - Digital, Silver
The Markies Awards, Most Creative - Customer Engagement, Silver
The Markies Awards, Most Creative - Covid-19 Related Campaign, Bronze

After nearly a decade without advertising, Singaporeans were starting to forget why the Filet-O-Fish was a longtime favourite. Our task: remind them what they first loved about it.

The answer? 100% Wild Alaskan Pollock.

So we got Singapore fishing. Overnight, we turned 257 bus stops, McDonald’s restaurants, and even MRT trains into virtual fishing holes. With just their phones, fans could reel in The Great Catch while waiting.

We hit our highest conversion numbers in two years, smashed sales targets within three weeks, and saw adshel rewards fully redeemed in just 48 hours—driving even more play on the McDonald’s app.

For three weeks, Singapore was hooked, turning fishing into a national pastime—all for The Great Catch.

Awards:
The Effie Awards, Restaurants, Silver
The Effie Awards, Media Innovation, Bronze
Marketing Excellence Awards, Excellence in Mobile Marketing, Gold
Marketing Excellence Awards, Excellence in Omnichannel, Gold
Marketing Excellence Awards, Excellence in Retail / Shopper Marketing, Silver
The Markies Awards, Most effective use - Omnichannel, Silver

Unexpected Journeys is a 3-part travel series about discovering some of the most interesting yet misunderstood places on earth. Watch what happens when Rishi, a curious traveller, flies from Singapore to Dull, Boring and Bland–actual towns in Scotland, the US, and Australia. Then see how the journeys unfold when he flies back home with his new-found friends.

So forget what you’ve read, or heard about these places. In fact, forget everything you know about flying, too. Leave your assumptions behind. And follow Rishi as he criss-crosses continents to bust myths and uncover the unexpected–on land, and at 30,000 feet.

Awards:
New York Movie Awards: Best Web/TV Series
Los Angeles Film Awards: Best Pictures
Los Angeles Film Awards: Best TV Series

Singapore Airlines wanted to launch their new A380 cabin through a film that leveraged on the airline’s award-winning service, and conveyed a truly personal experience across all flight classes. We created a film that is both intimate and cinematic, showing multiple worlds designed around each passenger.

We’ve cast a real stewardess to capture the warmth and authenticity of the Singapore Airlines service, and had her thoughtful actions enhance the passengers’ experience. Seamless transitions connect the imaginary worlds with the interior shots of the cabin, while a bespoke musical score orchestrates the entire journey.

Awards:
New York Festival: AME Awards

Singapore Airlines wanted to connect with their audience during the holiday season with a short film inspired by travellers’ experiences. Being a business hub, Singapore has many business travellers who juggle their time between their family and work commitments across the region. 

The song was created to evoke emotions that travellers can relate to. And as the film has no dialogue, the lyrics played an important role in the storytelling. Not only following the arc of the narrative, but rather determining the pace of the story, since the film was edited to the soundtrack.

Without generous budget, The Briefcase proved to be a family story that many passengers can relate to.

Lyrics:
It’s another time to go
Gotta leave to make the show
Now take this little piece of me with you

You might end up far away somewhere
Think of me and I’ll be there
Fill your pockets with a thousand times we shared

We’ll build a fortress high up off the ground
and keep inside each memory safe and sound

The time it rolls on by
How we laughed and how we cried
What stays the same is the magic in your eyes

What a lovely ride it’s been
Not sure where I would begin
I wanna tell you how you mean the world to me

We’ll build a fortress high up off the ground
and keep inside each memory safe and sound
[x2]

Safe and sound

Awards:
London International Awards: LIA, Original Music
New York Festival, Film Craft Best Use of Music
AdStars, Film (Product & Service)
AdStars, Interactive (Product & Service)
AdStars, Interactive (Use of Online Ad)

In tropical countries like Singapore, plant pots are one of the favourite breeding grounds for mosquitoes that carry dengue and Zika.

As an insurance company that believes that protection starts at home, Manulife Singapore decided to create the Life Saving Pot - the first plant pot that stops disease-carrying mosquitoes from breeding in homes.

To create the Life Saving Pot, we worked with one of the oldest surviving wood-fired kilns in the country to handmake hundreds of unique clay pots. Then, traditional ceramic artists painted each pot in traditional Ming-style motifs. Using mosquito-repellent paint, trees and flowers were rendered in painstaking detail ... with a hidden message. ​​​​​​​

Awards:
Clio Awards, Production Innovation
Creative Circle Awards, Direct, Best Use of Cultural Insights
Creative Circle Awards, Direct, Best Use of Direct
Creative Circle Awards, Media, Innovation in Media
Creative Circle Awards, Outdoor, Best Use of Ambient
Creative Circle Awards, Design, For Good
Creative Circle Awards, Design, Best Use of Cultural Insights
AdStars, Innovation
AdStars, Diverse Insights
AdStars, Design (Communication Design)
AdStars, Design (Product & Services
AdStars, Outdoor Ambient
AdStars, Outdoor Craft, Illustration

As Singapore Airlines was celebrating its 70th anniversary, the airline wanted to engage with travellers through impactful content that would touch their hearts.  So we created the brand’s first-ever animated film. The Magic Pen tells the story of a little boy who misses his father, and demonstrates that Singapore Airlines brings you closer to the ones you love.

Awards:
Webby’s Award, Film & Video, Honoree
MARKies Award, Best Idea - TV/Video Advertising, Bronze
Creative Circle Awards, Film Craft Editing, Silver
Creative Circle Awards, Online/Viral Video, Bronze