Think Center
Cambodia's Hidden Danger
Playground or Minefield? In Cambodia, it's hard to tell. To illustrate this, hundreds of CD cases, designed to look like grass, were buried, just like landmines, in parks all across Singapore.
The well-camouflaged 'landmines' surprised unsuspecting individuals when they stepped on it, And when they opened it, they discovered the truth. That removing the millions of real landmines all across Cambodia is a lot harder than this. Furthermore, the 'landmine' CD contains interesting facts where individuals can help landmine victims by volunteering or through donations.
Almost all of the CDs were recovered by park goers. The few that never were picked up, we eventually found and removed.
While only directly reaching a few hundred people with this high-impact piece, the resulting media and WOM helped multiply the effect of the message.
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Think Centre
Chopsticks of Chance
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Think Centre, an NGO dedicated to raising awareness and fostering policy discussions on human rights issues, specifically focuses on the landmine issue in Cambodia.
The client requested a cost-effective solution to raise awareness and generate donations. Our strategy involved pinpointing financially self-sufficient adults when their motivation was highest. Collaborating with generous local restaurants and cafe chains, we aimed to capture the attention of diners during Chinese New Year, a time marked by abundant feasting, celebration, and goodwill.
The communication had to be both tactful and unforgettable, so we devised a unique approach: we created special chopstick packs and discreetly placed them at restaurants.
When diners opened these packs to use them, they discovered that one of the chopsticks was intentionally broken. Attached to this broken chopstick was a message explaining the challenges faced by landmine victims in Cambodia. We also provided an intact set of chopsticks to each diner.
Remarkably, this initiative prompted over 60% of diners to visit our website and make a donation.
Awards "Ambient, Direct, Public Service" — Cannes Lions — One Show
CrisisLine
Open, Save a life
Using string and button envelopes as a powerful visual demonstration of the message, individuals freed the victim by untying the string wrapped around his neck.
This simple act drove home just how simple it could be for people to help save a life.
Inside the envelope was a brochure to learn more about volunteering with CrisisLine and additional information about the non-profit organisation.
This piece of creative also gave me an opportunity to collaborate with the talented Dave Lupton to work on the illustrations.
Awards "Direct, Promo, Public Service" — D&AD — Cannes Lions — One Show — Clio — Young Guns — AWARD
Featured in Communication Arts