Regional creative director at McCann Worldgroup in Singapore, Dan Jacques, shares five ads from the country that he believes to be immortal
To many, Singapore appears as a tiny dot on the equator - well, one degree North of it. So just how has this tiny island nation consistently punched above its weight on the global stage? Innovation. Courage. Craft. Here are just a few samples of the excellent work that regularly appears from this small but mighty market...
Airbnb - 'Welcome To'
Production: Cirkus Film
Director: Christian Greet
In an age where the client seems to always 'need it urgently', craft is often the first thing to face the guillotine. This beautiful and painstakingly hand-made effort from Airbnb reminds us that the truth of a brand is often in the intricacies of the story you tell. How many dogs did you count?
Nike - 'Unlimited Stadium'
Agency: BBH Singapore
Production: Party NY x BIRDMAN Tokyo x Jack Morton
As a huge advocate of experiential, this effort from Nike has always been up there for me. A showpiece city landmark, a fully interactive and immersive experience, a product demo like no other. Tick, tick, tick.
StarHub - The World's Fastest Band'
Production: Abundant Productions
People don’t care about fibre optic cabling, satellite infrastructure, blah, blah, blah, when your brand is interrupting their hypnotic decent into a YouTube hole of endless cat videos, comical stunts and shark documentaries. StarHub’s mobile internet was officially the fastest in Singapore, so to share that simple message, the internet company fully maxed out its placement environment. (I think I could give that bum skipper a run for his money!)
TWC2 x IGIVEADAYOFF.ORG - 'Maids Vs Mums'
Agency: Ogilvy Singapore
Production: Hogarth & Ogilvy Singapore
Director: Jason Josph
This spot made a huge noise when it landed. It’s an awkward subject here in Singapore, but a social cause that was necessary. It’s uncomfortable viewing for the employers, but this simple interview technique ultimately uncovers a moving and powerful story of love.
IKEA - 'BookBook'
Agency: BBH Singapore
Production: Freeflow Productions
Director: Carlos Canal
This dropped back in the high point of the smartphone / tablet / laptop wars, where every month seemed to be a new model launch from Apple, Samsung or other brands. IKEA decided they would stick by the tech that has served their business so well for decades, whilst reminding the rest of us that nothing has really changed for millennia. Topical, funny, shareable…everything you need packed into the greatest operating system of them all - the 'BookBook'.