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Lion City Proud

By Brett McKenzie on Aug 10, 2018

Ten Gold Pencil-winning Singaporean entries on the country's 53rd anniversary.


This week, the island-nation of Singapore celebrated its 53rd year of independence. The country has long been a hotbed of creativity in the advertising industry, often one of the most heavily awarded countries in the Asian-Pacific region.

With that in mind, we've gone into our archives and pulled out ten Singaporean One Show submissions that took home gold over the years.

 

1.

Title

Pitching French Films To Hollywood

Agency

Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore

Client

Alliance Fran├žaise de Singapour

Annual ID

OS_DI18016G

Category

2018 Direct Marketing: Digital / Social Media & Viral Marketing - Single

 

 

Hollywood might be synonmous with the film industry, but that doesn't necessarily mean that its tycoons know a good cinematic idea when it's pitched to them. In this campaign by Ogilvy & Mather for Alliance Française de Singapour, tfilm ideas are presented to American producers — without leeting on that they were actually plots to critically acclaimed French films. The campaign won two Gold Pencils this past spring, among other accolades.

 

2.

Title

The IKEA Human Catalogue

Agency

BBH / Singapore

Client

IKEA

Annual ID

OS_SM18007G

Category

2018 Social Media: Branded Social Post / Campaign

 

The annual IKEA catalog is a pretty ubiqutous item found on coffee tables in millions of homes around the world (most likely some HEMNES and LACK models). To promote the latest edition, BBH turned one person's uncanny ability to memorize every single detail on every single page into a viral sensation. The campaign earned a Gold and a Bronze Pencil at the 2018 One Show.

 

3.

Title

AMATEUR REPLAY

Agency

Ogilvy & Mather / Singapore

Client

ALLIANZ

Annual ID

OS_BE17032G

Category

2017 Branded Entertainment: User-Generated Content

 

Professional athletes have the benefit of millions of dollars of AV equipment capturing every second of their games, making reliving amazing highlights extremely easy. Kids and other amateur athletes, however, don't have the ability to make their own highlight reel — until now. Ogilvy is back on this list, teaming with financial services company Allianz, a global sponsor of soccer at all levels, to create a camera system that can be used to capture the magical moments of even local games. "Amateur Replay" won a Branded Entertainment Gold Pencil in 2017.

 

4.

Title

Inspiring Spirit

Agency

Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore

Client

Scoot

Annual ID

PR16008G

Category

2016 Public Relations: Consumer - Brands, Products & Services / Integrated Campaign

 

When low-cost Asian airline Scoot noticed that its vibrant, cheeky persona appeared to be co-opted by America's Spirit Airlines, they playfully fought back in a rather unique way. Saatchi & Saatchi helped them realize that imititation can truly be the sincerest form of flattery, embracing the suspicious similarities. The campaign won two Gold Pencils in 2016.

 

5.

Title

Life Saving Dot

Agency

Grey Group / SIngapore

Client

Talwar Traders

Annual ID

IP16005G

Category

2016 Intellectual Property: CSR - Physical / Digital / Physical / Digital

 

Many rural Indian women suffer iodine deficiencies, but how can you get this vast and spraed out population to increase their intake? Why, with iodine patches in the form of bindis! The idea earned Grey Group and their client Talwar Traders three Pencils in 2016, including a Gold Pencil for Intellectual Property.

6.

Title

First on Twitter

Agency

Ogilvy & Mather / Singapore

Client

Twitter

Annual ID

PO16020G

Category

2016 Print & Outdoor: Consumer - Collateral / Posters - Campaign

 

Ogilvy & Mather makes another appearance on this list, this time for a beautiful poster campaign for Twitter that visualizes how news of global events can start small and then grow exponentailly, until the whole world is watching the social media platform. The complete "First On Twitter" campaign won an incredible seven Gold Pencils in 2016. 

 

7.

Title

Rubbish Famzine. Till Death Do Us Part

Agency

Kinetic Singapore / Singapore

Client

HOLYCRAP.SG

Annual ID

150585A

Category

2015 Design: Publication Design / Magazine Layout Design

 

The second issue of HolyCrap's irreverent "famzine" magzine RUBBISH won Kinetic Singapore a well-deserved Gold Pencil for Publication Design in 2015.

 

8.

Title

A Guide to the Flora and Fauna of the World

Agency

H55 / Singapore

Client

Robert Zhao / Institute of Critical Zoologists

Annual ID

140511D

Category

2014 Design: Collateral Design / Promotional Items - Single or Series

 

Going further back in a run of stellar design coming out of Singapore, H55 took home a Gold Pencil for Design in 2014 for these collateral pieces created for The Institute of Critical Zoologists.

 

9.

Title

Life Cycle

Agency

DDB / Singapore

Client

Life Cycle

Annual ID

13045D

Category

2013 Design: Transit / Campaign

 

"Get a life. Get a cycle." Punchy copy and stunning black and white imagery come together in this 2014 Gold Pencil-winning poster campaign by DDB for Life Cycle. In a city as densely populated as Singapore, it's not just a series of bicycle ads, it's an escape.

 

10.

Title

For Browsing Only

Agency

Beautiful / Singapore

Client

The Browsing Copy Project

Annual ID

12004D

Category

2012 Design: Branding / Booklet/Brochure

 

What happens when physical books don't get sold? "For Browsing Only" invited dozens of designers to express their creativity, using the books that are thumbed through but never sold as a canvas. Spearheaded by Beautiful, the Browsing Project won a Gold Pencil for Design in 2012.

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