Project Type
Client-commissioned

Agency
Saatchi & Saatchi Singapore

Client Name
Scoot

Client URL
flyscoot.com

My Role in This Project
Copywriter and Creative Lead on Scoot.

Ideation, execution, leading a team to push this initiative out of the agency.



Project Description
It’s a classic David vs Goliath story – Singaporean budget airline Scoot noticed that a big-and-ballsy American airline Spirit was ripping off our communications. Instead of lawyering up and sending cease-and-desist letters, we sent them a toolkit on how to copy our work better.

From our CI guides to ready-to-launch ads that their creative teams can just trace over, we taught them how to do Scoot ads while calling them out on their plagiarism. The kits were sent to the media, and the PR engine took over. Getting us lots of brand love from Asia to America. The small guys won again.