Creative Director: Jane, Art Director: Zi Ching, Copywriter: Asyira
Insight : Edgell is the solution for busy moms to provide nutritious but convenient meals. It’s a quick canned food that transforms everyday meals into something healthier, giving moms the confidence to effortlessly ‘Power Up’ their recipe.
Idea: "Power Up with Edgell" is a campaign geared towards busy mums who wish to provide their families with nutritious meals. This approach emphasises the use of real food with real benefits,' establishing Edgell as a dependable option for mothers looking to simplify their mealtime routines while keeping their families energised throughout the day. By highlighting the simplicity and power of Edgell products, the campaign communicates with mums seeking convenient and wholesome meal options, whether for breakfast, lunch, or dinner.
Execution: To carry out the campaign, we used a multi-channel approach that included tram stop billboards, celebrity endorsements, pre-roll advertising, and radio campaigns. The billboards included the words 'Real Food, Real Power,' together with simple images and an Edgell mascot to emphasise convenience and nutrition. The pre-roll advertising included animated characters representing the heart and brain, demonstrating how Edgell meals energise the body and mind, while the radio commercials depicted relatable mum situations, emphasising Edgell's role in providing quick, nutritious solutions to busy families.
Edgell's Campaign
How Does It Feel to Eat Plastic?
Insight: The campaign is based on the understanding that plastic trash, especially microplastics, is infiltrating our food supply via contaminated water and ecosystems. Plastic pollution has become so prevalent that it invades our daily lives in ways we frequently overlook or fail to recognize. The campaign aims to address this reality by rendering the issue more relevant and disconcerting—suggesting that we are fundamentally "consuming" plastic.
Idea: The idea behind the campaign is to show and visualize how animals that reside around the sea unknowingly consume plastic through their food. By using plastic as a stand-in for food, the campaign makes us imagine being in the animals' position, eating something harmful without knowing it due to the selfishness of humans discarding the trash into the ocean. This image makes people realize how plastic pollution affects animals and the entire food chain.
Execution: The poster highlights the harmful effects of plastic pollution on sea animals by showing plastic items served as food on a plate. This makes viewers imagine the reality wildlife faces when consuming discarded plastic. The bold question, “How does it feel to eat plastic?” creates a direct emotional impact, while the blank background and simple imagery keep the focus on the issue. The message is clear, personal, and urgent, encouraging viewers to take action against plastic pollution.
Febreze Campaign
Insight : Commuters often spend a significant amount of time in crowded and stuffy public transport. This daily routine can feel uncomfortable and uninspiring, with unpleasant odors often making the experience worse. There's a need for a quick freshness fix that people can rely on while on the go.
Idea: Create a campaign that blends the iconic Febreeze bottle with elements of public transport, highlighting Febreeze as the ultimate solution for maintaining freshness during commutes. By transforming everyday journeys into refreshing experiences, Febreeze can be positioned as the go-to product for busy commuters looking for a breath of fresh air in their routine.
Execution: Place oversized Febreeze bottles and spray icons on buses, trains, and taxis, designed to appear as if they are continuously spritzing the area with freshness. The bold visuals and vibrant colors attract attention, making the public transport environment feel clean and revitalized. This immersive display helps commuters associate Febreeze with freshness and cleanliness, positioning it as a refreshing solution during their daily travels.
Sports Magazine
Description: This magazine focuses on underrated sports, notably dodgeball and bouldering, providing a new and entertaining perspective for sports fans. Through showing the excitement, strategy, and skill involved, the magazine attracts daring readers looking for new sports to try. With compelling content and eye-catching imagery, it establishes these lesser-known sports as must-try activities, creating new chances for brands to connect with a passionate, niche audience