Anti Child Abuse Campaign

Anti child abuse campaign
Deliverables : Outdoor ads, Transit ads, TV, rooftop ads, guerilla and ambient ads

The colours black and red are mainly used in this campaign. The campaign is directing at target audiences' emotions. Using visuals of children, straight in the face impact. The feeling of helplessness and hopelessness are portrayed in all the advertisements.

Outdoor Ad :

Roof top ads :


Transit Ads :
Placed on long buses with ' accordian ' folds in the middle, to look like there is a motion of the hands abusing the child. An exaggerated size of the hand is shown, compared to the small of the child.



Guerilla :

Life sized cages at prime areas. Target audiences will be attracted to walk into the cages and take the badges dangling from a string inside the cage. They can also feel the emotional disturbance of a child that is being abused and trapped inside the 'cage'.




Setup day :
My campaign deliverables are all portrayed in a life sized cage, put together and painted specially for the setup day. The cage somehow represents the guerilla marketing whereby target audiences will walk into the cage and feel the trapped feeling of a child. A P-O-P child board will be placed strategically at the bottom, the child board looks like a child hugging her knees from far.

Rebranding for White Rabbit Creamy Candies

Rebranding for White Rabbit Creamy Candies
Deliverables : A series of Print Ad, Guerilla and Ambient advertising, TVC, Outdoor Advertisements and Digital Advertising

Degree Show 2008 Board on display



New packaging for launch of White Rabbit Creamy candies.
Unique transparent wrapper.

Direct Mailer :
Sent to neighbor hoods to create awareness for the roadshow launch of the new White Rabbit Creamy Candies. Inside the direct mailer, there are collectible stickers, a small plushie of White Rabbit which will be seen clearly even before the target audience open the direct mailer. This strategy is good as direct mailers tends to get thrown away or put aside without immediate action. When it is transparent, and loaded with goodies that target audiences enjoy, the direct mailer will be opened immediately.


Outdoor Advertisements ( Teaser advertisements)
Venue : Town and neighbourhood bus stops

For this re branding campaign, this is the first to launch. This series of teaser advertisement is to induce curiosity in target audiences and after wrapping up the boards for 1 month, the wrapper will be unwrapped to show the White Rabbit Candies wonderland advertisement.






After a month, the billboards will be unwrapped to reveal, the new rebranded White Rabbit Creamy Candies wonderland. For the period of time that the boards have been wrapped, target audiences from neighboring schools and in town have already been curious about what is behind the board. Thus, after revealing, the candies will have a greater impact and longer memory in target audience's minds.





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A set of print advertisements
Advertise in Children's Magazines

A different way of selling the traditional brand White Rabbit creamy candies. For a long time, the heritage brand, White Rabbit Creamy Candies has been promoting their candies through advertisements that feature how great the taste is. However to keep up with the modern times, another form of advertising is needed to refresh the memory of the brand in people's minds. Hence, I re branded White Rabbit Creamy Candies, focusing on the experience of eating White Rabbit Candies, delightful, as if in a wonderland.

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Guerilla and Ambient Advertising

1)Venue : Toa Payoh Hub
Weekend

To generate brand awareness. Huge stickers will be pasted on an actual playground. There will be mascots of rabbit walking around to give freebies to target audience who has the slip from the direct mailer. Playground is fun and attractive to children, in this case, the target audience. This will emphasize how fun the candies are, besides the great taste.


2) Venue : Major supermarkets

The trolley is covered with colourful stickers. The seat of the trolley is a good location to advertise when the parents are helping the children to sit in the trolley, they will look at the seat first. The product is also readily available in the supermarket.


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Digital Marketing
Web banners, sky scrapers and microsite