11B? What?
This was an interesting project, for me at least.
Especially since I'm a girl, and have little knowledge about the army scene in Singapore.
Neutrogena Men wanted to run a series of facial wash ads, targeted at army guys.
These outdoor ads will be located at Pasir Ris Bus Interchange, where NS men assemble
for their week long in-camp training.
How can we engage these army guys and get them to use our brand of facial wash?
Simple. Army lingo.
Afterall, tongue in cheek usually gets appreciated more.
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OVERHEAD BANNERS
Large banners that can be seen from a distance. We used this media space for the overarching message.
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Q-Rail
Where they wait in line for buses.
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Pillars
As there are rows of pillars leading from the entrance of the bus interchange right up to the meeting point, we played with a series of pillar posters.
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Agency: DDB Group Singapore
Copywriter: Jinglin Ang, Shingsian Chew
Art Director: Russell Fong
Creative Director: Sharon Goh
