Monthly Archives: April 2013

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Young Glory April Submission – Won’t Love You Back

Won’t Love You Back

Problem–

Singapore’s birthrate is the second lowest in the world. Yet its elderly population grows larger and larger, as medicine increases their lifespan. Great news personally. Bad news economically.

 

Insight–

Highly educated, dedicated, and loyal, Singaporeans have built Singapore’s success their strong work ethic. Singaporeans have developed a new idea of family to include their friends and company. Many cite a preference for hanging out, working too much, and worries about reaching their professional potential as reasons why they put off starting a family.

 

Solution–

Your Stuff Doesn’t Love You turns consumerism on its head by attacking advertising. Using commonly held beliefs about intrusive or transparent marketing messaging, the campaign pokes fun at our NEED to buy the newest and best constantly.

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Execution–

The posters beg the viewer to question their needs versus wants. To consider the actual needs of their family and their legacy.

“Will my new mobile phone be around when I retire? Will it carry on my family’s legacy after I pass? Will it bring a twinkle to my parent’s face when they see it?”

 

Conclusion–

As Singapore’s consumer spending downtrends, Singaporeans have cited a lack of confidence in their financial future as reasons to hold back on purchases. The campaign drove home this idea as Singaporeans began to consider the future of their lives and the legacies they would leave behind. Because ultimately they knew that their stuff wouldn’t love them. No matter how much stuff they bought.

You, Sir (Richard Branson), are the man!

Nothing makes a Wednesday morning sparkle and shine like a big steaming cup of

WINNING

Thank you Eva Van Den Bulcke at Sid Lee for making our day (and week and month and LIFE).

As the only winning team in the Student category for Young Glory’s 6th brief, we will be off to C2-MTL and be meeting Sir Richard Branson. Nothing makes hard work and sleepless nights worth it like external validation. Especially, external validation from some big people!

Check the results here:

youngglory.com/round-6–student-results

You can check our work here:

Taboo to Change

 

War on Drugs?

The wonderful Eva Van Den  Bulcke over at Sid Lee threw down the gauntlet last month with a challenge to bring the War on Drugs to the discussion table.

As haters of war and lovers of drugs – yes, caffeine is a drug, we provide two executions to help start the discussion.

Our goal is not to end the War on Drugs. It’s to talk about it. Without all the rhetoric and hype.

Real people. Saying real things. Because insanity is doing the same thing, thinking it will bring different results.

Push for Change – one small change, repeated by many can make a big difference. Don’t “like” this. Push this. Then “like” it.

Taboo on Change – Walls often stop dialog. They divide. They get broken down. But we built a wall that starts and encourages dialog – to unite people. In real life and online.

If you are the Castro neighborhood in San Francisco, you can check it out on 18th Street Between Castro & Collingwood, across from the LGBT Museum.