The launch of the Citibank PremierMiles Amex Card

Citibank PremierMiles Amex Card Launch Ad

Just what the world needs right? Another credit card.

However, in all fairness, the new Citibank PremierMiles Amex Card does offer rather cool benefits seeing as it combines the best features of the Citibank PremierMiles Card and American Express.

The concept behind our campaign was to celebrate the romance of traveling. Of discovering new places and experiences. Of creating lasting memories. Of opening up a brand new world of possibilities.

An evocative headline and a spectacular image (royalty free) that integrates seamlessly with the Citibank corporate Blue Wave background.

Far East SOHO’s Hillier

Hillier was the second Far East SOHO development to be launched, after The Scotts Tower. In this particular case, while another agency had developed the brochure and press ads, we were asked to create the TV commercial – which, as you’ll see, soon turned into 3 different TVCs.

Oh and we had about 3 weeks in which to get them all done.

First of all, in order to ensure some kind of continuity from the original Far East SOHO brand launch, we started off with a launch TVC with the first 40 seconds featuring the Far East SOHO brand and then transitioning into 20 seconds showcasing Hillier.

Now, although every Far East SOHO project shares similar features, they also have their own distinct characteristics and personality. So, while The Scotts Tower reflected a sophisticated, glamorous urban lifestyle, Hiller, with its suburban setting , retail centre downstairs and close proximity to the MRT, was more about offering a laidback, taking things nice and easy kind of vibe.

An additional challenge lay in the fact that Hillier was conceived as two towers of residential apartments, with each tower having its own distinct design personality. One tower was themed around a New York City styling while the other tower had a London-inspired design theme.

As a result, we found ourselves having to execute not one but two more TV commercials, each showcasing one of these towers.

These TV commercials depicted the ‘perfect Sunday at home’: Lazing around in the morning… Popping downstairs for food and shopping… Saying hello to neighbors… And having friends over for a relaxed Sunday barbecue… but as seen from  the point of view of a resident of the “New York” tower and a resident of the “London” tower. In other words the exact same day as seen from two different points of view.

The first to appear after the initial launch commercial shown above was the “New York” commercial:

 

This was followed two weeks later by the “London” commercial:

As you can see, we defined the very different personalities of each residential tower through our depiction of the homeowner, the way they decorated their home and the background music.

Despite the tight time frame and a certain sense of ‘Groundhog Day’ during the shoot, I was quite pleased with the results. Especially as each commercial tells its own unique story in just 30 seconds.

The Great M1/SingTel War 1997

 

 

 

 

When M1, Singapore’s second Telco, made its grand entrance into the marketplace in 1997, SingTel, the incumbent monopoly, were less than impressed.

They responded to M1’s launch with a fairly lavish TV commercial using a red (their corporate colour) umbrella to show how much bigger and stronger they were than this cheeky upstart.

Our response was to create a series of 20 second commercials using simple 3D animation to point out SingTel’s weaknesses and M1’s comparative strengths.

Of course it was all done with a gentle sense of humour… although I don’t think SingTel really appreciated it.