Saatchi & Saatchi Singapore pitched for the CMS Energy account with my newspaper campaign (below) and TV storyboard. The company was setting up an office in SE Asia, where nobody had heard of them. This campaign won the pitch.
With the proliferation of glamourous gyms and trendy workout classes, a local NY City martial arts center was in a slump. I figured the only thing more compelling than trendiness to New Yorkers was plain old survival.
We took Singapore Telecom's new product's funny name and made it mean something in this newspaper ad.
When OJ Simpson was on trial, savvy chair retailer Relax the Back gave the legal teams their chairs. Then they asked me to generate a buzz with an ad. Foot traffic increased significantly into the stores, though the ad was considered so controversial that it only ran for 2 days.
On the opposite side of the spectrum of controversy, Singapore ONE was a new initiative by the government. This ad had to trumpet an intiative b) needed To lend it some edginess, I came up with this headline.
Burger King
Burger King in Singapore wanted to appeal to the teen market. People are used to the usual government sponsored courtesy and safety campaigns in Singapore, so I wrote slightly irreverent train ads that teens could appreciate. People actually stole some of these.
