Levi's®, Print
Client: Levi’s®
Type: Print
Involvement: Conceptualisation, Design, Execution
Awards & accolades: Creative Circle Awards 2007: Finalist
Year 2006
A true Levi’s® jeans lover will never even dream of living his life outside his jeans. He will be in his jeans when he’s getting his first tattoo. He will be in his jeans when taking a shower. He will be in jeans whilst his jeans dry in the sun.
While brainstorming ideas for this campaign, we wanted to retain a Singaporean flavour. The sight of wet laundry drying from bamboo poles outside high rise HDB flats is something unique to Singapore. We wanted to capture that and the “can’t live without” idea, hence the juxtaposition.
DHL, Print
Client: DHL
Type: Print
Involvement: Art Direction, Design
Year: 2007
Contrary to its name, the DHL Weightwatchers programme is not a health awareness campaign. It is an internal campaign to increase DHL’s deliverymen’s awareness on the proper way to fill up an ULD (Unit Load Device). When a ULD is properly loaded, more goods can be shipped as the weight is properly distributed per load.
DHL wanted a logo that conveyed this message at a glance. Hence we crafted a logo showing well loaded ULD and a ULD that is load haphazardly on a scale. The well loaded ULD weighs more than other ULD, thus making maximising that ULD’s potential.
The logo was made into heavy duty stickers that were pasted around DHL warehouses. The bright colours and straightforward messaging helped convey the message effectively to DHL deliverymen.
This campaign was run in more than 70 countries worldwide successfully.
