5 Gum & X-Men combine to rocket a single flavour to No. 2 in the entire ANZ gum category: http://boxofsoap.com/entries/5x/
5 Gum & X-Men combine to rocket a single flavour to No. 2 in the entire ANZ gum category: http://boxofsoap.com/entries/5x/
Donating blood & gaming meet in this student idea that was purchased by Microsoft. See the Vimeo page for an award list.
A fun little bit of copywriting, UX design and Skype meetings about art direction http://tiny.cc/36iup
A fun little bit of copywriting, UX design and Skype meetings about art direction http://tiny.cc/36iup
Turning a Facebook page from a complaint centre into a content powerhouse http://boxofsoap.com/entries/100daysofsummer.html
Turning a Facebook page from a complaint centre into a content powerhouse http://boxofsoap.com/entries/100daysofsummer.html
Tiger Translate was in it's 5th year as a successful global platform when it's site, EDMs, toolkits & PR became my first job.
Tiger Translate was in it's 5th year as a successful global platform when it's site, EDMs, toolkits & PR became my first job.
Our self-titled mag launched with 10,000 copies spread across the bars & boutiques of Asia. Trust was the theme for Issue #1.
Our self-titled mag launched with 10,000 copies spread across the bars & boutiques of Asia. Trust was the theme for Issue #1.
Not my copy but you get the idea of the mag.
Not my copy but you get the idea of the mag.
Fun bits of copy accompanied the artists' work, preventing the mag from looking like a bunch of visual design wank.
Fun bits of copy accompanied the artists' work, preventing the mag from looking like a bunch of visual design wank.
Can you spot the typo? It's okay, the printer's PDF (that I don't have) had the right spelling.
Can you spot the typo? It's okay, the printer's PDF (that I don't have) had the right spelling.
Poetry. Just to balance out the mood.
Poetry. Just to balance out the mood.
The Artificial Issue also come in interactive form. View it here: http://www.kult.com.sg/magazine/Issue02_Artificial/
The Artificial Issue also come in interactive form. View it here: http://www.kult.com.sg/magazine/Issue02_Artificial/
Not my copy but you get the gist.
Not my copy but you get the gist.
My first ever "artwork". Got to love stealing art.... errr I mean, Conceptual Art. Someone actually asked for this as a poster.
My first ever "artwork". Got to love stealing art.... errr I mean, Conceptual Art. Someone actually asked for this as a poster.
True story.
True story.
Using Kult Mag as a platform for our relevant clients to spread their message was a key reason we started the publication.
Using Kult Mag as a platform for our relevant clients to spread their message was a key reason we started the publication.
Cover artwork by the insanely good Mojoko: http://www.mojoko.net/
Cover artwork by the insanely good Mojoko: http://www.mojoko.net/
Back by the insanely less good Brendan Graham (plus an augmented reality glyph).
Back by the insanely less good Brendan Graham (plus an augmented reality glyph).
Issue was commissioned by Singapore Health Promotion board. Interactive version: http://www.kult.com.sg/magazine/Issue03_Aids/
Issue was commissioned by Singapore Health Promotion board. Interactive version: http://www.kult.com.sg/magazine/Issue03_Aids/
My intro. It had to combine the Government's desire for factual education with Kult Mag's tone of voice.
My intro. It had to combine the Government's desire for factual education with Kult Mag's tone of voice.
A fun way to get across dry info on behalf of the ever so friendly Singapore Government.
A fun way to get across dry info on behalf of the ever so friendly Singapore Government.
True Story. I DON'T HAVE AIDS!!!
True Story. I DON'T HAVE AIDS!!!
Integrating advertisers as editorial and promotional pieces with the same tone of voice as the mag was key.
Integrating advertisers as editorial and promotional pieces with the same tone of voice as the mag was key.
Artist collaboration? Check. Hype across the internet? Check. Raising money for charity? Check.
Artist collaboration? Check. Hype across the internet? Check. Raising money for charity? Check.
Kult Mag. The only place to find interesting facts from around the AIDS-infested world.
Kult Mag. The only place to find interesting facts from around the AIDS-infested world.
This ad got us like 2,000 friends. When there are only 10,000 copies of the mag, that's a pretty good hit rate.
This ad got us like 2,000 friends. When there are only 10,000 copies of the mag, that's a pretty good hit rate.
Indulge in the interactive version which became a shop's window display: http://www.kult.com.sg/magazine/Issue04_Fortune/
Indulge in the interactive version which became a shop's window display: http://www.kult.com.sg/magazine/Issue04_Fortune/
We invented ArtCade Machines like this to roam Asia as interactive Kult media vehicles.
We invented ArtCade Machines like this to roam Asia as interactive Kult media vehicles.
The ArtCade Machines housed interactive Kult Mag issues like Artificial, AIDS & Fortune.
The ArtCade Machines housed interactive Kult Mag issues like Artificial, AIDS & Fortune.
Being a new publication, we had to work pretty hard to get partners excited. Bring in the Media Mit.
Being a new publication, we had to work pretty hard to get partners excited. Bring in the Media Mit.
Getting PR for Kult (which was part agency, part shop, part media company) was also a big part of my role.
Getting PR for Kult (which was part agency, part shop, part media company) was also a big part of my role.
We had to reinvent the VJ Hunt & uncover a new generation of VJs.
We had to reinvent the VJ Hunt & uncover a new generation of VJs.
For the first time in history, MTV said ‘Don’t find us. We’ll find you.’
For the first time in history, MTV said ‘Don’t find us. We’ll find you.’
We wrote scripts to scour the social web for potential VJs.
We wrote scripts to scour the social web for potential VJs.
We found individuals with expansive social networks and self-generated content that was shaping youth attitudes.
We found individuals with expansive social networks and self-generated content that was shaping youth attitudes.
Our competition tested their skills at being a VJ and garnering votes.
I'm not going to lie... I love making case studies. Soap have their own unique tone of voice too, unlike everyone else.
The most legen-dairy use of Ben & Jerry's fanatics. Plus some puntastic copy: http://boxofsoap.com/entries/flavour_election/
The most legen-dairy use of Ben & Jerry's fanatics. Plus some puntastic copy: http://boxofsoap.com/entries/flavour_election/
My first big sell at Soap & Soap's first sale of a long-term platform to Unilever: http://www.dessertspoon.com.au/
My first big sell at Soap & Soap's first sale of a long-term platform to Unilever: http://www.dessertspoon.com.au/
BlackBerry wanted to subtly shift their 'strictly business' perception in Asia.
BlackBerry wanted to subtly shift their 'strictly business' perception in Asia.
We adventured into the world of moving image, curating online festivals, promos, user-generated content & lectures.
We adventured into the world of moving image, curating online festivals, promos, user-generated content & lectures.
We commissioned filmmakers and animators from around the world to create shorts inspired by 'The Future of Communication'.
My favorite commission, by German collective Polynoid, is still doing the rounds at festivals today.
Can you spot the subliminal logo in these pieces?
This early bit of student work put me on the awards map. What would the soundtrack to your life be?
Originally a piece of student work, we have since been in talks with Nooka to make it a reality.
The technology faked-up in this is probably impossible. But it won us awards. Ahhhh, the beauty of student work.
Apparently this (my first ok piece of video editing) would have won a D&AD if it used QR codes. I stand by my choice of SMS!
My colleague Mike Hughes deserves copy credit here. http://on.fb.me/r7HULi
My colleague Mike Hughes deserves copy credit here. http://on.fb.me/r7HULi
Job site Seek needed an Xmas game to add to their games platform: http://games.seek.com.au/
Job site Seek needed an Xmas game to add to their games platform: http://games.seek.com.au/
How to create a PR blitz in Singapore. Case Study: http://bit.ly/nYUGFR + TV feature: http://bit.ly/a6zsNn
How to create a PR blitz in Singapore. Case Study: http://bit.ly/nYUGFR + TV feature: http://bit.ly/a6zsNn
I provided some copy & much smarter people than me did the Mistle-Toasting math: http://tiny.cc/7flqd
I provided some copy & much smarter people than me did the Mistle-Toasting math: http://tiny.cc/7flqd
Same deal here: http://tiny.cc/gg4mq
Same deal here: http://tiny.cc/gg4mq
This was a successful proactive pitch to turn this ugly thing: http://www.lipton.com/au_en/ into this: http://lipton.com.au/
This was a successful proactive pitch to turn this ugly thing: http://www.lipton.com/au_en/ into this: http://lipton.com.au/
Facebook like call to actions are a tough and often overlooked beast. It's fun when you think of a good one.
Facebook like call to actions are a tough and often overlooked beast. It's fun when you think of a good one.
Why enter awards when you can create your own? http://youngglory.com/
Why enter awards when you can create your own? http://youngglory.com/
I don't know what was more fun. The predictions or the cartoons representing them. tiny.cc/uioyaw
I don't know what was more fun. The predictions or the cartoons representing them. tiny.cc/uioyaw
Case film about successfully engaging the audience of Australia's #1 job site when they weren't seeking a job.
This was done for a digital ad conference competition. Thus the slight implausibility (but fun none the less).
Sometimes a content rich, SEO friendly website is the best solution given the target's online behavior. http://www.rexonasweatcl
Sometimes a content rich, SEO friendly website is the best solution given the target's online behavior. http://www.rexonasweatcl
This platform accompanied a new JC light wine launch and tied to lulu.com for physical publication. http://www.mymemento.me/
This platform accompanied a new JC light wine launch and tied to lulu.com for physical publication. http://www.mymemento.me/
The mind-warping level copy, combined with the gameplay instructions, will take you to another dimension. http://bit.ly/xgrHC9
The mind-warping level copy, combined with the gameplay instructions, will take you to another dimension. http://bit.ly/xgrHC9