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Singapore Tourism Board
Justice Bao and The Missing Insurance

RAN IN: Singapore

CLIENT
Singapore Tourism Board

Geraldine Yeo/ Director/ Singapore Tourism Board
Ashley Tay/ Manager/ Singapore Tourism Board

AGENCY
TBWA\SINGAPORE *Lead Agency

Goh Siow Yune/ Senior Brand Director/ TBWA\SINGAPORE
Ruth Lim/Strategist/TBWA\SINGAPORE
Gao Yuanheng/Creative Group Head/TBWA\SINGAPORE
Marcus Lim/Senior Art Director/TBWA\SINGAPORE


SIXTOES TV

Haydn Evans/Executive Producer/SIXTOES TV




SUMMARY

No one cares about ads - much less ads about travel insurance. However, the Singapore Tourism Board successfully made travel insurance a part of popular culture during the Chinese New Year(CNY) travel peak season. Instead of making another insurance ad, we hijacked nineties television dramas – a staple entertainment during the CNY holidays - and turned iconic drama scenes into humorous ads that encouraged travel insurance purchase. Our campaign went viral with more than 31 million impressions delivered, and was covered by Singapore's biggest mainstream news outlets.

CASE VIDEO


Classification: National

Language: English