The Copywriter | DDB

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I had no ad background. No big agency internship. No chance in hell. Just delusions of literary grandeur. Taught myself the art of copy and took on any gig I could find. Jazzed up coupons and star bursts with urgent call-to-action copy before landing a bigger gig to proofread obituaries. Worked with some talented folks on some really cool brands. Had a few crazy ideas along the way. Today, I’m a writer, lateral thinker, and experimental misfit. I can’t imagine doing anything else. Enough blah-blah already.

When you need to overcompensate to prove a point



Our challenge was to launch the Sagitar in China’s saturated auto market.
The problem? The Sagitar’s design is inspired by minimalism.
That makes it difficult to appeal to Chinese consumers who are used to flash and bling.
But what we noticed was a growing disdain for the extravagant lifestyles of the elite.
This has resulted in a shift from conspicuous consumption to more understated means of expression.
So we leveraged this, and gave the Sagitar a positioning that resonated with the times:
When you have it, there’s no need to show it.

To illustrate our point, we created the polar opposite of the Sagitar - the world’s most badass limousine.

Fake it till you (barely) make it



A follow up of the epic limo ad.
It was kinda inspired by the 'Jesus' character in The Big Lebowski.
Sadly we didn't have John Turturro.

Car porn but SFW



This was aired at the Guangzhou auto show prior to the epic limo ad.

The making of Born to be Wild



Xiaomi is a mobile internet company that develops smartphones, apps and consumer electronics.
They command a cult-like following amongst the young in China.
Their belief? There's always a moment of insanity in our mundane existence.

This behind the scenes video was shot with an iPhone 5, GoPro Hero 2 and a Sony Alpha.

Minimal Book Shelf



A bookshelf with gaps at both ends.
Slot a book in the gap and it becomes a book end.
Full story at https://www.behance.net/gallery/9929527/Minimal-Bookshelf


Been a while since my last post so here goes.
Ever since I left the ad world I have a bit more time to share stuff.
This behind the scenes was shot on my iPhone 4. Remember iPhone 4?
Thought it's worth a share since I like this vintage location in Commonwealth. 

PayPal - The Joy of Simple Case Study



PayPal wanted to convince Singaporeans to use their online payment services.
Problem? Singaporeans LOVE their glitzy malls.

So we set out to remind shoppers about the simple joys of Christmas and shopping via PayPal, which include the ability to shop on the go, to bag the greatest deals, and to avoid the queues, with guaranteed security.

We created a striking campaign that simplified shopping through outdoor and in-train posters that allowed you to scan and shop on your smart phone. We supported these with eDMs and online ads with a simple promise - anyone can experience

The Joy of Simple.

The result? PayPal's volume of transactions increased by 295%.

What's Your Title?



What does your mum have to say about your job title?
Three competitive Asian mothers are innocently bragging about their children's perceived accomplishments, using dubious titles to emphasize the bad job fit that many people face in their careers.

Client: GMP Recruitment
Agency: Publicis Singapore
Executive Creative Director: Ajay Vikram
Creative Director: Robert Upton
Art Directors: James Loh, Xiulu Chua, Jing
Copywriters: Evonne Chia, Jody Yeoh
Agency Producer: Annie Ang
Client Servicing: Lena Liew, Charmane Foo, Kai Qi Khoo
Director: Yang (Momentum)
Producers: Hazel Ngiam, Pervyn Lim

Hamburg Film


I try to document my travels on film. This one's shot on iPhone 4 and edited on Final Cut Pro.
Music credits: Beat Connection

Grain - the World's Smallest Sushi



Are we so consumed by all things big that we lose ourselves in them?
What if fulfilment rests on a grain?
What if we can find purpose in small things?
Like humility, simplicity, and even significance?
Take rice, the staple food for the world. A grain so humble and infinitesimal.
Yet, a cradle of life for so many.
Seek out the small.
For within them, we find greatness.

This is a personal art project to find significance in the small.

McDonald's Made Better Integrated


Made Better Integrated Case Study

Made Better - Portraits TV Commercial

Made Better - Double Chicken McGrill TV Commercial

Made Better - Chicken McGrill TV Commercial


McDonald's Made Better Integrated
Agency: DDB Singapore
Executive Creative Director: Joji Jacob
Creative Director: Serene Loong
Art Director: Kiah Lim, Ginny Chan, Yizhen Huang
Copywriter: Jody Yeoh, Timothy Chan
Agency Producer: Karen Leong
Production: Play Films, Lava Films (food)
Director: Royston Tan, Jon Alfirevich (Lava)
Producer: Julie Chung, Carl Siahaan, Melanie Lee (Lava)
Post Production: VHQ
Audio Post: Songzu
Composer: Gerard Fitzgerald
Audio Producer: Donny Pereira
Sound Designer: Damian Waddell

Quarter Pounder National Debate


Agency: DDB Singapore
Executive Creative Director: Joji Jacob
Creative Director: Francis Ooi
Art Director: Hwee Chong Chan
Copywriter: Jody Yeoh
Interactive Team: Josephine Peh, Lydia Ong
Agency Producers: Daphne Ng, Karen Leong, Kimie Ong
Client Servicing: Cindy Poh, Peggy Ng, Yih Cheng Yak
Film Production: Two Oceans
Director: Warren Klass
Producer: Aundrea Bligh
Post Production: VHQ
Audio Post: Yellowbox Studios
Audio Engineer: Rennie Gomez
Audio Post Producer: Sarah Tang

Book Typeface





This is a collaboration with a local artist, Hwee Chong Chan.
When arranged and viewed from an angle, books can be converted into fonts.

Grey Eye on Asia




Eye on Asia is Grey Group’s annual proprietary study that looks at the hopes and dreams of the Asia Pacific region, and determines the powerful underlying trends that will shape branding and communications today and in the future. Eye on Asia is a thought leadership initiative.

Agency: Grey Singapore
Client: Grey Asia Pacific
Title: Eye on Asia
Creative Directors: Justin Lim, Koh Hwee Peng
Art Directors: Nick Tan, Elsa Peck, Tio Tit Seng
Copywriters: Justin Lim, Jody Yeoh

Pantene Color Expressions Shampoo



Agency: Grey Singapore/Hong Kong
Client: P&G (Pantene)
Title: Ironing, Fitting Room & Toilet Seat
Executive Creative Directors: Alexandre Koch, Keith Ho
Creative Directors: Koh Hwee Peng, Justin Lim
Art Director: Nick Tan
Copywriter: Jody Yeoh
Photographer: Mark Law
Producer: Anita Toh
Digital Imaging: Magic Cube

WRSCF - Wildlife Conservation




Agency: Grey Singapore
Client: Wildlife Reserves Singapore
Title: Extinction is Forever
Creative Directors: Justin Lim, Koh Hwee Peng
Art Directors: Elsa Peck, Joseph Chan
Copywriter: Jody Yeoh

Cosco Ladders



Agency: Batey Singapore
Client: Pego Far East Pte Ltd (Cosco Ladders)
Title: Garage, Ceiling & Lamp Post
Creative Directors: Koh Hwee Peng, Justin Lim
Art Director: Nick Tan
Copywriter: Jody Yeoh
Photographer: Shu Ting / Photolibrary
Digital Imaging: Magic Cube

WWF Singapore


Client: WWF Singapore
Title: Crushed
Agency: Grey Singapore
Creative Director: Justin Lim, Koh Hwee Peng
Art Director: Nick Tan, Joseph Chan
Copywriter: Jody Yeoh
Photographer: Shu Ting & Photolibrary
Digital Imaging: Magic Cube

MCYS Family TVC


Agency: ADK Singapore
Client: Ministry of Community Development, Youth and Sports
Director: Yasmin Ahmad
Creatives: Maxx Koh, Joseph Wong, Le Gill, Jody Yeoh
Client Servicing: Eugene Lim, Abby He
Production: DigiPost / MHz Film (Malaysia)
Post Production: DigiPost
Producer: Julian Sin
Audio Engineer: Ken Chong

GSK AquaFresh



Agency: Grey Singapore
Client: Glaxo Smith Kline (AquaFresh)
Title: Remote
Creative Director: Koh Hwee Peng, Justin Lim
Copywriter: Jody Yeoh
Art Director: Nick Tan
Digital Imaging: Magic Cube

NEA Anti-Dengue Campaign




TVC - Anti-Dengue Campaign (Turn Back)
Client: National Environment Agency
Agency: ADK Singapore
Creative Director: Eric Chow
Creative Head: Maxx Koh
Art Director: Dominic Chan
Copywriter: Jody Yeoh
Production: Salt Films (Two Oceans)
Director: Desmond Tan
Producer: Eric Loh
Post Production: Infinite Frameworks
Audio Post Production: AMX Audiophiles
Producer: Terence Chan
Audio Engineer: David Ong

NEA Anti-Dengue Campaign




Client: National Environment Agency
Agency: ADK Singapore
Creative Director: Eric Chow
Creative Head: Maxx Koh
Art Director: Dominic Chan
Copywriter: Jody Yeoh
Production: Shooting Gallery Asia
Director: Yang
Producer: Leollyne Teng
Post Production: VHQ
Audio Post Production: AMX Audiophiles
Producer: Terence Chan
Audio Engineer: David Ong

Internet Addiction




Agency: Batey
Client: The Center for Internet and Technology Addiction
Title: Shower, Bell & Car Wash
Creative Director: Justin Lim, Koh Hwee Peng
Copywriter: Priti Kapur, Jody Yeoh
Art Director: Luke Tay, Regina Lee, Nick Tan
Agency Producer: Annie Lim
Production: Shooting Gallery Asia
Director: Lam Yi Ren
Producer: Daniel Wong
Post Production: Digipost Singapore
Audio Producer: Julian Sin
Video Editor: Christopher Datugan
Audio Engineer: Ken Chong

The Tehelka Foundation


video
Client: The Tehelka Foundation
Title: No
Agency: Grey Singapore
Creative Director: Justin Lim, Koh Hwee Peng
Copywriter: Justin Lim, Jody Yeoh
Art Director: Elsa Peck
Photo Credits: Photolibrary

GSK Odol Med-3



Agency: Grey Singapore
Client: Glaxo Smith Kline (Odol Med-3 Floss)
Title: Strong Floss
Creative Directors: Justin Lim, Koh Hwee Peng
Art Directors: Elsa Peck, Luke Tay
Copywriter: Jody Yeoh