Turning an old cognac
to a distinct irreverent youth brand.
So much of our daily lives is listening. Having crazy conversations with people - identities differing from ourselves. Sometimes in USN, it screams we dont know what weāre doing. But in fact, its a hodgepodge of crazy people - wanting to do insane things, and managing to do so.
The Premise.
Understanding the cultural climate in Singapore, it was obvious that there would be potential pushback from creating a conventional TV spot with diverse, queer identities.
The Workaround.
Instead of the usual brand film approach, we partnered with Rice Media, a popular grassroots news forum among Singaporean youth, to create their first video series for social media.
The Results.
The 73,000 unique digital impressions led to a spike in sales and retention for the brand. The piece was picked up by notable queer NGOs like PinkDotSG, Oogachaga, and Purple Alliance, fueling the conversation on normalizing queer culture in Singapore.
Be Curious
Martell NCF
Singapore
Role: Concept Lead with William Beale, Shivram Gopinath
Agency: Ultrasupernew
I had the privilege to work with: Marc Wessling, William Beale, Jean Francois Thery, ihasamic, Sheena Cheong, Mingswee Koh, Daphne Tann, Rei Minagawa, Becca Dā Bus, Hard Rock Cafe Singapore, and the amazing crew of Rice Media 2018 (Grace Yeoh, Justin, Pan Jie, Mark Tan)
Learn more about Riot Drag Show here.