Ex Ogilvy creative leaders Eugene Cheong + Francis Wee team to show the lighter side of Christmas in campaign for Church of Our Savior
Christmas time is a busy time, especially if you’re a church.
Church of Our Savior (COOS) in Singapore planned a month of activities running right through Christmas time to ‘light up’ the festive season and the church’s brand new building.
“After 30 months of construction, the church building is now bigger, better and brighter,” said May Lim, COOS senior comms executive. “Our aim is for the church to be a third space for people of all walks of life to come, play, sing, exercise, have coffee, chat, laugh, hang out, make friends and become, hopefully, a community.”
The church asked one of its members, Eugene Cheong, former CCO of Ogilvy Asia Pacific, to help out.
“When you think of church, the word ‘boring’ rushes to mind in capital letters,” said Cheong. “We wish to challenge the misconception.”
To dispel the notion that church is formal, proper and unexciting, Cheong together with Francis Wee, former ECD of Ogilvy Singapore, and Michael Ng of Mindflyer, devised a campaign that’s witty and a visual smack in the face. It’s a campaign that presumes that the audience is intelligent, visually literate and well-informed.
The campaign starts in mid-November and the ads will appear on billboards, postcards and flyers. To reach millennials, the work will also run on FB and IG social media platforms.
Agency: Blak Labs Singapore
Client: Church of Our Saviour
Copywriter: Eugene Cheong
Art Director: Francis Wee
Illustrator: Michael Ng, Mindflyer
Designer: Cindy Tan
Media Planner: Debbie Wee, Instamedia Labs
Communication Executive: May Lim
Executive Pastor: Eunice Wong