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.
Credits –
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
7 Comments
Hahaha.. spec work for a fresh creative team for hire?
Nice new format. I guess these a “social”
campaign? But wait. I can’t read the copy.
Pfft.
Proof that old dogs can’t learn new tricks. Or even improve on the same old ones.
I guess one is never too old to do a scam ad but I guess in this case, only God can judge.
I get that this can’t be definitively proved as a scam, but you know I know eh….the writing is garbage
and the art direction clearly a homage to some of the writer’s previous art directors. ‘Work your ass off’ is the
worst pun of the year…beats ‘Seattle never sounded better’ by a mile.
Some terrible work from a pair who probably see themselves as the cream of Singapore advertising.
Shame on blaklabs for allowing themselves to be dragged into this.
What? No content pillars? Coming up next, some tourism social posts similar to East Timor. With an additional member in the team… Khai.
Alright, I get it. Two “legends” trying to have a get-together to show that they can still do great work, on an open brief and with full creative autonomy for a church client. Nothing wrong with that except the work ain’t great. Retirement isn’t always a bad thing, guys.
“ To reach millennials, the work will also run on FB and IG social media platforms.” #genius