BBH Singapore is getting back to the business of culture via Second Skin innovation
The post-pandemic world has businesses rethinking the workplace. While companies gear up to bounce back, many are reckoning between new and old ways of working. And after months of isolation, rigidly scheduled conversations, and getting to know co-workers through a screen, one key part of the equation is culture.
For BBH Singapore, the answer is in innovation. The advertising agency unfolds a fresh approach to employee handbooks with Second Skin, a raincoat designed to tell the story of BBH Singapore’s unique culture, work, and people.
BBH’s 10 principles are stitched into the left inlay, to be kept close to heart. A custom inner pocket perfectly holds the BBH Moleskine notebook for ideas on the go. Mental wellness policies and resources are listed in clothing care labels, while tips for expense claims can be found in wallet pockets. Scannable codes scattered throughout the raincoat lead employees to a leave application guide and the office Spotify playlist. There’s even a secret day-off hidden within the seams.
Second Skin makes connecting with employees and creating a sense of belonging an experience. Each panel is a space to discover what BBH is about, from the company ethos to everyday work life. Designed for irreverence, Second Skin also sets the tone for the creative company’s approach to work.
Sascha Kuntze, Chief Creative Officer at BBH Singapore, said: “Culture eats strategy for breakfast. It is the single most powerful force of any company. And yet it is in danger of getting lost in hybrid work environments and ‘the new way of working’. It is important that we keep innovating how we seed and fertilize it. Or else we will be on the breakfast menu.”
Made in partnership with local cult brand and merch makers Laughing Tiger, Second Skin is exclusively available for BBH Singapore employees.
Credits
Chief Creative Officer: Sascha Kuntze
Chief Strategy Officer: Chris Chalk
Executive Creative Director: Khairul Mondzi
Executive Creative Director: Janson Choo
Executive Producer & Head of Production: Wendi Chong
Associate Head of Art: Sid Lim
Art Director: Christine Lim
Copywriter: Gwendolyn Lee
Junior Art Director: Jonathan Chen
Account Manager: Angel Fadila
Senior Account Executive: Helena Liang
Production Partner: Laughing Tiger Manufacturing Pte Ltd
Photography Partner: Vincent Ng
