AL Portfolio 2016–2018 Part A by Alexander Ng

a alexander ng

portfolio

2016 to

2018 part

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Main TVC Video Ice-cream (Japan) areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards roles : Art Direction, Design, Story Boarding Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi producer / film director: Roslee Yusof freeflow productions

The Multi-Currency Account offered by DBS Bank lets customers use their Visa Debit Card to access 12 foreign currencies, including the Singapore dollar anytime, anywhere, via one account. Customers can transact at their preferred rates, pay in 11 currencies overseas and skip the foreign exchange fee. Our team came up with a video storyline based on a quirky, earnest Singaporean tourist who tries to blend in like a local. The character attempts to speak like a local to a straight-faced owner of an ice-cream parlour – with hilariously disastrous results. Lost in translation, he flips out his DBS Visa Debit Card to rescue himself., To give the campaign a distinctive and memorable look, we adopted a semi-surreal, symmetrical framing and used creamy, pastel hues. The result was a fun, catchy and memorable campaign that communicated the key benefits of a serious product.

Ice-cream ( Japan) Campaign Launch Video / TVC 45 Seconds in Cinema Commercials

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Main TVC Video Ice-cream (Japan)

Social Facebook Video

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)

Facebook social contest 1 15 seconds Engagement Video

Teaser video

Teaser ends half way

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)

Reveal video after 2 weeks

Full video reveals

Facebook social contest 1 15 seconds Engagement Video

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)

Facebook social contest 2 15 seconds Engagement Video

Teaser video

Teaser ends half way

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch Social Engagement Ice-cream (Japan)

Reveal video after 2 weeks

Full video reveals

Facebook social contest 2 15 seconds Engagement Video

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Full Page Press Ad

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Lighted Bill Board in the Central Business District ATM Posters and Screens and Digital Posters in GV Cinema

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Digital Online Banners

Pweb Banner on DBS web page

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Digital Online Banner

Pre-Launch Facebook Post

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Direct Mailer Enclosed

Electronic Direct Mailer for the Mass Customers

Electronic Direct Mailer for Treasures Customers

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch

Direct Mailer Pulled and Revealed

Electronic Direct Mailer for Private Bank Customers

Electronic Direct Mailer for Treasures Private Clients Customers

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign TVC Video Snapback (New York) areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards roles : Art Direction, Design, Story Boarding Visualization and Brand Overview creative group head lead / writer: Juliana Koh cd: Francis Ooi producer / film director: Warren Klass abundant productions

The Multi-Currency Account offered by DBS Bank lets customers use their Visa Debit Card to access 12 foreign currencies, including the Singapore dollar anytime, anywhere, via one account. Customers can transact at their preferred rates, pay in 11 currencies overseas and skip the foreign exchange fee. In this follow-up campaign, we find the Singaporean tourist on the streets of New York, with its hip-hop culture and snapback hat stores. He attempts ghetto speak with a classic street smart, hip hop influenced store manager while checking out a snapback hat that costs US$100. He finds the hat at a cheaper price online, even though it’s not in the colour he wants, and immediately pays with his digital DBS Visa Debit Card in the local currency. In a twist, the price of the hat drops at the store. Again, the DBS Visa Debit card saves the day as our character whips out his card and pays like a local. To give it a distinctive memorable campaign look, we adopted a semi-surreal, symmetrical framing with a touch of a hip-hop detailing. The result was a fun, catchy and memorable campaign that communicated across the key of benefits of a serious product.

Social Facebook Video

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign TVC Video Snapback (New York)

Snapback (New York) Campaign Launch Video / TVC 45 Seconds in Cinema Commercials

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Snapback (New York)

Lighted Bill Board in the Central Business District

Digital Online Banner

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Snapback (New York)

Light Box OOH At the Arcade Raffles Place Pweb Carousel Banner on DBS site

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch TVC Video Ice-cream (Japan) : Behind the Scenes

Behind the Scenes for Ice-cream ( Japan)

DBS Multi-Currency Account DBS Visa-Debit DBS Campaign Launch TVC Video Snapback (NY) : Behind the Scenes

Behind the Scenes for Snapback (New York)

DBS Private Bank Brand refresh areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Art Direct Photography, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson

Pweb Carousel and Product Pages on DBS Site

DBS Private Bank Brand refresh

Team Member’s Individual Profiles

DBS Private Bank Brand refresh

DBS WealthFeed Branding & Campaign Launch

In a world where content is king, we set out to turn content into customers. Engaging, easy-to-understand financial content, served and targeted on social media introduced DBS Treasures to a new audience.

areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson

Video Content

DBS WealthFeed Campaign Launch & Branding

Facebook Posts

PWeb Carousel Banner

PWeb Article Page

DBS WealthFeed Branding & Campaign Launch

Facebook Posts

PWeb Article Page

DBS WealthFeed Campaign Launch & Branding

Content Style Guide

DBS Win the Suite Life Branding & Campaign Launch

areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview cd: Chris Chui, Vincent Lee, Derek Chia and Chris Lim copy lead: Rachel Chu cco: Neil Johnson co-art: Sarah Inez

Turning holidays into SIA Suites tickets brought back some of the glamour and charm of travel. Application on Traveller Shield As the campaign progressed successfully, we refreshed the creatives aligning them with Live More, Bank Less.

Key Visual with Animated Graphics

EDM

Instagram Stories

Facebook [ Remarketing ]

In-Branch Digital Poster

Facebook [ Conversion ]

DBS Win the Suite Life Branding & Campaign Launch

Key Visuals on Instagram Stories Facebook Linkshare

PWeb Product Page

In-Branch Digital Poster

DBS Live more, bank less Re-branding & Campaign Launch

A whole new approach to banking. Live more, bank less was our simple yet powerful promise. After all, the quicker and simpler we make banking, the more time people can spend being with those they love, and doing what matters most. And that’s what we focused on – more life, less bank. Made possible with smart digital solutions.

Full Page Press Ad, ST Life Section Launch Cover Wrap

Inside Front Cover

Campaign Launch Ethos Video

DBS Live more, bank less Re-branding & Campaign Launch

Screen Wrap outside Chevron House at Raffles Place

DBS Branch Merchandising DVC Campaign Launch

areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking roles : Art Direction, Design, Visualization and Brand Overview cd: Derek Chia and Chris Lim cco: Neil Johnson and Chris Chew

Branch Supergraphics

EDM

Branch Supergraphics, ATM and Digital Posters

POSB Branch Merchandising DVC Campaign Launch

Branch Supergraphics

EDM Branch Supergraphics, ATM and Digital Posters

Škoda Pitch and Campaign Launch

areas : Campaign Launch Pitch client : Škoda Auto roles : Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson art in colab: Ivan Yeh, Sarah Inez, Lynn Hew and Jevanti writer: Juliana Koh & Grace Lim

Launch Activation Ground at Marina Bay

Launch Facebook Post

Škoda Pitch and Campaign Launch

Bill Board along AYE and Kepple Road

Facebook

Website Landing Page

Škoda Pitch and Campaign Launch

OOH and Supergraphics in Škoda Singapore’s Showroom

Škoda Pitch and Campaign Launch

Interio OOH and Supergraphics Design

OOH and Supergraphics in Škoda Singapore’s Showroom

Grab and Škoda Collaboration

DBS ESSO MasterCard DBS Brand Refresh & Campaign Launch areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking & Cards ESSO ExxonMobil Singapore roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks cd: Francis Ooi

Full Page Press Ad