An Advertising Agency.
{A chalice (from Latin calix, cup, borrowed from Greek kalyx, shell, husk) is a goblet or footed cup intended to hold a drink.The cup for the wine of holy communion.}
“An advertising agency or ad agency is a service business
dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services.
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Who we are. Chalice is an agency that is dedicated to providing an environment for client and creative talent to partner. With a focus on results. The measurement of success is ultimately brand growth. Whether by sales, awareness or behavioural change. Client success is the single measure to an advertising agency’s success.
And Advertising is not marketing.
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The Advertising product - the skill and the craft – creates a bond with the consumer that forges a relationship, an expectation, and a sense of fulfillment or failure. It is a powerful craft that holds genius when it is right. A voice entrusted with your message, and empowered to affect behaviour and opinion. We create, maintain and grow brands. We will create and provide communication for every consumer touch point.We will tell you when you are wrong, when you overspend, when you are wasting time. And more importantly, we will respect that you know your brand better than us.
Our Client Commitment The Chalice client base, from high-end fashion to termite control, all create an opportunity to present the highest quality work. Advertising briefs are worked on by those most suited to delivering the end product. And not allocated via cost cutting, availability, or priority by client status. Our talent pool hired on project basis, allows the client to access the highest calibre of creative, as required. All under the careful brand guardianship of an Executive Creative Director and Business Director.
All of the Chalice talent are highly experienced in global and Asia-Pacific branding. As the globe becomes increasingly seamless, we understand the need for efficiencies in shared communication tools, centralisation of assets, and the need to have one consistent story in a number of voices.
At this advertising agency, the budget is respected and the constant drive to increase cost efficiencies remains at the heart of our promise. Our combined professional experience provides efficiencies in fast turnaround of quality creative because “we get it”. We’ve stripped away the layers to keep our creatives as close to the client’s business as possible. Our passion for the craft is reflected daily in the concepts and in our proactivity. Chalice is the creative cup that symbolises a global set of advertising minds that a client can drink from.
“An ad agency should be a creative playground for client and talent. Being results driven and highly professional is not compromised by enjoying what we do, being fun to be around and having a heart...” Helen.
“A client deadline is a business reality. And so is their budget.” {HELEN RASMUSSEN}
Quality creative is born from understanding the business problem, and delivering an engaging and measurable solution. At Chalice, we approach the brief from a business problem – wholistically and realistically.Working with the client from identifying the problem or opportunity, developing the brief to delivery and beyond. Our creatives work to arrive at their own proposition based on their full understanding of the brand and the business environment.
WHO WE ARE
Helen Rasmussen has had over 20 years in the advertising industry, immersed in many global brands, in a number of different markets. Having worked on high end brands, to fast turnaround retail clients, Helen has gained an industry reputation for her energy, problem solving ability, honesty and loyalty. From both Helen Rasmussen clients and creative. CEO Being a strong operator and a no-nonsense suit, Helen prides herself on client service, and true brand guardianship. Talking with clients around the world, Helen believes the advertising craft is dying on the sword of the P&L. That clients are being overcharged and poorly serviced in a difficult financial landscape. Watching big agencies deplete their own creative resources makes little sense to her. The creative product ,is afterall what the industry sell. Hence the Chalice model revolves around the talent pool.
“Helen promised me when we were looking for an agency that Chalice was different. She was right.They delivered the highest quality work, fuss free, on time and on budget, And with a clear vision for the brand going forward...� Tracey Casari, CEO WinTrust
Steve Matthews
Creative Director
“I’ve never heard of this guy” - David Abbott “I only hired him to get him out of Singapore” - Neil French Steve has spent the last 25 years in the Creative departments of advertising agencies all over the globe. His list of awards fills an A4 page but he claims he is only following his passion. This is clear in his work, often witty, but always strategic and always on-brief. Steve is also a sought-after advertising lecturer in Australia and holds workshops for the Australian Federation of Advertisers. He is also involved with managing a private design college in Brisbane. He is well networked in the industry and considers this an assett to the Chalice offering.
Our creative pool Drawn from industry professionals around the globe, our creative talent are all highly experienced, have held Creative Directorships in multinational agencies, and worked on regional and global business. Bringing to Chalice a vast talent pool with skill sets covering every possible client business category and communication medium. Servicing the client through good and bad, comes from delivering in a realistic business environment, not a world of ego and arrogance.
BRANDING
Rebrand for Breakas Beach Resort inVanuatu. Included all branding elements, fashion wear, signage, brochures and print advertisements.
Breakas Beach
Breakas Beach
Resort Vanuatu
B
B
Breakas Beach Resort Vanuatu
Breakas Beach Resort Vanuatu
Resort Vanuatu
The colour pallete was chosen from the natural ambient tones of the resort.
B
B
B
B
PRINT No tv, no phone, no kids. This could be the world’s most relaxed resort.
Think of us as an Adults Only Wet n’ Wild.
B
Breakas Beach
Resort Vanuatu
Breakas Beach
B
Resort Vanuatu
C CC C
C
CHENILLE DAY
SPA VANUATU
CHENILLE DAY SPA VANUATU
C C C C
CC CC CC CC
C C C C
BRANDING
Naming, brand identity and art direction for Chenille Day Spa Vanuatu. Chenille is the French word for butterfly. The perfect analogy for a spa.The spa is located at Breakas Beach Resort and is intended to reflect the branding of the resort.
C
CHENILLE DAY
SPA VANUATU
BRANDING
Brand Identity, print and eDM for a Papaya plantation inVanuatu.They are a part of the Breakas Group, the branding in intended to reflect the corporate look.
Who said money doesn’t grow on trees?
Low hanging fruit. (Literally.)
S P P P visit: www.lowhangingfruit.com South Pacific Papaya Plantations Ltd
S P P P visit: www.lowhangingfruit.com South Pacific Papaya Plantations Ltd
SPPP South Pacific Papaya Plantations Ltd
EVENT AND PR
Chalice created an event for an organisation in China called Thirst.This event asks fashion design students to design a range of clothing using minimal water.This event will be held throughout China in 2013. Chalice is the event originator and designed all the print and web material.
Poster works vertically or horizontally.
www.thirstfordesign.com
EVENT / PR / BRANDING
Proposal for an event designed to attract expat Chinese living in Australia. It is billed an a networking event and will take place at a spectacular resort.
The One Event. With a Chinese expatriate and Chinese Australian community of more than 669,890 (2006 Australian Census), we propose a destination-based annual event that honours the modern, forward thinking Chinese business people outside of China. It also has strong appeal to the mainland Chinese in your market.
The Coast Classic.the tasty one.
The Coast Classic.The powerful one.
This premium event celebrates all things elegant and sophisticated, the spoils of entrepreneurial thinking. The reward for these people who leave what they know to pioneer bigger lives. Far from a charitable event, this is an event of indulgence. The greatest gathering of its kind in the southern hemisphere. Tickets for the resorts capacity become a premium event sell. Golf, international entertainment acts, keynote speakers of pure success stories. Food wine, spa... pure luxury. We will source top rating performers to appear. As an event, this becomes a prime market place for possible sponsors. Property developers, education sector, food and wine import and distributors... Gatherings of foreigners living offshore are commonplace in other countries. And highly profitable. By celebrating the unity of the Chinese individuals living and working a long way from home, we provide a premium weekend gathering where all Noosa has to offer is on display. With keen support no doubt from local and state tourism and government bodies. We propose a magnificent event that brings these people together - an ambitious and truly unique experience. The One not to miss...
The 2013 Coast Classic. The One.
The 2013 Coast Classic. The One.
The The Noosa Coast Classic.
Coastal One.
The Noosa Coast Classic.
The One Event Not to Miss. The 2013 Coast Classic. The One. A golf tournament wrapped in an extravaganza.
EVENTS / PR / EXPERIENTIAL
To highlight the key attribute of the brand:‘comfort’, an event was designed to be held in a venue with air-conditioning by the host brand Trane. Billed as the Most Comfortable event in China’ it attracted the most influential property developers in China.They were persuaded to introduce comfort into the lives of their clients while wearing slippers and eating comfort food. Foot massages and scented oils were available to enhance the mood.This event will roll-out to all of mainland China by 2014.
Trane Residential Event theme: “The Most Comfortable Event in the World.”
A foot massage, that should bring some comfort.
You are about to enter the most comfortable event in the world. Enjoy.
Simple banners with logos can be hung with a fan on them to make them move. Images can be projected on to the banners and lighting can change the colour of them.
BRANDING
Brand development, naming and creative for Gold Coast residential and retail precinct.
SP3
THE VIEW SP3AKS FOR ITSELF
SOUTHPORT CENTRAL THR33
SP3 THE VIEW SP3AKS FOR ITSELF
SP3
SO SP3CIAL
SP3 SP3CTACULAR VIEWS
SP3 OPEN FOR INSP3CTION
SOUTHPORT CENTRAL THR33
BRANDING / PRINT
Brand Identity and print for property development inVanuatu.
Sur la MerVanuatu
Sur la MerVanuatu GOLF COURSE, RESORT AND RESIDENCES AT BREAKAS BEACH
GOLF COURSE, RESORT AND RESIDENCES AT BREAKAS BEACH
ECO HOME, u ECOVanuat PRICE: $
99,000.
WAKE UP ON THE BEACH. EVERY MORNING. FROM ONLY A$99,000.
LAND ONLY FROM
Sur la MerVanuatu GOLF COURSE, RESORT AND RESIDENCES AT BREAKAS BEACH
WATCH THE SUN SET AND YOUR PROFIT RISE. FROM $ .
99,000
Sur la MerVanuatu GOLF COURSE, RESORT AND RESIDENCES AT BREAKAS BEACH
2 BR ECO HOMES NOW SELLING.
BRANDING / INTERIOR / WEB / SIGNAGE /EDM
Art Direction, copy, web design, site signage, display suite design, corporate elevator ads, and eDM.
Targetted magazine advertisments aimed at a specific market, in this case airline pilots and doctors.
BRANDING / PACKAGING
Branding, print and direct mail package for property development clients.
BRANDING / PRINT / DM
Identity, direct mail and print for mobilehypnotherapist.com
mobilehypnotherapist.com
mobilehypnotherapist.com
mobilehypnotherapist.com
BRANDING / PRINT / PACKAGING
Brand Identity and original art journal for Carnelia, a discreet Swiss financial firm who commisioned this give-away, a leather bound hand-made art journal with a small illustrated (by Chalice) booklet inside.The journalss were delivered in a bespoke fabric bag to reflect the boutique nature of the company.
PACKAGING
Clockwise from right, Chenille Day Spa product range, targetted direct-mail package, Sexy Legs pantyhose range,
BRANDING / PACKAGING
Design of sub-brand for Eagle Boys Pizza catering division. Packaging to reflect tongue in cheek sentiment of formality.
Catering orders arrived in these distinctive pin-striped boxes.
Catering for real workers.
REAL catering
REAL catering
CAUSE MARKETING
Chalice have enjoyed working on many successful cause-related campaigns. Both of the ideas shown here were not only effective but gained many creative awards.
AMBIENT / EVENT / RETAIL
The oldest trick in the book - but it worked. We dressed an actor up to walk the streets of Singapore wearing a sandwich board, we filmed peoples reactions and posted them on YouTube. It became a 30 second TVC and was supported by print, POS and catalog.This campaign was highly effective and demonstrated that the brand had a sense of humour.
RETAIL/GUERILLA MARKETING
In order to compete in a competitive fast food market Chalice developed and implemented several successful guerilla style marketing campaigns for Eagle Boys Pizza. Including oversized flyers with 18 discount coupons, car door handle tags, and rubbish bins where customers could throw their competitors coupons.
GO AHEAD, MAKE MY LUNCH.
GO AHEAD, MAKE MY LUNCH.
Case studies. The following work demonstrates our ability to deliver cost-effective creative and strategic outcomes for a diverse collection of brands. We strive to achieve breakthrough solutions on all work, always with an open-minded approach to media. {Although Chalice is a new agency we’ve already managed to attract a good selection of projects, most of them so new they are either in development or production stage}
Courts is Singapores’ largest retailer of furniture and electricals.
The brand problem or opportunity: A declining Asian economy meant declining sales. A brave client Terry O’Connor took the brave step of announcing a ‘cheap’ sale. Strategy, creative and project handling by the Chalice team Helen Rasmussen and Steve Matthews. Our involvement: Helen was the strategic brains behind weekly sales events constantly monitored and highly market reactive.This was a work-intensive account which required focused service handling. A cynical consumer, in tough times and the emergence of aggressive international competitors, meant Courts had to break with tradition and do something fresh. Fast. Steve and Helen were behind the ‘cheap sale’TV advertisement. It was supported with a product catalogue, point of sale material and outdoor... each week! The results: The humour was appreciated by Singaporeans and sales increased for the first time during a recession and achieved around 30% growth in sales over budget. The client must be happy with the results - he is still running it.
Courts South-East Asia
Travelling with the mysterious Nellie the elephant these guys will be saying “cheers big ears” all over the world.
Through social media these guys will be selected as Chang Ambassadors for this unique brand promotion. Nellie lends herself to guerrila style advertising such as stencilled footprints outside public areas, as well as posters and in store material. Her footprints are uniquue.
Business problem: Chang Beer is fast establishing market share internationally. But how do we turn a working class beer into the number 1 selling beer on it’s own soil? Solution: Create a character for the brand who will travel the world with a group of every-day Thai guys. Shown here are examples of posters, outdoor, promotional items and viral marketing. The‘Internationalism’ strategy and creative were developed by Chalice. This idea lends itself to a variety of outdoor executions. It would be great to highlight the average Thai male.
Business problem: Following the tragic bombings in Bali, Singapore Airlines were confronted with empty aircraft on one of their busiest international sectors. Resulting in massive losses for the airline. How could we encourage consumers to fly to a holiday paradise in the grip of fear and grief, without discounting seats on a premium airline? Involvement: Helen headed up the recovery campaign that encouraged devotees to return to the island by working with hotels to provide free rooms, allowing them to profit from inhouse spending. Accepting that this was not a time to educate people about Bali, the campaign allowed consumers who know and love Bali to be part of the islands healing. The results: Singapore Airlines maintained three of their four daily flights without discounting their fares.Their recovery was quicker than most airlines affected by the Bali disaster.The campaign played a large role in Bali’s recovery as well.
Singapore Airlines
Business Opportunity: Singapore Airlines wanted to increase demand for economy seats and “own” the leisure travel sector, yet not compromise the quality of their premium brand positioning. By creating a fun sub - brand ‘EZ Holidays’, Singapore Airlines could partner with agents and hotel groups to promote its economy offering to families and non- business travellers, without affecting it’s high end brand positioning Solution: it’s so easy... With minimal budget, multiple markets and partnerships, Helen and her team recognised simple and fun was key. Using the song “It’s so easy” people immediately understood a getaway, at a great price would be simple, fun. Shot on various locations in China, the team used people off the street at low cost, having fun.The campaign significantly increased sales, in multiple markets, in it’s first month. Awareness had already surpassed expectation.
COURTS CUP MANCHESTER UNITED ASIA TOUR 2001
Business Problem : How does a Taiwanese tooling provider, suddenly become a credible number one laptop brand in multiple countries, in under ten years? Solution: Helen Rasmussen CEO Chalice first received the brief to test Acer’s potential as a brand in the late 90’s. It was agreed that the potential to launch Acer globally rested on results from 5 pilot sites in Asia Pacific. Launching a brand, from a country largely unknown and not trusted in the west, in a category already saturated, was a huge undertaking. The ads humanised the benefits of laptops, now copied by many brands. Before the world as we know it now of constant access, the brand positioned itself as the facilitator of reliable communications, in business in travel and leaned heavily on it’s 24 hour support. Results: Clearly, the pilot site launch was a success. Acer did go global. And is currently the number one laptop in a majority of markets.
Further Case Studies for Courts Thailand Business Opportunity: With highly fragmented media options in regional Thailand, Helen was extremely concerned about use of traditional above the line media, inconsistent results from catalogue drop, and felt the brand was not recognised, let alone liked. Solution: Helen recognised that Thais are people on the move - motorbikes, heavy traffic density and high energy made outdoor a wonderful medium. But pushing the boundary further, a unique use of the community food centres and even peoples housing integrated the brand visibly and emotionally.
COURTS CUP MANCHESTER UNITED ASIA TOUR 2001
Courts Singapore Business Problem : The Courts brand in multiple markets, has long suffered an image problem. Easy credit, with not the friendliest of terms, was creating a negative brand perception. How do we make Courts - likeable? Solution: Courts were never not on sale. And Courts were never seen to give back to the consumer. Courts needed a vehicle to drive sales, but through a consumer friendly act that could improve the brand image. Helen platformed the “The CourtsCup “- Manchester United Asia Tour in 2001. Results: Football rose astonishingly.The brand exposure throughout Asia via events and PR opportunities was immeasurable. Significant pre-season global coverage via international media not only elevated the brand status, but that of the city of Singapore as well.
The business problem or opportunity: The problem? How do you launch a new FMCG brand to 75 million people spread over a thin narrow strip of country over 1,500 kilometers long? How do you ensure consistancy as demanded by Coca-Cola USA? Solution: Simultaneous launch from Hanoi to HCMC. Supported by 127 individual pieces of communication and POS material. All to Coca-Cola’s stringent brand guidelines. Developed strong support network before launch through trade events. Involvement: Steve Matthews, Creative Director while at McCann-EricksonVietnam -- Strategy development, creative concept development, production, brand policing and film direction. Also... Art direction and design of all point-of-sale material, in-store posters, cabinet displays, mobiles for both brand and promotional campaigns. As well as... In-sell to sales teams, local bottling partners and other stakeholders. And... Promotional ideas and implementation. Organisation of sales events for trade and consumer. Results: Coca-Cola reached number 1 position within 6 months and maintains market share. 100% compliance to Coca-Cola guidelines achieved.
Coca-Cola Vietnam
The business problem or opportunity: Trane is a major global brand in the field of climate control, in fact they have heated and cooled some of the most iconic commercial and government buildings in the world.They intend to launch their product to the residential market in China. Solution: Invite developers in China to B2B events titled: “The Most Comfortable Event in the World�. These are supported at ground level with guerilla marketing, light projections and viral videos of mainland Chinese experiencing the product. Examples: guerilla, POS, event, print.
You are about to enter the most comfortable event in the world. Enjoy.
QUT University Business problem: QUT, a leading university had slipped to second place in the preferences of potential students.The brand needed a fresh approach to increase their market share. This viral/video can be viewed on the USB supplied.
Solution: Within a very limited budget Steve created a series of television and viral videos that follow successful QUT graduates around the globe.These were filmed by creative director Steve Matthews and edited on his Macbook computer.This was designed to reinforce the positioning statement of “A university for the real world� . The intention was to produce a suite of communication that had a handmade and highly believable feel.This was reinforced with web, bus shelter and print advertising. Results: In the next round of preferences, QUT became the number one choice for students in this market achieving its goal. The campaign won a Gold award in the NewYork Festival Awards for Effectiveness in its category.
chalice An Advertising Agency. At Chalice, brands are sacred. We love what we do and we respect that as brand guardians we are entrusted to deliver work with a greater voice... almost a blessing really.
Contact Helen Rasmussen: helen.chaliceads@gmail.com Contact Steve Matthews: steve.chaliceads@gmail.com