Heineken | Know What's Good | Singapore

For those that suffer from Monday blues, Heineken Singapore is aiming to change that to make people look forward to the first day of the week. 

The TGIM project is linked to Facebook and allows people to share their feelings on the traditionally gloomy day while acting as a motivating platform. Other tools on the site include Heineken survival kits and wallpaper downloads.

‘Heineken Monday butlers’ is an activation platform that will launch from April 26. These helpers will linger around the Central Business District of Singapore.

The helpers will offer services such as carrying bags and delivering breakfast to office workers. Other programmes include "Easy Monday" and "Monday Bites" to be launched at bars that will feature international DJs until May.

“Mondays have long been synonymous with ennui, a malaise that affects working adults all over the world. But it doesn’t have to be that way,” said Wong Mei Wai, head of marketing at Asia Pacific Breweries Singapore.




Credits:
Project Know What's Good
Client Asia Pacific Breweries Singapore
Creative agency Publicis Singapore
Art directors Neo Shiyi, Karl Ng
Copywriters Aw Jet Chin, Selena Soh
Activation agency iris Experience
Art directors Subha Naidu, Chris Shie, Echo Tan, Vincent Tay
Copywriters Shehan Karunatilaka, Roger Yong, Aaron Lee
Production Eam Sumati, Jane Killick
Digital creative Candice Koh
Digital production Kwan Heng Yuan, Teo Yu Lun
Public relations agencies Bates 141 Singapore, APBS Corporate Communications
Media agency Mindshare Singapore
Exposure Online, events