Departing from the traditional free-to-air TV platform, the pro-bono campaign aimed to reach youths through outdoor channels including poster ads at bus shelters and a series of short films n cinema halls and on TV Mobile - TV service on buses.
The campaign’s four mini-films featured untrained talent depicting true-life stories of past addicts’ cases and is set to run until March 2009. The videos are shot in a documentary-style to bring a more raw and realistic touch to the campaign.
Credits:
Project Choose Wisely
Client National Council Against Drug Abuse
Creative agency JWT Singapore
Copywriter Clarence Chiew
Art director Liyu Minzie
Executive creative director Ali Shabaz
Planners Esther Low, Ayesha Walawalkar
Media agency OMD Singapore
Media planner Summer Choo
Production house Play Films
Director of photography Royston Tan
Editor Randall Lee, Blackmagic
Exposure Cinema, outdoor
