The 'Snow and rain effect' campaign featured two specially-designed boxes, showing the camera in the midst of falling snow or rain, triggered every time the taxi's brakes were applied. The judges were unanimous in their decision.
Leo Burnett Singapore creative director Tan Guan Hin said: "The message of the all-weather camera was obvious. It's a more dramatic way of showing a product demonstration." JWT now has the opportunity to send the campaign to the International Advertising Festival in Cannes in June. Other big winners were 'Pin wheel' for Thomson Washing Machine by Crush and CreAds' 'Anniversary' for Prima Deli'.
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