Leo Burnett's 'Find your voice' campaign features digitally-altered images of local youths with giant mobile phone LED screens over their mouths.
The screens display remarks that people would feel uncomfortable saying out loud. In one execution, a girl at a club warns off a friend with the message: 'Ivy, I saw him first', while another has a forlorn-looking girl asking: 'Max, izit my butt?'
Burnett's general manager Gerard Lim said it was important for the telecoms provider to promote its SMS offer because Singapore youths tended to use their mobile phones for SMS rather than actual calls.
The striking images have been plastered mainly on hoardings within Singapore's Mass Rapid Transport system.
