The SPH iink Awards 2012 Grand Prix prize was awarded for the “Essentials” campaign created for insurer NTUC Income, which equated life insurance with essentials like rice, bread and m
ilk.
The campaign, developed by BBH Asia Pacific, aimed to reframe insurance as an affordable and accessible option for the general public in Singapore. PHD Singapore was the media agency involved in the campaign.
Organised by Singapore Press Holdings (SPH) the iink Awards was originally launched to celebrate the best print advertisements, but it now also covers advertisements in the whole spectrum of SPH media platforms—digital, radio and out-of-home. (The extra "i" in "iink" is meant to reflect the interactive media.)
Leslie Fong, senior executive vice-president marketing division at SPH, said, "Even though the bar gets raised higher each year, we continue to be amazed by the originality and ideas we find in the entries."
Around 300 industry figures attended the event, which was held at Avalon in Singapore.
