The integrated campaign will run on posters, online trailers and print in The Straits Times, The New Paper and My Paper. Direct mailers and electronic direct mailers will also be sent to ad and media agencies. All tactics drive to The Pitch’s microsite.
Wild is rolling out three ads for the campaign. The visuals feature slaughtered sheep in a meat locker, including one with large slabs of raw meat and another with a chart displaying different cuts of lamb.
The agency said that the idea of slaughtered sheeps seems like a "natural scenario that ad people can relate to". The abbatoir as a key visual was an interesting way to capture attention, they said.
“Our business is already fraught with macabre language such as ‘deadlines’, ‘executions’ and having ads ‘butchered’ by clients. Which ad exec hasn’t felt like a lamb being led to slaughter - walking into a client presentation being less than prepared?” asks Yeo Ai Ling, Wild’s executive director and head of client services.
The Pitch is SPH’s reality ad awards that will be launched in March, with prizes of over $500,000 to be won. Ad and media agencies will be tasked to deliver on a brief to produce a strategic and creative campaign across various SPH multi-platform media offerings to be presented to a panel of client judges.
