Eugene Cheong, who spent a decade as regional chief creative for Ogilvy, is also a member of Singapore's Church of our Savior. The recently renovated church has a big slate of events planned, and asked Cheong to help get the word out.
The result is the still-image campaign above, which is running on billboards, postcards and fliers, as well as Facebook and Instagram.
“When you think of church, the word ‘boring’ rushes to mind in capital letters,” Cheong said. “We wish to challenge the misconception.”
Cheong worked pro bono, and the campaign also involved Francis Wee of Blak Labs and illustrator Michael Ng of Mindflyer.
Cheong told Campaign Asia-Pacific he has not exactly joined Blak Labs. "The folks at Blak Labs are dear friends of mine," he said. "They are hosting me. So if I land a chunky project, I can scale up in an instant." He has done a couple of "fairly big" projects with Blak Labs, such as launching beauty brand Natura in Malaysia—work that also involved GUT Sao Paulo, who Cheong also termed good friends.
"There’s nothing quite as powerful as working with like-minded people who like each other," Cheong added.
Agency: Blak Labs
Client: Church of Our Saviour
Copywriter: Eugene Cheong
Art Director: Francis Wee
Illustrator: Michael Ng, Mindflyer
Designer: Cindy Tan
Media Planner: Debbie Wee, Instamedia Labs
Communication Executive: May Lim
Executive Pastor: Eunice Wong