SPH iiNK Awards was an annual local advertising show that honours advertisement which have demonstrated the best use of SPH’s media platforms. What sets it apart from other award shows is that it is one of the most local event in Singapore. As a homegrown media organisation, SPH seeks to foster creative talents and ideas that originate locally.

The objective was to create a full-fledged campaign that will make the local ad community proud of made-in-Singapore creativity, with the aim to boost entries. To meet these objectives, a heartwarming campaign was launched, fronted by three iconic local characters – your friendly neighbourhood chicken rice man; the infamous car park summon officer; and a foreigner-turned-durian-seller. The three ‘unlikely ambassadors’ of local advertising are, in reality, top players from the creative and marketing industry.

The campaign ran on SPH’s integrated platforms of print, digital and outdoor for 8 weeks. The concept spreads across multiple platforms, including website, collectable direct mailers in the form of a chapalang kit, and social engagement that uses the “punk’d” reality TV format to drive the message. The heartwarming call to support local resonated with the industry players and saw an improvement in the quality of the entries which hit close to 400 – a 15% increase from the previous year. The campaign culminated in a celebration based on a uniquely Singaporean theme at School of The Arts.

CAMPAIGN | DIGITAL | EVENTS

CREDITS: Creative Director – Tommy Lim • Concept & Art Directors – Ilene Meiling Munas / Ahmad Sadali Ramli / Sebastian Lim / Michelle Teo • Copywriters – Caroline Chew / Zhu Yumei • Video – Tammy Huang / Philip Cheong • Web Programmer – Daniel Wang