SPH iiNK Awards was Singapore’s premier award show which honours the creative industry’s brightest for their works across SPH’s multi-platforms. For 2016, a campaign was initiated to tap on the innate human desire to be famous and appreciated. It urges rising stars to emerge from the crowd of ordinary faces and step into the spotlight.

Three illustrators were engaged to create portraits of past winners who are recognizable faces in the advertising industry. They were incorporated seamlessly into the crowd of ordinary faces, with tongue-in-cheek headlines that teased the audience, urging them to not be another “What’s-his-name?”, “So-and-so” and “Who’s-that-one?”, but to stand out with their works.

The print ads also incorporated SPH Augmented Reality element to engage the audience. Readers were encouraged to download the SPH AR app and spot the recognizable professionals in the crowd, for a chance to win a staycation at the South Beach Hotel. The eye-catching design was carried through on the website, which also featured a suite of 22 videos of top creative personnel. To reinforce the call-to-entry message, posters printed on reflective paper were delivered to creative and media agencies. Recipients will see their faces reflected on the poster with a copy that taunts: “You could be the next winner of SPH iink Awards.”

CAMPAIGN | DIGITAL | EVENTS

CREDITS: Creative Director – Tommy Lim • Concept & Art Directors – Ilene Meiling Munas / Ahmad Sadali Ramli • Copywriter – Caroline Chew • Illustrators – Kwek Wei Beng / Hidayah Ros / Noel Rosales