Once a predominantly print brand, SPH Magazines has transposed itself naturally from the traditional hardcopy publication to the digital format. As part of the move, a campaign was mooted to position the brand as an all-in-one media solutions provider, with direct access to a variety of audience segments — women, men and the affluent. The campaign kicked off in conjunction with FIPP Asia Pacific 2016, an international conference which assembles top business leaders and experts from the publishing markets.

To change people’s perception of the brand and introduce the stable of magazines, larger-than-life icons were illustrated to create eye-catching isometric cities, depicting the magazine titles, propositions, as well as the lifestyles of the target audience. Aptly named Network of Women, Men’s Zone and Luxury Central, the three worlds sit atop tablets to signify the brand’s move to reinvent itself as a multi-platform solution provider. The graphical diorama sums up the essence of each network, and drives home the message in a lively way.

CAMPAIGN | BELOW-THE-LINE | VIDEO

CREDITS: Creative Director – Tommy Lim • Concept & Art Director – Ahmad Sadali Ramli • Copywriter – Caroline Chew • Videography – CraveFX