Role: Creative Director
A series of social media campaigns created for Brother Singapore. Brother did not have strict guidelines on how to communicate their brand personality, so we decided to keep things tongue-in-cheek, lighthearted and fun.
Brother is one of the leading printer brands in Asia. However, with success comes copycats. So even if imitation was the greatest form of flattery, it was decidedly not in the company's interest. The supply of third party toners were eating into Brother's revenues and causing issues with customer devices. To combat this problem, we were tasked to come up with a fun social media campaign to educate consumers.
So we came up with the idea of the #PerfectMatch, an emotive take on how consumers can fall in love with the entire printing experience... only with genuine Brother products.
We kept all of the creatives focused on pushing that one key message.
But we didn't stop there. Our next job was to communicate the benefits of Brother scanners for businesses. And because they loved the lighthearted approach so much, they wanted to adapt it for the campaign as well.
So we came up with the idea of framing the scanner as not only a great choice for the office, but the best colleague, ever.
For a more serious take on B2B, we adopted a different creative approach.
To celebrate Brother's success in APAC, they tasked us to come up with a series of creatives that commemorates their presence in Asia while highlighting their leading position in ASEAN countries as tracked by international intelligence firm, IDC.
Communicating several propositions in a single visual is difficult. So we decided to combine the different elements of what best represented each country together in a single key visual.
The resulting visuals weren't just visually arresting - they communicated the propositions succinctly.
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