| Title | THE ULTIMATE START-UP SPACE |
| Brand | PERNOD RICARD |
| Product / Service | MARTELL VSOP |
| Category | B02. Special Build |
| Entrant | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Entrant Company: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Advertising Agency: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
Credits | |
| Executive Creative Director | Hagan de Villiers/Gary Steele |
| Creative Director | Hagan de Villiers/Gary Steele/Rupert Hancock |
| Copywriter | Justine Lee/Hagan de Villiers |
| Advertiser's Supervisor | Daren Ong/Liya Zhang/Paul-Robert Bouhier |
| Planner | Catherine Koh (OMD) |
| Account Manager | Melanie Keppler/Christine Chionh |
| Account Supervisor | Jaclyn Lee/Bibiana Lee |
| Producer | Joanny Wong |
| Art Director | Simon Chew/Gary Steele/Jae Soh/Danny Teo |
| Illustrator | Simon Chew/Aggie Jin |
| Photographer | Melvin James |
| Typographer | Simon Chew/Aggie Jin |
| Other Credits | Studio Manager: Andrew Yeoh; Pre-Press Manager: Nicke Chua; Jnr Project Manager/Analyst: Jessica Ong/Gabriel Song; Social Media/Search Strategist: Kestrel Lee |
We wanted to shift Martell VSOP from a brand that showcases success to a brand that enables success. In this way, we would make it a more meaningful brand for the younger target market (25-35 year-old Chinese Singaporeans.) In essence, the creative idea was to give the ordinary guy a shot at extraordinary success. So we hired a shop space in Clarke Quay for a year, remodelled it, and presented it as The Ultimate Start-Up Space: anyone could win the space (rent free for six months), they just needed a great business idea. The actual shop space became the advertising for the campaign - projections of potential business ideas were on a constant loop, beckoning you to submit your idea for the space. In addition, two areas of the space were dedicated to product display/information and events.