Title | MOODCUBE |
Brand | SINGAPORE HEALTH PROMOTION BOARD |
Product / Service | MENTAL WELLNESS |
Category | A05. Alternative Media |
Entrant | OGILVY SINGAPORE, SINGAPORE |
Entrant Company: | OGILVY SINGAPORE, SINGAPORE |
DM/Advertising Agency: | OGILVY SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
STEVE BACK | OGILVY SINGAPORE | CHIEF CREATIVE OFFICER |
TROY LIM | OGILVY SINGAPORE | CREATIVE DIRECTOR |
JON LOKE | OGILVY SINGAPORE | CREATIVE DIRECTOR |
ADRIAN YEAP | OGILVY SINGAPORE | COPYWRITER |
TROY LIM | OGILVY SINGAPORE | COPYWRITER |
CINZIA CROCIANI | OGILVY SINGAPORE | ART DIRECTOR |
JON LOKE | OGILVY SINGAPORE | ART DIRECTOR |
ALVIN CHIN | OGILVY SINGAPORE | PRODUCER |
ADRIAN CHUA | MAKERS | PRODUCER |
SEEYANG CHUA | OGILVY SINGAPORE | ART BUYER |
SHIRLEY TAY | OGILVY SINGAPORE | ACCOUNT SUPERVISOR |
VERNON VASU | SINGAPORE HEALTH PROMOTION BOARD | ADVERTISERS SUPERVISOR |
KIM TAN | OGILVY SINGAPORE | ACCOUNT MANAGER |
HARISH NAMBIAR | OGILVY SINGAPORE | ACCOUNT MANAGER |
SONAL NARAIN | OGILVY SINGAPORE | PLANNER |
HUIWEN TOW | OGILVY SINGAPORE | PLANNER |
ROBERT GAXIOLA | OGILVY SINGAPORE | EXECUTIVE CREATIVE DIRECTOR |
Teenagers in Singapore are a bright bunch. But high IQ doesn’t mean high EQ, an increasing number of them turn to violence, self-mutilation and even suicide due to mental and emotional issues. The Singapore Health Promotion Board needed to let them know that their peers all face similar growing pains – they are not alone in how they feel.
At every corner of every youth hangout, teens plugged into Moodcubes – mobile playlists of their generation, and connected effortlessly to their peers through the emotive power of music.
We collated the emotional zeitgeist of 66,000 teenagers across the nation through a social media application, boiled them down to 400 feelings and collaborated with Universal Music to translate those adolescent tears and fears into 400 songs.
In 4 months, 57,680 teenagers plugged into their emotions and shared them online. Health Promotion Board’s youth mental health webpage saw a tenfold increase in the number of visitors.