Brief Explanation

Advertising agencies very rarely get these sorts of briefs, the ones where you only have creativity as a tool because the budget is so constrained and media environment so controlled. Our client, a leading Singaporean cake show anted to find ways to help improve brand affinity with loyal users. And yet as an advertising agency we were deeply constrained because we could not credibly advise on the art of neither baking, nor was the budget big enough to invent new media. However, with rigorous interrogation, we came across a media element we believed was under utilized and that was the box the cake is placed in after purchase. But to utilise this space required creativity and invention. We are proud of this campaign because we believe it's a great example of how creative content and media context harmoniously comes together, both contributing to effectiveness as much as the other.