| Title | A MOMENT OF BEAUTY |
| Brand | GLAXOSMITHKLINE SINGAPORE |
| Product / Service | EYE MO |
| Category | A02. OTC Applications |
| Entrant | GREY GROUP Singapore, SINGAPORE |
| Entrant Company | GREY GROUP Singapore, SINGAPORE |
| Advertising Agency | GREY GROUP Singapore, SINGAPORE |
| Media Agency | MINDSHARE ASIA PACIFIC Singapore, SINGAPORE |
| Production Company | AMOK TV Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Till Hohmann | Grey Group Asia Pacific | Executive Creative Director |
| Antonio Bonifacio/James Li | Grey Group Singapore | Creative Director |
| Andrew Siebert/Darren Leong/Luis Fabra | Grey Group Singapore | Creative Team |
| Brendan Cravitz | Grey Group Singapore | Executive Producer |
| Tom Evans | Grey Group Singapore | Client Services Director Apac |
| Serene Loo/Madeline Woon | Grey Group Singapore | Regional Account Manager |
| Alew Liew | Freelance | Calligraphy Artist |
| Gijs Sanders | Glaxosmithkline Pte Ltd | General Manager |
| Oliver Parkes | Glaxosmithkline Pte Ltd | Marketing Director |
| Syed Saad Kamran | Glaxosmithkline Pte Ltd | Senior Brand Manager |
| James Teh | Freelance | Director/Dop |
| Sean Ng | Amok TV Singapore | Dop/Editor |
| Chun Yi | Frame By Frame Singapore | Assistant Producer |
| Ryan Mcguire | Cutters Inc. Tokyo | Editor |
| Steve Rodriguez | Cutters Inc. Tokyo | Producer |
| Brian Yessian | Yessian Music NYC/Detroit/LA/Hamburg | Chief Operating Officer |
| Jeff Dittenber/Dan Zank | Yessian Music NYC/Detroit/LA/Hamburg | Sound Design/Composition |
Singapore was suffering a dry spell and 1,000 forest fires were sending harmful haze to the city. On the back of this Eye Mo wanted to engage the general public - since these moisturizing and anti-irritant drops protect eyes. The slim budget (S$7,500) did not allow mass media, so we opted for ambient. On the back of this we also produced this online video. It was used to amplify reach beyond a mere street stunt. Executed as a stand alone piece of communication it was forwarded to opinion leaders and press. And it was made available to a general audience via various online platforms including of course YouTube. It is a carefully crafted and rather dramatic visual journey peaking in the core message of the entire campaign: "Don't let you eyes go dry. Use Eye Mo." Asian calligraphy craft featured in a modern style with a specially composed soundtrack are used to deliver this message. The film played a crucial role in making this a highly successful integrated campaign. The campaign had an aggregated reach across all tools of 32,402,878 people in APAC (2,315,000 in Singapore = 45% population). Advertising value: S$70,465. PR value: S$211,390. ROI of over 3000%!