| Title | THE LAMPPOST PROJECT |
| Brand | The Looms Workshops |
| Product / Service | INNOVATION |
| Category | A01. Creation of a new Brand Identity |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Idea Creation | DDB GROUP SINGAPORE, SINGAPORE |
| Additional Company | SINGAPORE ASSOCIATION OF MENTAL HEALTH, SINGAPORE |
| Additional Company 2 | THE LOOMS WORKSHOPS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Neil Johnson | DDB Group Singapore | Creative Chairman |
| Chris Chiu | DDB Group Singapore | Chief Creative Officer |
| Mahesan M | DDB Group Singapore | Creative Director |
| Sharon Goh | DDB Group Singapore | Associate Creative Director |
| Lee Chee Kean | DDB Group Singapore | Chief Visualiser |
| Jabez Koh | DDB Singapore | Videographer |
| Yuan Jia | DDB Singapore | Art Director |
| Sophia Choo | DDB Group Singapore | Account Executive |
| Justin Tan | DDB Group Singapore | Head of Creative Services/Partner |
| Ng Mei Kit | DDB Group Singapore | Project Director |
| Andrew Candraditya | DDB Group Singapore | Senior Solutions Manager |
| Jean Kim | DDB Group Singapore | Head of Project Management |
| Nicholas Chan | DDB Group Singapore | Project Executive |
| Amanda Tan | DDB Group Singapore | Agency Producer |
| Jolene Quek | DDB Group Singapore | Marketing Director |
The idea was to transform something so significant and integral to our national pride into something that would serve a higher purpose after the National Day celebrations. After the National Day celebrations, the lamppost banners and flags were up-cycled into reversible tote bags with the proceeds going to less privileged Singaporeans. The significant aspect was that the the bags would be sewn by the very people who would benefit from them. Thus, adding a unique touch to the concept of charity.
The LampPost Project is an up-cycling effort that transformed used National Day lamppost banners and flags into reversible tote bags for charity. The bags kept the integrity of the original design. They featured re-imagined designs that were fashionable enough for the trend conscious. Thereby achieving a unique fusion of national pride and great design.
1. The LampPost bag was a hit with all Singaporeans with every bag sold within hours of the launch (without a single media buy). 2. Hundreds of people are on the waiting list for the next batch of the LampPost reversible bags. 3.The LampPost Project made the front page of the national daily, Straits Times. It was also headline news in publications such as adobo, Campaign Brief Asia, i-Weekly, Marketing Interactive and was a trending topic on National Day. 4. Social media was abuzz with news of the LampPost Project. Senior members of the government praised the initiative and shared links to The LampPost Project website, including The Prime Minister’s wife, Mdm Ho Ching.
The strategy had three parts to it: • The first was to tap into Singaporeans' intense national pride by using an item that was an integral part of our national pride • Then we appealed to their sense of compassion and their natural tendency to help those who were less fortunate than them • The deal was sealed by producing tote bags that were simple, practical, yet cool enough to be Instagram-worthy Hence, the #DogoodLookgoodFeelgood • The bags were sold out within hours despite not a cent being spent on media buys.