THE LIFE SAVING POT

TitleTHE LIFE SAVING POT
BrandMANULIFE SINGAPORE
Product / ServiceMOSQUITO REPELLENT POT
CategoryF02. Environmental / Social Impact
EntrantTBWA\SINGAPORE, SINGAPORE
Idea Creation TBWA\SINGAPORE, SINGAPORE
Production SIXTOES TV Singapore, SINGAPORE
Production 2 EG+ WORLDWIDE Singapore, SINGAPORE
Production 3 EG+ WORLDWIDE Singapore, SINGAPORE
Production 4 CERAMIC HOUSE Singapore, SINGAPORE

Credits

Name Company Position
Gary Steele TBWA\Singapore Executive Creative Director
Hagan de Villiers TBWA\Singapore Executive Creative Director
Jimmy Neo TBWA\Singapore Creative Director
Tattoo Yar TBWA\Singapore Creative Group Head
Claudia Ribeiro TBWA\Singapore Senior Copywriter
Claudia Ribeiro TBWA\Singapore Senior Copywriter
Kenneth Choong TBWA\Singapore Senior Copywriter
Weicong Chong TBWA\Singapore Art Director
Nastasha Gotango TBWA\Singapore Account Director
Ang Keqin TBWA\Singapore Planner
Una Yoon SixToes.TV Agency Producer
Una Yoon SixToes.TV Agency Producer
Raul Davadilla eg+ worldwide Digital Retoucher
Shee Bee Heo Ceramic House Illustrator

The Campaign

The Life Saving Pot is the world’s first plant pot that stops disease-carrying mosquitoes from breeding at home.

Creative Execution

Each Life Saving Pot is a marriage of tradition and technology coming together to solve an age-old problem. First, we worked with one of the oldest surviving wood-fired kilns in Singapore to handmake clay pots. Thanks to the labour-intensive, ancient process, the shape and glaze of each resulting pot is unique. Then, we worked with traditional ceramic artists to decorate each pot in paint containing a non-toxic insecticide that has been proven to repel up to 80% of mosquitoes. But each design has a hidden story: what simply appears to be traditional Ming-style designs from afar are revealed to be hundreds of dead mosquitoes on closer look.

Indication of how successful the outcome was in the market

The on-ground and online launch resulted in a 250% increase in social media engagement, the highest ever recorded for the brand. Many people across the region asked to purchase the pot, which led us to make the pot available for sale online and in nurseries in Singapore. And as the scourge of dengue and Zika are a serious problem throughout Southeast Asia, we are currently working with artists in Malaysia and Indonesia to create additional Life Saving Pots that are culturally-relevant to each country.

Links
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