Product / ServiceOCBC CARES
CategoryA05. Consumer Services / Business to Business
Idea Creation GOODFELLAS Singapore, SINGAPORE
Production GOODFELLAS Singapore, SINGAPORE


Name Company Position
Malek Ghorayeb Leo Burnett Beirut Chief Creative Officer - Campaign Supervision
Nada Abi Saleh Leo Burnett Beirut Managing Director - Campaign Supervision
Natasha Maasri Leo Burnett Beirut Executive Creative Director - Developed initial idea & led overall campaign execution
Rana Khoury Leo Burnett Beirut Creative Director - Developed initial idea & led overall campaign execution
Farah El Beaini Leo Burnett Beirut Communications Supervisor - Developed initial idea & led overall campaign execution & Led Media & PR amplification
Grace Kassab Leo Burnett Beirut Associate Creative Director - Developed initial idea and led on Arabic writing
Carl Kaed Leo Burnett Beirut Senior Art Director - Design Lead & Execution
Orson Baz Leo Burnett Beirut Digital & Social Media Director - Digital planning & delivery/ Amplification & Analytics
Nathalie Abi Hanna Leo Burnett Beirut Senior Multimedia Designer - Design & Animation
Salma Bou Matar Leo Burnett Beirut Junior Art Director - Design Execution
Nancy Haddad Leo Burnett Beirut Multimedia Designer - Design & Animation
Hadi Afif Leo Burnett Beirut Content Manager - Digital planning & delivery/ Amplification & Analytics
Rand Weld Ali Leo Burnett Beirut Communication Executive - Campaign Execution
Razan Mneimneh Leo Burnett Beirut Communication Manager - Campaign Execution
Maia Sahyoun Leo Burnett Beirut PR Executive - Online and Offline analytics
Nay Baz Leo Burnett Beirut Senior Desktop Publisher - Production
Rana Bizri Leo Burnett Beirut Studio Manager - Production
Patrick Low Goodfellas Art Direction
Patrick Low Goodfellas Copywriter
Chong Kian Guay Goodfellas Art Direction
James Lim Goodfellas Account Management
Shermin Ong Goodfellas Art Direction

Cultural / Context information for the jury

Singapore is an island-state with a 100% urban population and limited green spaces. We do not experience the four seasons, and rely heavily on air-conditioning to beat the heat. We also consume over 2 million plastic bags daily. With our growing affluence, beef consumption is on the rise, with 2020 having the highest volume of beef consumed per citizen, contributing to the increased production of greenhouse gases. This series of posters was meant to put things into perspective for Singaporeans to see what small changes they can make in their daily lives that will have a large impact. #OCBCCares aims to lead the CSR efforts in environmental protection and spread the message that small actions can have big impact, which is encapsulated by the tagline “Tomorrow's ours to save”.