M1: ‘Build Your One’
Integrated campaign
Client: M1
Advertising Agency: Dentsu Singapore
What the project is about
The campaign reflects M1’s bold new move to replace all existing 19 plans with one base plan - to provide customers a greater flexibility and made-to-measure mobile plan. The ‘Build Your One’ campaign champions the different mobile user personalities in a fun and quirky way.
The outcomes
01 OOH: Key visuals
The visual mnemonic - the number ‘1’ is extracted from the M1 logo, and is personalised according to the mobile user personas.
02 Social
03 Bus Wrap
Executive Creative Director: Andy Greenaway
Associate Creative Director: Justin Kuruvilla
Senior Art Director: Paul Downs
Copywriter: Mandara Nagaraj, Crystal Chin
Art Directors: Chynna Ang, Joanna Lim, Jeanie Teo
Business Director: Pearlina Chan
Account Director: Martin Ong
Account Manager: Jeff Goh, Adeline Chiam
Account Executive: Jackson Yeo, Sarah Ng
Head of Strategy: Udara Withana
Senior Producer: Maggie Chan
Project Manager: Dawn Choong
Production House: Momentum
Illustrations: Band of Doodlers
Joanna is a concept-driven creative who believes in storytelling through gamified experiences. After obesessing over digital and prints for 6 years in school,she ventured into the world of advertising and saw it as a huge playground for endless possibilities. Today, she has worked with clients ranging from FMCG, Beauty, and Telco. Some of these brands include Disney, Lucozade, Acer, M1 and Shiseido. In her free time, she takes her film cameras out for a spin. That, or binge-watch Netflix. She always appreciates a good plot and art direction. PS: Have you watched Love,Death, Robots? ;)
Achievements
The Webby’s Awards: People's Voice Winner in Connected Products & Wearables, 2024
Markies Awards, 2024, Most Creative – Cause Marketing
Markies Awards, 2024, Most Creative – Digital
Markies Awards, 2024, Most Creative – Experiential
Markies Awards, 2024, Most Creative – Gamification Campaign
Mandai Singapore : Ranger Buddies Quest
FWA of the day, 2022
evian : The True Source
Innovative Category, Top 20
Young Monks x Cannes x Netflix, 2022
Bachelor’s Degree in Design Communication (Graphic Design),
Lasalle College of the Arts, 2016
Crowbar Awards 2016 Best of Design
‘The Commute - A Visual Bookmarking’
Participation in Tokyo Designer's Week 2015
3rd Place in Watsons Singapore Packaging Design,
Helping Hands Campaign, 2015
Diploma in Interactive Media Design,
Temasek Design School, 2013
Director's List (Top 5% in cohort),
Temasek Design School 2010 - 2011
The Webby’s Awards: People's Voice Winner in Connected Products & Wearables, 2024
Markies Awards, 2024, Most Creative – Cause Marketing
Markies Awards, 2024, Most Creative – Digital
Markies Awards, 2024, Most Creative – Experiential
Markies Awards, 2024, Most Creative – Gamification Campaign
Mandai Singapore : Ranger Buddies Quest
FWA of the day, 2022
evian : The True Source
Innovative Category, Top 20
Young Monks x Cannes x Netflix, 2022
Bachelor’s Degree in Design Communication (Graphic Design),
Lasalle College of the Arts, 2016
Crowbar Awards 2016 Best of Design
‘The Commute - A Visual Bookmarking’
Participation in Tokyo Designer's Week 2015
3rd Place in Watsons Singapore Packaging Design,
Helping Hands Campaign, 2015
Diploma in Interactive Media Design,
Temasek Design School, 2013
Director's List (Top 5% in cohort),
Temasek Design School 2010 - 2011