National Council Against Drug Abuse (NCADA):‘Every high ends in a low’
‘Every high ends in a low’
Integrated campaign
Client: National Council Against Drug Abuse (NCADA)
Advertising Agency: Dentsu Singapore
Microsite Link Trailer Link
What the project is about
Youths today are likely to try drugs as a new experience due to media influence and the softening perception around it.
Singapore’s traditional approach of “Say No To Drugs” is no longer effective on youths. To turn things around, we decided to let youths try drugs instead. We want to take on an adult approach to the taboo topic by presenting the two truths about drugs, both good and bad. To execute this, we decided to bring the experience to the youths - Bandersnatch style.
Introducing HIGH, Singapore’s first interactive short film that lets you walk in the shoes of the main protagonist, Nick. The audience is able to make decisions on behalf of Nick to experience how ‘Every high ends in a low’. Through these choices, we want people to learn that every decision has its consequences. The short film has a total of 4 different endings.
The interactive film was first launched in ITE Central, ITE East and Singapore Polytechnic, along with a safe zone discussion. Subsequently, we launched the interactive film on a microsite and created a seamless online and offline experience that connects the audience to it.
Introducing HIGH, Singapore’s first interactive short film that lets you walk in the shoes of the main protagonist, Nick. The audience is able to make decisions on behalf of Nick to experience how ‘Every high ends in a low’. Through these choices, we want people to learn that every decision has its consequences. The short film has a total of 4 different endings.
The interactive film was first launched in ITE Central, ITE East and Singapore Polytechnic, along with a safe zone discussion. Subsequently, we launched the interactive film on a microsite and created a seamless online and offline experience that connects the audience to it.
The outcomes
01 Microsite (click here to visit the Microsite)
02 OOH set 1: Movie poster (offline)
We also created an IG filter on the @highsg account for the audience to interact with the OOH posters. Through a simple anaglyph technique, they are able to see the two sides of the different drugs by toggling between the blue and red button.
03 OOH set 2: Key visuals (offline to online)
04 Social: Online amplification, social content and engagement
To amplify reach on social, we created GIF stickers and engaged KOLs to try out our high-low facial filter. Amongst other social contents, we also held pop quizzes to encourage the audience to find out more about drug facts.
05 Additional educational tools: HIGH card decks
We also created a set of questions and role-based card games to be used in schools, together with the screening of the interactive film.
06 BTS video
The results
The microsite had 35k viewers on the first day and 11% of it returned to check out the other endings. The OOH ads had a total of 2,240 scans. HIGH will also be used as an educational material in all local schools in Singapore to increase the awareness about the two sides of drugs.
Media coverage / Articles
| https://campaignbriefasia.com/2020/03/19/dentsu-aegis-network-and-the-national-council-against-drug-abuse-singapore-aim-high-in-new-2020-campaign/ |
Executive Creative Director: Andy Greenaway
Creative Director: Jatinder Sandhu
Art Director: Joanna Lim
Copywriters: Stefanie Conceicao, Vanessa Han
Project Manager: Dee Dee Law
Senior Vice President: Eric Lee
Account Manager: Ayeshah Mirzha
Account Executive: Joleen Sim
Account Management Intern: Siddarth Prabhakar
Senior Producer: Maggie Chan
Senior Strategist: Shivendra Dikshit
Producers: Adilin Ismail, Pearlyn Ho
FA Artists: Poh Heong, Jessie Low
Production House (for print): Verb
Production House (for film): Chuan Pictures
Production House (for BTS video): Very Crafty
Film Director: Royston Tan
Film Scriptwriter: He Shu Ming
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
FWA of the day, 2022
evian : The True Source
Young Monks x Cannes x Netflix
Shortlisted, 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
FWA of the day, 2022
evian : The True Source
Young Monks x Cannes x Netflix
Shortlisted, 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