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Beyond Social Services

Rearranging Lives

Agency: Publicis

Description

In a meritocracy like Singapore's, juvenile delinquents are often stigmatised, seen as hopeless and having no future. To get more volunteers for its youth rehabilitation programmes, Beyond Social Services wanted to show that a juvenile delinquent can become a useful member of society with everyone's support. To express this powerful idea, we used the exact same letters to rearrange a negative past into a positive future. Each "rearrangement of lives" is visualised with arresting typography to grab maximum attention.

This professional campaign titled 'Rearranging Lives' was published in Singapore in April, 2013. It was created for the brand: Beyond Social Services, by ad agency: Publicis. This Print medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 9 years ago.

Credits

Advertising Agency: Publicis, Singapore
Worldwide Creative Director: Erik Vervroegen
Chief Creative Officer: Ajay Thrivikraman
Associate Creative Director: Kris Ng
Art Directors: Jia Ying Goh, Bastien Grisolet, Pei Ling Ho
Copywriters: Pei Ling Ho, Jia Ying Goh
Graphics: Johnson Banks
Art Buyers: Jean-Luc Chirio, Lauriane Dula
Associate Account Director: Christabel Fernandes

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