RESORTS WORLD CRUISES: BRAND IDENTITY
Brand StrategyCopy Editing
Proof Reading
Conceptualising
Aiming to move away from more traditional cruise vacation branding, Resorts World Cruises partnered with Wunderfauks to revitalise & refresh the RWC brand for digital, print, and social media marketing. We aimed to portray RWC as a top-of-the-mind brand that is fun, exciting, and most importantly, hassle-free.
Based on qualitative and quantitative research provided by RWC, we identitified customer profiles based on their varied demographics. This diversity in customers was then used as a jumping off point for determining common threads: the desire for exclusivity, luxury, and assorted vacation packages.
We then identitified existing pain points in RWC’s brand identity, and proposed an evocative sense and experience-based framework to RWC’s new brand identity. These include a new motif, refreshed visuals and photography, curated tone of voice, and a new tagline.
RWC’s new signifier is adapted from their logo to represent a signature.
While this does not explicitly replace their iconic and recognisable brand logo, this motif will be used as a watermark in all creative assets to amplify brand recognition to guests and act as a brand identifier. With the three “high” points of the “W”, it highlights 3 key experience pillars that RWC has to offer: Do what you love, Experiencing as One, and Love Yourself.
SINGPOST: ENCHANTING WORLD OF ADMAIL
Content WritingCopy Editing
Proof Reading
Conceptualising
Brand Strategy
Inspired by the endless whimsy of Alice in Wonderland, Wunderfauks led Singpost’s Admail campaign with a new microsite and updated information sheets for B2B advertising solutions.
As the main copywriter, I accompanied the designers in doing qualitative brand, consumer, and market research to craft compelling content and visual narratives for both brand identity and campaign them. This included updating exisiting copy to fit the campaign, as well as writing and adapting expanded on-theme content for various outlets such as promo kits, EDMs, and marketing calendars.
As the main copywriter, I accompanied the designers in doing qualitative brand, consumer, and market research to craft compelling content and visual narratives for both brand identity and campaign them. This included updating exisiting copy to fit the campaign, as well as writing and adapting expanded on-theme content for various outlets such as promo kits, EDMs, and marketing calendars.
APPLEFOX CIDER: WHAT THE FOX, SINGAPORE?
Account Servicing
Casting
Talent Liaison
Storyboarding
Breaking into the Singaporean market with a tongue-in-cheek, socio-political music video featuring influencers (Dee Kosh, Annette Lee from SGAG, etc), up-and-coming rap group Mediocre Haircut Crew, and mixed by underground heavyweight prodcuer Fauxe.
Creative Agency: UltraSuperNew
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"What the Fox, Singapore?" is our way to reach millennials through a shameless parody of influencer marketing, branded content and hilarious commentary on Singapore and its shortcomings. It’s a wild ride of mixed media animation and the who’s who of Singaporean influencers and misfits, packaged into a catchy song which references social media scandals, viral content and trending topics in 2018.
The music video's cast features those who regularly embrace and celebrate their mischievous or weird natures, and have made memorable moments and news – influencers, YouTube personalities, online music stars, actors, nightlife-lovers and comedians.
The film references stories such as oBike closing down, the controversial SGInstababes Patreon page, Singapore’s slightly comedic obsession with covered walkways, a curious bus bench theft, and the bizarre S Hook Lady.
Inherently Singaporean characteristics that often provoke a WTF reaction also feature in the film – the very noisy Koel birds Singaporeans wake up to every morning, complaining about how expensive Singapore is, Singapore’s obsession with salted egg things, forum letters in newspapers, and much more.
“...Creating a strange but fun music video while establishing a new world of branding for AFC made us feel like kids in a sandbox. Reflecting and celebrating recent events and insights integral to the hearts of Singaporeans were fascinating to see together too. It was a great reminder that Singapore is a very mischievous place full of lovable misfits...”
The soundtrack was created by underground heavyweight producer, Fauxe, with rappers Mediocre Haircut Crew, and features folk singer-songwriter, Annette Lee.
Featured on:
CampaignAsia : Two Ways How Your Brand Gets Singapore
Creative Agency: UltraSuperNew
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"What the Fox, Singapore?" is our way to reach millennials through a shameless parody of influencer marketing, branded content and hilarious commentary on Singapore and its shortcomings. It’s a wild ride of mixed media animation and the who’s who of Singaporean influencers and misfits, packaged into a catchy song which references social media scandals, viral content and trending topics in 2018.
The music video's cast features those who regularly embrace and celebrate their mischievous or weird natures, and have made memorable moments and news – influencers, YouTube personalities, online music stars, actors, nightlife-lovers and comedians.
The film references stories such as oBike closing down, the controversial SGInstababes Patreon page, Singapore’s slightly comedic obsession with covered walkways, a curious bus bench theft, and the bizarre S Hook Lady.
Inherently Singaporean characteristics that often provoke a WTF reaction also feature in the film – the very noisy Koel birds Singaporeans wake up to every morning, complaining about how expensive Singapore is, Singapore’s obsession with salted egg things, forum letters in newspapers, and much more.
“...Creating a strange but fun music video while establishing a new world of branding for AFC made us feel like kids in a sandbox. Reflecting and celebrating recent events and insights integral to the hearts of Singaporeans were fascinating to see together too. It was a great reminder that Singapore is a very mischievous place full of lovable misfits...”
The soundtrack was created by underground heavyweight producer, Fauxe, with rappers Mediocre Haircut Crew, and features folk singer-songwriter, Annette Lee.
Featured on:
CampaignAsia : Two Ways How Your Brand Gets Singapore
MARTELL NCF X DJARKATA WAREHOUSE PARTY
Campaign Ideation
Social Media Strategy
Brand Strategy
Social Media Planning
MARTELL Non-Chilled Filtered (NCF) is a range of cognac distilled and designed for 18-25 year old Millennials. Martell NCF is also one of the sponsors for Djarkata Warehouse Party (DWP), one of the largest dance music festivals in Asia.
Creative Agency: UltraSuperNew
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We sent out a call to action on Instagram for people to show off their craziest "Beat Drop Face", you know - that unglam, crazed look that takes over when the long-awaited drop hits and it’s fully sick.
The top 3 entries went into Public Voting, with the most liked BDF winning the grand prize of 2 DWPX Tickets, 2 flight tickets, 4D3N accommodation, and freeflow Martell NCF.
Additionally, the winners documented their DWP experience on Martell NCF's Instagram Stories. This not only drove traffic to Martell's Instagram page, it facilitated greater interaction with their target audience and further cemented Martell NCF as a Millennial-focused, fun go-to alcoholic drink.
Creative Agency: UltraSuperNew
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We sent out a call to action on Instagram for people to show off their craziest "Beat Drop Face", you know - that unglam, crazed look that takes over when the long-awaited drop hits and it’s fully sick.
The top 3 entries went into Public Voting, with the most liked BDF winning the grand prize of 2 DWPX Tickets, 2 flight tickets, 4D3N accommodation, and freeflow Martell NCF.
Additionally, the winners documented their DWP experience on Martell NCF's Instagram Stories. This not only drove traffic to Martell's Instagram page, it facilitated greater interaction with their target audience and further cemented Martell NCF as a Millennial-focused, fun go-to alcoholic drink.
DBS LIVE FRESH X ZOUKOUT
Account Servicing
Influencer Management
Social Media Strategy
DBS Fresh Cove is an activation piece for DBS Live Fresh Card at ZoukOut Singapore 2018.
Creative Agencies: UltraSuperNew, Space Objekt
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The influencer strategy included targeting specific niches of influencers and microinfluencers in order to reach a diverse range of people. Varsity, Fitness, Lifestyle, Beauty, and Fashion influencers were primarily targeted for pre and post event communication, as well as organising an on-site Swag O’ Clock giveaway at the event, hosted by a differnet influencer at every drop.
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Creative Agencies: UltraSuperNew, Space Objekt
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The influencer strategy included targeting specific niches of influencers and microinfluencers in order to reach a diverse range of people. Varsity, Fitness, Lifestyle, Beauty, and Fashion influencers were primarily targeted for pre and post event communication, as well as organising an on-site Swag O’ Clock giveaway at the event, hosted by a differnet influencer at every drop.
