For: Economic Development Board (EDB)
Art Direction & Design: Daylon Soh
Copywriting: Daylon Soh
Description: The ad was conceived as part of a pitch submission. We got the insight from a quick survey that most applicants for this particular PhD students had engineering background. The client also hoped to convey a degree of prestige without sacrificing approachability.
The idea was that research breakthroughs from these clean energy and clean water PhD graduates could influence ordinary citizens to do their part in environmental sustainability.
Research is a higher calling and we believe that its ad should also inspire greatness.