For: Infocomm Development Authority of Singapore
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
The ad was conceived as part of a pitch submission. We distilled the brief to two actionable insights. One, the two most commonly used Contactless e-Purse Application (CEPAS) cards are NETS FlashPay and EZ LINK. Two, Singaporeans are driven to use a new technology when convenience and rewards are introduced together.
The visual and copy plays with the idea of duality and contrast. Minimalistic visuals and lean copy was key in expressing the joy of convenience and rewards for the general public.