For: Kraft Asia
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
Planner: Daylon Soh
The ad was conceived as part of a pitch submission. We got the insight from a quick survey that Singaporeans use cream cheese for cooking and share their recipes among friends. The product has always used female angels for its past campaigns with “A little taste of heaven” as its tagline and we chose to reuse these elements to leverage on the brand.
The tagline “Spread a little taste of heaven today!” acts as a call to action for the entire campaign, which was based on the versatility of the product. We suggested localised recipes and different ways to enjoy Philadelphia Cream Cheese conveniently through creative media channels.
Refer to the Slideshare presentation below for the creative strategy and full suite of collaterals developed for this pitch.