Leo Burnett Singapore offer a Ray of Hope with new print work tackling problem gambling
With the opening of Singapore's first two casinos last year, Singaporeans who used to travel overseas for their gambling fix now have ready access to the betting tables - a catalyst that led to an increase in problem gambling cases. Gambling is one of the favourite activities for Singaporeans over the Lunar New Year holidays, when many are prone to trying their hand in the name of the festive period.Ray of Hope (of Christian Care Services Singapore) wanted people to know that problem gambling is just like any other psychological disorder and can be treated with proper counselling.
To do that, Leo Burnett Singapore created a set of posters that dramatised the consequences of problem gambling by using the characters that all gamblers recognise, and letting them know they don't have to fight their addiction alone. The campaign is running across press and outdoor.
Campaign Title: King, Queen & Jack
Brand/Client: Ray of Hope / Christian Care Services
Creative Agency: Leo Burnett Singapore
ECD: Chris Chiu
Art Director: Jae Soh
Writer: Colin Koh
Account Service: Eunice Wang
Project Manager: Goh Mei Yi
Exposure: Outdoor (bus shelters) and Press
Photographer/ Studio: Jeremy Wong / Nemesis Pictures
Retoucher: Evan (Magic Cube)
How is this addressing the Chinese problem gambler?
Its Alice in Wonderland visual and English copy is telling them nothing their don't already know.
No wonder Saatchi won the pitch.
At least their tvc didn't preach the obvious and gave hope to the troubled by offering a solution via a helpline.
This doesn't work at all. Try showing this to people on the streets and see how many even understand it, much less be deterred from gambling. There are tons of anti-gambling ads that are just as creative, but much more emotional and persuasive.
That said, what i can appreciate about these is the photography and DI. Nicely done in those aspects.
Saatchi Thailand did this same idea with illustration 3 years ago!
Nice one. Beautifully crafted.
The craft is nice but yes I saw another agency did this a year or so ago.
innovative