The context

My team emerged as finalists in The Crowbar Challenge 2019, a 48-hour advertising competition organised by the Association of Accredited Advertising Agents Singapore (4As) in partnership with Moove Media and the National Parks Board. 

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We were challenged to generate awareness of pet adoption programmes and encourage the uptake of pet adoption, specifically of Singapore Specials (i.e. Mongrels), through an integrated marketing campaign for NParks across any of Moove Media inventories. 

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Our solution 

By boldly comparing Singapore Specials with highly sought after pedigree dogs, highlighting the loveable traits they share rather than following the conventional sympathy-driven approach, we aimed to convince our PMEB audience that adoption-ready Singapore Specials are not dirty, aggressive and disease-carrying dogs, but are realistic pet options.

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My role

I led my team in the research, insight mining and ideation process, and curated our presentation deck. We successfully pitched our fully developed communications plan within 48 hours to judges from NParks, Moove Media, Gyro, McCann Worldgroup, Fishermen, Blak Labs and J. Walter Thompson.