Christmas Night

A blessed Christmas to one and all.

Sim Lim Square

Date: August-December 2007

Client: Sim Lim Square

Agency: Media Dimension Pte Ltd

Job: GET IT @ Sim Lim Square

Propose themes and taglines for year-end sale event

Copywriting of:
- Advertisement concepts
- Venue Display concepts
- Executive Summary
- Sponsorship Proposal
- Letter for Sponsorship (Brand Companies)
- Letter for Mass Brief (Tenants)
- Advertorial

Copyediting of:
- TVC storyboard & Radio scripts
- Lucky Draw T&Cs
- Talent Image Release Agreement

Tagline: GET IT @ Sim Lim Square

Concepts Copy: See below concepts

Why I Wrote What I Wrote:

The creative brief required a short and catchy event name, so I thought up GET! @ Sim Lim Square; G for Gadgets, E for Electronics, T for Technology and ! for impact. Using Get as the root word, I created four advertisement concept taglines Get Me Exhilarated, Get Me Emotional, Get Me Impressed and Get Me Delighted with their respective copy, depicting experiential possibilities at this sale event. Eventually, client amended the event name to GET IT @ Sim Lim Square; the taglines remained unchanged.

Deeper into the project I fine-tuned the other technical writings as listed above, from the Executive Summary to the Talent Image Release Agreement. I also did the captions for the event photos (which was kinda fun).

Status: Completed

SSP International

Date: November 2007

Client: Select Service Partner Group

Agency: Media Dimension Pte Ltd

Job:

Copywriting of recruitment flyer concepts & copy

Concepts Copy: See below concepts

Why I Wrote What I Wrote:

When I got the brief for this recruitment flyer, the graphics designer and I wanted to do something cheeky and fun as the ad was targeted at youthful, vibrant people; toyed with several tongue-in-cheek representations and realised that many of us would love to be paid while off work, hence Take a break from what you're doing and get paid for it. Though that was not really the message to be conveyed, it does catch the eye. Plus, indirectly, when you do take a break from your current job (to take up the new one on this flyer) you might just, well, get paid for it. I enjoyed creating the teaser in the brackets below it. The alternative, milder version read If you have what it takes, we'll pay you for it.

The second concept required using reflective card material for the flyer, so when someone picks up the recruitment card, he would see himself in it. The copy for this read If you like what you see, so will we. That would send folks over in no time. Also did the small-text recruitment copy on the back of the flyer.

Status: Completed

Island Resort

Date: October 2007

Client: Island Resort Singapore

Agency: Media Dimension Pte Ltd

Job:

Copywriting of inflight magazine advertisement taglines & copy

Concepts Copy: See below concepts

Why I Wrote What I Wrote:

This was to be an inflight magazine ad for a local resort, targeting at delegates to Singapore looking for a stay out of the ordinary. It started out as edit work but eventually I decided to just write new copy; much easier. The couple of lines read A boutique resort within the city. Work and play only minutes away. Modified the rest of the ad copy to suit this.

Status: Completed

Wan Chai HongKong Tea Room

Date: September 2007

Client: Wan Chai Hong Kong Tea Room

Agency: Media Dimension Pte Ltd

Job:

Copywriting of corporate signature

Why I Wrote What I Wrote:

Basically, was given a logo and the history behind it. Just put everything together nicely in a little corporate logo description paragraph.

Status: Completed

Pan-West Pro Shop

Date: September 2007

Client: Pan-West Pte Ltd

Agency: Media Dimension Pte Ltd

Job:

Copywriting of magazine advertisement taglines & copy

Tagline: Swing up to Pan-West at Sembawang Country Club.

Concepts Copy: See below concept

Why I Wrote What I Wrote:

Enjoyed doing this one. Not that I play golf but I love both visuals I had to work with – one of the greens, the other of a ball flying through a shattered window. Did some research on common golfing terms but unfortunately, client thought they weren't in tune to local golfers' jargon. Had to keep the main heading simple, but the accompanying ad copy was fun to work on. Favourite line: The grass is greener there now. Pun intended.

Status: Completed

ATF Kopitiam

Date: August 2007

Client: ATF Kopitiam Pte Ltd

Agency: Media Dimension Pte Ltd

Job:

Copyediting of corporate introduction for use on glass wall sticker

Why I Wrote What I Wrote:

Simple job of editing existing text. Some amendments on grammar and word usage.

Status: Completed

Calce

*PERSONAL PROJECT*

Date: August 2007

Company: Calce

Job: Website copy

Copyediting of:
- "Company" section
- "Quality" section

Why I Wrote What I Wrote:

Was having a hangover from Andalucia, hence surfing some Spanish fashion labels to feed my craving when I chanced upon this company selling zapatos (shoes). Read the English copy and found some irregularities with the sentence structure so I edited it and emailed it over to them, complimentary. I'm not sure why they did not use it though; perhaps just wary of free services. The original copy is still on www.calce.es, as compared to mine:

Company

At CALCE, the shoes we put to the most demanding customers' disposition are of uncommon quality. They are born of the experience, and constant evolution, of three generations of specialists and artisans.

At CALCE, you will find a range of styles suitable for various occasions, all with the same comfort, flexibility and durability that is the mark of CALCE.

With the careful selection of materials and our fabrication artisans, amongst other stringent requirements, we are able to attain our goal: to make shoes which unite both STYLE and COMFORT.

At present, we have created a new sub-brand VICTOR LANZ, which falls in stride with the current fashion trends. As always, you will know our shoes by their quality, style and comfort.

Quality

All the leathers as well as the materials employed in the production of our footwear are meticulously selected. Only those with the best qualities, controlled by our artisans, are used in the construction of the shoes we offer to our clients.

Status: Completed

Media Dimension Pte Ltd

Date: July 2007

Client: Media Dimension Pte Ltd

Agency: Media Dimension Pte Ltd

Job:

Copywriting of corporate website copy for:
- Landing page
- Our Services page

Tagline: Make your first impression the one that lasts.

Why I Wrote What I Wrote:

Copy for my resident ad house's website. Had discussions with them on corporate objectives, intended perceptions by masses and information to include. Adopted a conversational style with a dash of cheerfulness and objectivity. Particularly love the formula I invented. Check copy out at www.md.com.sg ;)

Status: Completed