Sun Restaurant Group

Date: April 2008

Client: Sun Restaurant Group

Agency: Media Dimension Pte Ltd

Job: Corporate Portfolio

Copywriting of:
- Executive Biography
- Corporate Profile
- Restaurants write-up

Concepts Copy: See below intro from restaurants' write-up

Why I Wrote What I Wrote:

Client wanted to create a corporate portfolio, the purpose of which is to provide background information on the personality and businesses of the Group to potential landlords of his future business venues. Had the opportunity to have dinner with the boss of the Group at one of his Japanese restaurants; that gave me a clearer idea of him and his businesses. For authenticity's sake, I found out the meaning behind the Japanese name and rather enjoyed reading up on daimyo and shogun.

Honjin:本陣 /troop headquarters /daimyo's inn /exclusive Japanese eateries

Honjin, which can be translated as "Head Inns", originally refers to generals' fortresses. Gradually transformed into temporary lodgings and styled after imperial mansions of Kyoto, they were exclusive lodgings for daimyo and other representatives of the shogunate.

This sophisticated network of honjin began the traditions of extraordinary service and developed a refined level of culture - characteristic of true Japanese establishments.

Like the "Head Inns" of the past, our Honjin restaurants provide the same exclusive and impeccable service to like-minded patrons whose palates crave authenticity, right down to the simplest of seasonings.

Status: Completed

GotoSingapore Traveller Directories - Part 2

Date: March 2008

Client: Media Dimension Pte Ltd

Agency: Media Dimension Pte Ltd

Job: GotoSingapore Traveller Directories - Part 2

Copywriting of media proposal

Why I Wrote What I Wrote:

This is a continuation of the previous GotoSingapore project. Here, I drafted a media proposal which provides some introductory information on our upcoming traveller directories and complementing website to potential advertisers.

Status: Completed

Pan-West Pte Ltd

Date: February 2008

Client: Pan-West Pte Ltd

Agency: Media Dimension Pte Ltd

Job: Branding Campaign

Proposal of branding campaign taglines & copy

Concepts Copy: See below concept

Why I Wrote What I Wrote:

Client needed a crisp, contemporary style similar to TagHeuer's celebrity endorsements, so I did some research on golfing quotes coined and created variations on three taglines.

One of my personal favourites read There are no points for style, but it never hurt anyone. It implies that Pan West equips golfers with not just what they need for golfing, but also with style when golfing. Next has to be Gear up first class, play like first class which is straight to the point. Kinda like the tongue-in-cheek Other golfers prepare for disaster. Pan West golfers prepare for success too.

Status: Completed

GotoSingapore Traveller Directories - Part 1

Date: January 2008

Client: Media Dimension Pte Ltd

Agency: Media Dimension Pte Ltd

Job: GotoSingapore Traveller Directories - Part 1

Propose titles and taglines for (i) Fashion, and (ii) Entertainment directories

Why I Wrote What I Wrote:

Agency wanted catchy titles and short-n-sweet taglines that say it all, so I toyed with words that generate visual images of the trendy shopper and the entertainment seeker to create some generic titles for the directories. The taglines spell what visitors to Singapore would want to know about fashion and entertainment in Singapore. Some of the proposed titles are Urban TrendCatchers, G is for Greed! (for the fashion directory) and Urban LeisureSeekers, Urban JetSetters and G is for Gastronomy! (for the entertainment directory).

Status: Completed

Song Brothers

Date: January 2008

Client: Song Brothers

Agency: Media Dimension Pte Ltd

Job:

Copywriting of retail poster taglines & copy

Concepts Copy: See below concepts copy

Why I Wrote What I Wrote:

Client wanted a series of taglines and one-liners with a movies theme. I selected a few movies and amended their respective taglines for this. Guess the movies the following originated from:

Six in the City
Are you ready for more?

What Women (And Men) Want
We have the power to know everything you want.

Fantastic Four
1: 4 times the bargain. 4 times the deal. 4 times the fantastic.
2: Fun gadgets. Fabulous prices. Fantastic deals.

My personal favourite -

Buy Hard: With a Vengeance
1: Think fast. Hunt deals. Buy hard.
2: On a good day it's a great buy. On a better day it's the best we offer.

Status: Completed

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