For their 16th anniversary in Singapore, we created a campaign for Takashimaya Shopping Centre to showcase seven key brand partners paired and contrasted with noted Singapore artists and personalities who shared important and essential qualities with the former.
Our goals were to reach out to a core group of customers who appreciate the values communicated, and to affirm the position of Takashimaya Shopping Centre as Singapore’s best known and loved shopping destination.
The first advertisement featured Peter Harris, President of The Pedder Group, with Theseus Chan of WORK Advertising under the title of ‘Vision’, and was presented as a full-colour centrespread in The Straits Times broadsheet daily.
Our goals were to reach out to a core group of customers who appreciate the values communicated, and to affirm the position of Takashimaya Shopping Centre as Singapore’s best known and loved shopping destination.
The first advertisement featured Peter Harris, President of The Pedder Group, with Theseus Chan of WORK Advertising under the title of ‘Vision’, and was presented as a full-colour centrespread in The Straits Times broadsheet daily.
The second full-colour centrespread advertisement featured pioneering violinist Lynnette Seah with the Ang brothers of fashion powerhouse Kwang Sia under the title of ‘Refinement’.
To maximise coverage, it was published in The Business Times to reach a more targeted and affluent readership. Subsequent advertisements would alternate between the two newspapers.
To maximise coverage, it was published in The Business Times to reach a more targeted and affluent readership. Subsequent advertisements would alternate between the two newspapers.
The third pairing featured noted sculptor Han Sai Por and celebrity stylist Kim Robinson under ‘Flair’.
The contrast in their personal styles and outlook provided an interesting visual tension.
For the fourth advertisement titled ‘Passion’, Catherine Ang of Montblanc SEA was paired with Howard Shaw of the Singapore Environment Council who gave their views on luxury and sustainability.
Award winning director Eric Khoo was paired with Hiroshi Sogo, managing director for Books Kinokinuya Singapore for the fifth advertisement titled ‘Imagination’.
The sixth pairing featured international watercolourist Ong Kim Seng and accomplished restaurateur Ip Yiu Tung under ‘Finesse’.
Their casual rapport and maturity of character lent much to the atmosphere captured in the final images.
Their casual rapport and maturity of character lent much to the atmosphere captured in the final images.
The campaign was rounded off with Singapore’s doyen of dance Goh Soo Khim, paired with Darren Chen and Hew Yee Min of Tiffany & Co.
The strong visuals and intelligent writing stood out amidst a sea of youth-centred advertising and struck a chord with mature and affluent shoppers.
The strong visuals and intelligent writing stood out amidst a sea of youth-centred advertising and struck a chord with mature and affluent shoppers.
Intrigued readers could visit takashimayasessions.com which housed in-depth interviews with the featured personalities and brand principals.
The careful choice of pairings gave rise to exciting contrasts of opinions and beliefs alongside glimpses of genuine candour during the proceedings.
The careful choice of pairings gave rise to exciting contrasts of opinions and beliefs alongside glimpses of genuine candour during the proceedings.
A short video scored with an evocative piano melody captured behind-the-scenes vignettes with unmistakeable authenticity – a fitting and poetic endnote to a memorable campaign.
