This document contains creative concepts and ideas for potential advertising campaigns. It includes: - A concept to leverage the popular "Keep Calm and Carry On" meme to promote Magnolia Sherbet's calming effect. The campaign would use the line "KEEP CALM AND ENJOY SHERBET". - A concept for Jobstreet called "Find your happy" playing on the grammatical error of using "happy" as a noun, though some saw it as a mistake. - A positive recollection of handling the Curve mall account and producing a delightful Raya ad featuring a dance routine.

1. CAMPAIGN IDEAS

2. Client: Magnolia Sherbert – F&N
Concept: Keep Calm
Creative Rationale
When attempting to build a connection with the target
audience, it’s often best to speak their lingo, on things they can
relate with. In the past few years, internet memes have steadily
gained popularity as a form of creative expression and means to
convey a message in a quirky, oft times humorous manner.
Acknowledging this trend, we are proposing to leverage on the
well-known meme of Keep Calm and Carry On; which is based
on a propaganda poster produced by the British government in
1939 during the beginning of the Second World War, and was
intended to raise the morale of the British public in the
aftermath of widely predicted mass air attacks on major cities.
This particular meme has been reincarnated in a variety of ways,
be it visually or contextually.
With regards to Magnolia Sherbet, we have adapted the meme
to promote the most vital aspect of the product – it’s soothing
and calming effect on people – and are proposing:
KEEP
CALM
AND
ENJOY
SHERBET
This will form the creative concept and forms the underlying
idea behind almost every mode and medium of communication
that will be utilised in the campaign.

5. Client: Jobstreet
Concept:
People do not seek jobs merely as means of getting money. At
the core of their worklife, is the pursuit of ‘happyness’. Hence
the idea “Find your happy” – where ‘happiness’ has become an
object of pursuit, known as ‘happy’.
Unfortunately, Singaporeans couldn’t catch on to the idea,
some going as far as lambasting the client for their
grammatical error. Such is life, I guess. Personally, I do hope
you are able to see the humour/hook in this.

7. Client: the Curve – Raya ad
We handled the Curve and eCurve for the whole of 2013 and
this is one of the ads that I particularly liked. The onground
events were equally delightful, too, with a spectacular dance
routine by Peter! (Incidently, this is also a sample of my
translation abilities).

10. Urive Albatross 3
The World’s FIRST ADAS (Advanced Driver Assistance Systems) Drive Recorder
with Forward Collision Warning System (FCWS)
“Ho, Ho…Holy ****!”
www.urive.co.kr Open up a new world

11. Urive Albatross 3
The World’s FIRST ADAS (Advanced Driver Assistance Systems) Drive Recorder
with Forward Collision Warning System (FCWS)
“They’re so gonna go ape sh*t!”
www.urive.co.kr Open up a new world

12. Urive Albatross 3
The World’s FIRST ADAS (Advanced Driver Assistance Systems) Drive Recorder
with Lane Departure Warning System (LDWS)
“Woahhh! 5 seconds earlier…”
www.urive.co.kr Open up a new world

13. TVC SCRIPT IDEAS

16. DISCLAIMER:
The following are some TVC ideas I came up with.
(never went into production tho…sad to say.)
MyEG iPay Easy Video Script
Title: Eh…iPay lah!
Duration: 60sec
Language: English
Scene opens on a group of people at an upscale restaurant who have just concluded their dinner.
One of the patrons then gestures to the waiter for the bill by tracing an imaginary square with the
index fingers of both hands.
At this moment, everyone starts exclaiming loudly that they will pay the bill…
“Eh…I pay lah!”
“No…no…no…I pay lah!”
“Come on, man…I pay OK!” etc.
While shouting their bold proclamations, each patron gestures as if they are reaching for their
wallet…but, in reality, they are actually delaying pulling the wallet out – i.e. merely giving the
impression that they want to pay, when they are not really keen on doing so.
The waiter, upon seeing this commotion and ‘drama’, then bemusedly (eyes rolling) informs the
group that they can now pay for the bill using the iPay Easy app by MyEG.
“Eh…why so headache one? Just use the iPay Easy app by MyEG, scan this QR code…and you can
pay with your phone! Settle!”
Scene shows sequence of iPay procedure – shot of QR Code, shot of Bill in phone screen, shot of
payment transaction.
At this moment, everyone starts exclaiming loudly that they have the app and will pay the bill…
“Eh…I got this app lah…I pay lah!”
“No…no…no…I also got…I pay lah!”
“Come on, man…what is this? I always use iPay…I pay OK!” etc.
While shouting their bold proclamations, each patron gestures as if they are about to use the
app…but, in reality, they are actually delaying things because they don’t really want to pay the bill.
Suddenly, the son of one of the patrons takes his father’s phone and makes the payment – much to
his father’s dismay (sheepish grin).
Son: “Aiyah! Why all the fuss…there…done already!”
Story ends with shot of iPay Easy logo and MyEG logo and tagline: The practical way to pay.

17. MYEG – Foreign Worker Permit Renewal Video Idea
Title: Bomoh
Scene opens on a man approaching a run down kampung house at the fringes of a
village at night. The ambience is spooky and mysterious and we can hear dogs
howling at the moon.
The man approaches the house with an air of apprehension…he is obviously scared
of the place and the situation he is in. We can see that there is some dim light coming
from within the house, indicating that someone may be inside.
With a trembling voice, he gives the customary salam…once, twice, thrice…but does
not receive a reply. He is obviously afraid and contemplates leaving…when suddenly,
the house door opens with a loud BANG!
To his shock, he sees the silhoutte of a bomoh replete with tengkolok and sarong.
Bomoh: Hei manusia…mau apa kamooo?
Man: Uhh…ahhh…gini Datuk…
We then see the man sitting crosslegged in front of the bomoh, who is on a dais, and
asking the bomoh to help him with his foreign workers permit issues…he brings out
some passports and shows that the validity of the permit is expiring soon.
Cut to the man’s imagination as he envisions that his plantation workers can work in
peace, without fear of the authorities cathing them for expired work permits – scene
shows the workers standing still near some oil palm trees with a scared look, but the
immigration officers walk past by them as if they are invisible.
The bomoh strokes his long moustache in a pensive mood.
The bomoh then tells him all can be settled…but it comes with a heavy price…the
‘pengeras’ (fee) for his services will cost RM500! The bomoh strokes his long
moustache in a pensive mood again.
The man is initially taken aback – then a quick flashback at the ‘invisible’ workers –
and he is convinced. He then hands the money and the passports to the bomoh and
shakes his hand before leaving the kampung house.
The bomoh strokes his long moustache, closes the door, then enters a back room
and switches on the air conditioner.
His hot wife is there surfing on a laptop.
He then instructs her to go to MYEG and settle the foreign workers permit
renewals…as he counts the RM500 again…
Bomoh: Ayangggg…tolong abang kejap…
Scene blurs as VO says...
VO: Buat apa susah-susah…kan MYEG ada…perbaharui permit pekerja asing anda dengan
MYEG sekarang!
Pop up logo and supertitle: www.myeg.com.my

18. Video Story Idea for Unza Sumber Ayu
Title: Let’s learn Japanese?
Scene opens on a quirky masthead:
BANZAI!
Jom Belajar Bahasa Jepun!
Scene then starts in a classroom setting with a blackboard forming the main background. A
young lady enters on the right and greets the viewer excitedly with:
“Ohayou gozaimasu! Hari ini, saya akan memperkenalkan beberapa perkataan penting
dalam bahasa Jepun! Mari kita bermula!”
Camera shifts to place lady on the left side of the screen and attention is diverted to the
blank right portion of the blackboard.
She says “Haid!”
Subtitles appear to show “DATANG BULAN”
She then pretends to have stomach cramps to demonstrate the meaning of the word, while
pointing at it.
She then repeats the word “Haid!” and smiles at the subtitles.
Next, she says “Ichi Garubawa!”
Subtitles appear to show “TERASA AMAT KURANG SELESA”
She then pretends to experience discomfort between her legs and keeps crossing and
uncrossing them, then rubbing them together discreetly to demonstrate the meaning of the
word, while pointing at it.
She then repeats the word “Ichi Garubawa!” and smiles at the subtitles.
Next, she says “Akurasa Kuciwa!”
Subtitles appear to show “KALAULAH ADA PENYELESAIANNYA”
She then displays frustration with a frowned face and stamping her right foot while
pretending to tear out her hair to demonstrate the meaning of the word, while pointing at
it.
She then repeats the word “Akurasa Kuciwa!”…and suddenly a gay Pink Power Ranger
jumps into the frame, much to her surprise!
He is holding a bottle of Sumber Ayu in his hand, then he says: (all the while showing off
some ‘power ranger’ moves like karate chops, slashes, kicks and punches to add emphasis
on each of the products USP)
“Elakkan kerengsaan dan rasa tidak selesa dengan Sumber Ayu, Pembersih Khusus Wanita
yang mengandungi ekstrak daun sirih dan gambir serta wangian hipoalergenik pada pH
3.5. Jadikan ia teman harian anda untuk keselesaan yang menyegarkan!”
Cut to happy lady’s face smiling at gay Pink Power Ranger then Pop-up Sumber Ayu logo &
pack shot.

19. Seq. Visual Audio
Scene opens on young, college guy returning
to room from classes.
SFX: Ambient room sounds throughout.
Shot shows him lounging on sofa in front of TV
– and he pulls out a Jack & Jill Potato Chips
packet from his backpack.
SFX: Thinking aloud: “Alright! Time to
chill…with Jack n Jill!”
Shot cuts to CU shot of his face as he is about
to open the pack – dramatic pause -
- scene resumes showing him opening the
pack and leaping back in
astonishment/surprise!
Guy: WHAT THE…???
Scene cuts to him peering into pack (POV
inside pack) – then cuts to scene of people
chilling on beach at Boracay (POV – student).
SFX: Ambient beach sounds, laughter, waves
of the ocean etc.
End-
shot
End TVC on product shot on coffee/side table
with focus on packaging (Student is blurred in
the background)
MVO: Jack and Jill Potato chips…a surprise in
every pack!
TAG-
ON
Instead of end shot, the scene shows (comical)
fast shots of the student pulling out all sorts of
things from the JnJ pack – iPad, iPhone, digital
camera, etc…and struggling to pull out
something when it pops out suddenly – a
Satria Neo!
MVO: OMG! Win prizes worth over RM100,000
with Jack and Jill Potato chips today!
TVC Idea 1
Title: Surprise!
Duration: 20 sec/cut down to 10 sec + 10 sec tag-on
Language: English
Scenario: A guy is about to eat some Jack n Jill potato chips when he gets a shocking
surprise – when he opens the pack – he is confronted with a variety of strange scenarios.
Tag-On version: The MVO urges audience to grab a Jack n Jill pack to join the ‘OMG!’
campaign.

20. Seq. Visual Audio
Scene opens on young guy getting dumped by
his GF (scene shows GF throwing flowers
away – graphic ‘heart’ above the guy breaks
in two).
SFX: Ambient shopping complex sounds
throughout. Music to match mood –
melancholic.
Shot cuts to him moping about when
‘Doraemon’ appears and starts to try and
cheer him up. (all kinds of silly clown/mime
antics)
SFX: Music to match mood – melancholic.
‘Doraemon’ gets an ‘Aha!’ moment then
proceeds to pull out all kinds of cheap-ass
surprises from behind his back (as if from
backside) – e.g. paper flower, origami swan,
whistle, tennis ball etc… each item is roughly
pushed aside by the sad guy with a swipe of
his hand, with a disappointed look on his face.
SFX: Music to match mood – suddenly
cheerful tunes.
Cut to scene showing guy taking out JnJ pack
and opening it – and being surprised as a
bright light shines out of it - he then puts his
hand in and pulls out a digital camera from
the pack, followed by an iPad, a laptop, a
motorcycle etc. His joyful expression escalates
with each new item.
SFX: Music to match mood – change to
‘Revelation’-like tune.
Scene shows GF suddenly coming back to
patch things up – guy pulls out a new GF from
packet – then pushes old GF aside.
MVO: Jack and Jill Potato chips…always a
surprise in every pack!
End-
shot
‘Doraemon’ is seen trying to tape a JnJ packet
at his backside in a closed room and practices
pulling a prize out.
TAG-
ON
Instead of end shot, the scene shows
(comical) fast shots of ‘Doraemon’ pulling out
all sorts of things from the JnJ pack – iPad,
iPhone, digital camera, etc…and struggling to
pull out something when it pops out suddenly
– a Satria Neo!
MVO: OMG! Win prizes worth over RM100,000
with Jack and Jill Potato chips today!
TVC Idea 2
Title: OMG!
Duration: 20 sec/cut down to 10 sec + 10 sec tag-on
Language: English
Scenario: A Doraemon-like character tries to cheer up his buddy by pulling out all
kinds of cheap-ass surprises from his backside…but, it turns out, his buddy is more
keen on the surprises available in Jack n Jill Potato Chips packets.
Tag-On version: The MVO urges audience to grab a Jack n Jill pack to join the
‘OMG!’ campaign.