M1 Rebrand
After many decades, M1 wanted to change. It started with their new logo (and the new brand bible). Then came the marketing campaign to tell the world that the new M1 is all about delivering a made-to-measure experience to its customers; then it rolled down to a new bespoke product offering to match its new outlook on life
It’s a wholesome change that started out internally, then gradually expanding externally and into a two-letter campaign — Be.
The Be campaign comprises of 8 everyday Singaporeans, each with their own twists that makes them uniquely one-in-5.8 million. But essentially, the campaign is a toast to everyone, because everyone is unique in our own ways.
On a personal level, this is the biggest campaign I’ve ever had in my career. It also the most rewarding one, and the one with plenty of trials and tribulations.
Here’s to you, being you.
Brand TVC
Social videos for each profile
Shariff: Singapore blade runner
Lilith: Singapore’s youngest tattoo artist
Malik: Chinese calligraphy artist
Jian Yang: World’ leading Barbie doll collector
Surendran: Indian-born Singapore cricketer
Mary: 84yo rocker
Wei Tian: Teenage Teochew opera artiste
Kate: Global greenfluencer
6 sheets
CCO: Joao Flores
ACD: Rudino Kassim
Creative group head: Neo Shiyi
Copywriters: Huzaima Mahrom, Noi Sudirman, Vanessa Han
Art Directors: ND Chua
Producer: Maggie Dumra