M1: For cheeky monkeys, escape artists, midnight runners and smartphone zombies

Singapore telco M1 has created playful caricatures of its own customers in a new campaign devised by Y&R.

A series of vignettes depicts different sorts of mobile users, from “escape artists” to “smartphone zombies”, in the ‘Making Moments Special’ campaign.

“We’re always interested in how our customers live with our brand. This campaign is all about telling those stories in a fun and engaging way,” said P. Subramaniam, M1’s CMO, in a press release.

As well as a film featuring a compilation of these different characters, M1 was released a series of individual vignettes.

“Midnight marathon runners”

“Cheeky monkeys”

“Escape artists”

“For long awaited reunions”

The campaign’s print component:

For every little dreamer

The campaign launched with ads in Singapore newspapers Straits Times and Zao Bao, 45-second TV ads on MediaCorp stations, outdoor, online and 15-second pre-roll ads on YouTube.

For every cheeky copycat

Making Moments Special is a follow up to last year’s ‘For every one’ marketing push.

For Monday survivors

For someone else


  • Managing Director – Melvin Kuek
  • Chief Strategy Officer – Hari Ramanathan / Yousuf Rangoonwala
  • Creative Director – Bruce Watt
  • Art Director – Katherine Khor
  • Copywriter – Kevin Joseph
  • Account Director – Zach Wong
  • Account Executive – Grace Ng

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