Havas creates new campaign for Freestyle collection from jewellery brand Poh Heng

Havas Group Singapore has created a new campaign for the Freestyle range from Poh Heng a Singapore based jewellery brand. Instead of sticking with the tropes of the category and running a glitzy ad featuring models, the campaign sees Poh Heng working with Redeafination, a troupe of local dancers with hearing disabilities.

Commenting on the approach, Havas Group Singapore chairwoman and chief creative officer for South East Asia Valerie Madon said: “Poh Heng has always been trusted to provide people with meaningful purchases that holds its value timelessly. Now, we get the privilege to extend their purpose into meaningful campaigns.”

The campaign will play out over print, digital and social and will continue till Chinese New Year in February next year.


Chief creative officer: Valerie Madon

Creative director: Kelvin Lim, Alex Lim

Art director: Tuo Zhou

Copywriter: Katrina Villanueva

Group account director: Genevieve Seah

Senior account executive: Cheryl Ong

Account executive: Mehndi Randhawa

Senior strategist: Alexis Cheong, Gereld Khoong

Social manager: Sharon Heng, Charmane Choy

Media associate director: Sunnie Yau

Regional media manager: Edmund Teo

Media executive: Nicholas Phang

Producer: Royati Ami, Goh Meiyi

Traffic manager: Jing Fang Oh

Editor: Jamie Au/Kin Leung Lau

Production house: Shooting Gallery, Gravitate Studio


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