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.
Credits:
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
Despite their brand name, PH deserves better understanding of this category and what motivates purchase in it.
Putting a bunch of hearing impaired people in an ad may tick the superficial need the agency may have to seem socially relevant but what does that have to do with moving high end shiny baubles.
Much better to donate the money to a good cause and PR it.
Redeafination might be one of the worst puns to close out the year.
ReplyThe creative person who green lighted this needs to take a refresher course on advertising.
Contrived. Forced. Lazy. And so so juvenile. I’m sorry, but this kind of marketing puts the industry to shame.
ReplyUsing deaf people to sell Etsy jewelry?
ReplyHave your say