BBH launch Ninja attack on Singapore’s media

BBH Asia Pacific is the ad agency behind the controversial campaign for tomorrow night’s Singapore Media Awards held by the 4A’s at the Shangri-La. (The Association of the Accredited Advertising Agencies in Singapore). BBH took on the task as a pro bono project as they felt strongly that a thought-provoking campaign was needed to get people to take notice of such an important Award show that showcases and raises the bar for the proper use of media space in Singapore.

BBH convinced the 4A’s to embrace their idea of challenging media owners to ask themselves – Are you using the power of media well?

Instead of the standard, cookie cutter ads that advertise an awards night, the campaign made both media owners and the public stand up and take notice of the media space they were engaged with. The campaign included a guerilla ‘ninja attack’ in several media offices across Singapore, as well as thought provoking advertisements that ran in print publications, bus shelters, media agency offices and official 4A’s Awards collateral.

VIEW THE NINJA ATTACK.

Said copywriter behind the campaign – Daniel Ko: “The SMA is essentially a showcase of the power of media, when done right. So rather than just another typical call-for-entry campaign that spoke of the show, we decided to give voices to the different individual media, letting each speak up for itself and have its moment of glory,”