XM-Asia and Lien Foundation launch a new website to advocate better care for the dying
XM-Asia (a JWT Company) and Singapore philanthropic house, Lien Foundation have launched the website, www.lifebeforedeath.com, aimed to de-mystify the taboos surrounding the topic of death as well as educate people via the world’s first-ever global Quality of Death (QOD) index.
Working with the Economist Intelligence Unit, Qeren Communications and creative consultant, Remesh Panicker as partners, the site uses three social applications to raise awareness about the concept of death, encourageing visitors to share their opinions with their communities, and then delves into the survey findings that rank the Quality of Death across 40 countries, based on a specific set of indicators.
“We wanted to bring out the controversial idea of death in an interesting way which would also be meaningful and practical.” said Calista Teo, Copywriter at XM-Asia. “By talking about Death through the celebration of Life, we hope to inspire people to make a conscious effort to live their lives to the fullest.”
Lee Poh Wah, CEO, Lien Foundation said: “The way a nation cares for its weakest and most vulnerable is the mark of its soul. How it cares for the dying is a measure of the society’s advancement and enlightenment. With www.lifebeforedeath.com we hope to provide the spark that makes people start thinking about their quality of lives and their right to ‘die well’. We have truly enjoyed working with XM-Asia on this project.”
Credits – ECD: David Brown. Art Directors: Danny Lim , Cheng ShuYau. Copywriters: Calista Teo, Remesh Panicker. Designer: Joel Chua. Programmers: Edalene Tay, Leon Ng, Chris Luo, Ong Hon Tat. Technical Developers: Chok Fern Chai, Lydia Tay. Production Manager: Candice Chong. Account Service: Gerard Lim. Client: Lee Poh Wah, Gen Kwek.
4 Comments
Another quality product from Singapore. Those wonderful folks that brought you a tourism campaign for East Timor while there was a war raging on the island, a camaign for God (previously done by the Martin Agency), a tic tac toe campaign for the WWF by JWT that looked an awful lot like a campaign done for the same client the year by a different agency entered in Cannes, and oh yes, there was the same campaign for the WWF the year before done by students also entered in Cannes, and lest not forget the four full page long copy print ads for DEATH that actually bored you into submission (O&M Client: The Love Church), another campaign for restaurant that was called Death by Chocolate. The place closed before the ads were made, a campaign for Coopers beer that the client had never seen (JWT also part of XM Asia)… the list goes on and on and on and…
How can we take these people seriously? More to the point, why would you enter work into an award were these people are the judges?
Love this comment. It goes straight up on the wall.
“We wanted to bring out the controversial ‘idea of death’ in an interesting way.” said Calista Teo, Copywriter at XM-Asia.
Singapore Creates Advertising Miracles (SCAM)
You can rant all you want but the reward for doing all the work you listed is executive regional creative director, at around 50k a month.
2:12,
Please do not lump this piece of work together with all those you have listed. Especially not before getting your facts right. Singapore may have a dubious reputation for being a scam city, but there are still some agencies out there that live by the rules.
Life Before Death is, first and foremost, a proper brief from the client. Not some whimsical idea sparked off over a pint of beer during lunch.
So if you think that the site looks dubiously scammy and too good to be real client paying work, then I guess you’ve just given it your blessings and compliments.
and let me guess, you work for O&M hope you’re not a copywriter. spell check FTW