ADVERTISING • ART DIRECTION
HEINEKEN X ION
DRAGON'S TAIL
This is for Heineken Singapore’s Festive campaign that will be happening from November to December 2020. For this campaign, I worked with clients, JCDecaux and SBS Transit to design out-of-home advertisements in shopping malls and out-of-home activation.
The Heineken Dragon’s Tail design will be projected onto the walls at ION. This instalment stands at
more than 10 metres long hence, attention to detail is key to designing a seamless visual. The theme was Festive, so I designed two visuals to portray it, on the left side, it features the Heineken bottles amidst a splendid fireworks display, while on the right side, it features the bottles by the fireplace decorated with a string of glowing fairy lights, creating a dreamy yet cozy vibe. I am very honoured to be able to design for this year’s festive campaign as I was able to work with so many different clients, from Heineken, ION and JCDecaux. This is also my first time working on such a large scale design that will be seen by millions.
LAUNCH OF DESIGN AT ION ORCHARD
HEINEKEN FESTIVE BUS SHELTER WRAP
This bus shelter wrap is part of the Heineken Festive Campaign. Located just outside Ion Orchard, is the Heineken Bus Shelter Wrap, a static banner that lights up at night! This design that I produced will also be displayed all over Singapore’s bus stops.
The design I proposed to the client, was inspired by the copy "GREATS GIFTS DON'T NEED ANY WRAPPING" and hence designed
the bottle in an unwrapped gift box to reflect the meaning of the copy which is to show how HEINEKEN is a gift that does not need any wrapping to make it nicer. I dramatised this idea further by creating paper rips from the wrapping to portray the Heineken bottle bursting out from the gift box..
The shelter space was converted into a 3-dimensional advertisement instead of the usual 2D ads. Following the design thinking of this concept, since the space is thought as a gift box, the Heineken wrapping paper will wrap around the advertisement on all sides as well, transforming the bus stop billboard into a gift box.