M1 rebrand

There are only a few projects in my career as a creative that are truly memorable. This campaign has to be one of those projects. Being one of the creative leads in this campaign, I had to undertake a journey from conceptualisation to execution, carefully mapping out the campaign structure and implementation.

challenge

Dentsu was tasked to create a rebrand campaign that supports M1's new brand promise of Made to Measure.

concept

A toast to everyday people who are living their true self. This spirit is encapsulated into just 2 letters. Be.

brand manifesto

We stand for you.

So here’s to who you are.

Here’s to embracing your diversity.

Here’s to all that makes you uniquely you.

Here’s to you, being you.

tvc

individual Be profile videos

It has been a privilege to meet these unique Singaporeans and understand why they do what they do. A truly inspiring journeys that deserves to be told to other fellow countrymen. Here's to you being you. Be.

Jian Yang - Leading doll collector

Kate Yeo - Global greenfluencer and activist

Mary Ho - Rocker grandma

Mohd Shariff - Singapore blade runner

Tan Wei Tian - Teenage Teochew opera artiste

Malik Mazlan - Chinese calligraphy artist

Surendran - Migrant worker turned national cricketer

outdoor bus shelter print ad