MEDIACORP: BUSKERMERCIALS
Due to the pandemic, busking was banned from the streets of Singapore – resulting in 350+ talented performers losing a major source of their income. So we worked with Mediacorp, a national radio network and champion of local creativity, to give them a new avenue to earn a living.
Introducing Buskermercials: a platform that connected local buskers with world-famous brands, equipping them to write, perform, and engineer promotional songs. So the artists earned 100% of the production cost. While the brands enjoyed affordable placements for these memorable commercials across 12 radio stations and more.
Cannes Lions 2022:
Media – 1 Shortlist
Creative Circle Awards 2022:
Radio and Audio – 1 Gold, 1 Silver
Craft – 1 Silver, 1 Bronze
Media – 1 Bronze
Effie Awards 2022:
Crisis Response – 1 Bronze
MAD STARS 2022:
Radio and Audio – 2 Shortlists
Media – 1 Shortlist
Pivot – 1 Shortlist
BLKJ Havas Singapore
Creative Director: Joji Jacob
Senior Art Director: Dalton Choo
Senior Copywriter: Ishan Venkat
Special thanks to Guilherme Machado and Trong Ronakiat for their guidance with the case study. And to Rowena Bhagchandani, Fiona Huang, Sha Omar, and Yan Ting Tan for making sure we had a campaign to begin with.