Join the Facebook group

This campaign focuses on one. The seafood that fall into the red zone. These are to be avoided.

The concept behind the Red Sea Dragon is a sea creature that is a combination of the various species on the red list. Fish, shrimp, squid and more. The species used in the imagery are irrelevant as the red sea dragon is not talking about a select bunch of sea creatures that are going extinct, but rather is a leader idea to bring the red list to focus. This will be done through the microsite, restaurant/supermarket flyers and Facebook group. All the collateral will be launched simultaneously.

Campaign Deliverables

Print (as shown above)

This piece can be translated to publication ads, ad shells (outdoor) and postcards.

Microsite

The microsite will have information on the various red list species. It will also host info on sustainable fishing practices and the effects of it on our reefs. It will also host the downloadable Singapore Seafood Guide. Participating Restaurants and supermarkets can have a merit page as well.

Facebook Causes

Save the Red Sea Dragon Group. A full cause group on the campaign. Pictures, sustainable fishing practice methods and updates. The full potential of Facebook will be harnessed with this. We can also harness the tagging craze and put list up for users to tag their friends with. A simple, fun and interesting list.

Flyers

Restaurant Flyers will be double sided with the front showing the red sea dragon as catch of the day and the back reads the information.

Supermarket Flyers will have the front as how seafood is sold, with the foam plate and cling wrap. But with the whole Red Sea Dragon as the item for sale. With the information on the back.

Art Direction:Naresh Kumar and Suhaimi Sadaan

Print/Press

Can be adapted to billboards too.

Dulcolax is a laxative.

Creatives:Naresh Kumar, Suhaimi Sadaan, Farizal Akramhan and David Stevanov

Art Direction:Suhaimi Sadaan

The +Space application from the Muji for the Facebook platform is designed to aid the users remove the clutter in their real life. Upon entering the application’s group page, visitors are shown a blurb of the application’s function. Once they add the application to their profile, the applications takes effect. Every Sunday, users get a task. These tasks are simple tasks that will help them clear the cutter in their daily life. This message appears on their profile page as a status update. Upon seeing this and entering the app page they see the task for the week. Once they complete it, they fill out a quick “survey” on various aspects of the task. And once submitted they go to an interactive info graphic page. These balls float around with the info in side them. Upon messing with any circle with the cursor the circles disperse.

Creatives: Naresh Kumar, Suhaimi Saadan and Keshav Bhat

Art Direction: Naresh Kumar and Suhaimi Saadan

Graphic  Designer: Keshav Bhat

for UNIFEM’s new privilege card programme. The card gives members 8% discount at major retailers. Of which 3% goes to UNIFEM.

The coupons are to be used on a weekly basis . As the coupons get used, the issues on the other side lessen too.

Designed for easy storage in purses and wallets. These are attached to major women’s publications and can also to be distributed by hand.

The big idea is to use an interactive game to boost sales of slow selling items or if none, the lower priced items. And also to inject some fun into the diners’ mealtime and get strangers to connect with each other in a fun way.

This game is played like how we play Pong. You use a slider to get the bouncing ball to break the “brick walls”. The prize is in the middle. The prize starts with a packet of small fries. And for each stage a higher prized item is set as the prize.

Up to 4 players can play at once. The players have to work together to bounce the balls off each other. At the same time trying to get the most points. The player with the most points gets the prize for that stage and he can than decide whether he wants to claim it or gamble it to go to the next stage.

The 3 lowest scoring players get booted out and the winner for that stage gets to more on if he chooses to. Upon entering the next stage, new players can enter to challenge him for that stage. Since the winner gambled an item to get to that stage and the new players did not. The winner is given a head start with extra points.

Players buy credits to play the game through a credit item. The credit item is the low priced or slow selling item. If they lose that stage they need to buy another credit through purchasing that item again.

The game will be on a live screen inside the BK stores. And users control it via wifi. Upon a purchase of a credit, users get a unique code printed on their receipt. They SMS this number to download the application that will function as the controller for the game.

The automated download system will register the user the 1st time and for subsequent credits bought and sent, it will just register the credit and not download the app again.

Once the app is downloaded, the user can start the game. The controls are only keypad buttons 4 and 6. 4 to move left and 6 to move right. If you are the player controlling the sliders on the left and right then just tilt your phone and the 4 and 6 move top to bottom.

Instructions on game play and game rules will be on the tray.

]]> http://nareshnaresh.com/wordpress/?feed=rss2&p=459 2 http://nareshnaresh.com/wordpress/?p=442 http://nareshnaresh.com/wordpress/?p=442#comments Mon, 22 Jun 2009 11:31:25 +0000 admin http://nareshnaresh.com/wordpress/?p=442

Wordofmouse is an anonymous web platform for people who are affected by Smoking, Alcohol, Drug abuse, Money (Debt/Gambling/Credit Card), Violence (Domestic/Bully/Cyber), Pedophilia and other uncategorized issues to submit their problems and experiences with the aforementioned issues.

Those who are not directly affected by the above mentioned issues do have a part to play in this project as well by replying to the issues posted. They can reply with advice, similar personal experiences or just a kind work.

This is the main deliverable of my final year project.  at the moment it works only as a interface demo. i am hoping to really take this to the next step of getting it to go live. but i don’t have the knowledge of programming and developing. i am looking for collaboration opportunities for this project. please contact me if interested . thanks

concept and direction : naresh

interface designer: francis tan

Online Deliverables

Banner

Twitter

Offline Deliverables

Interactive Ambient Poster

Direct Marketing

Outdoor Poster / Print

A teaser poster set for Word of Mouse (link).

Click images to enlarge

To target our audience of teenagers aged 16 to 25, we will use the internet as our medium. To do this we install free Wi-Fi hotspot at selected spots like Cafés, Public Library’s, Schools and wherever people come to hangout and also surf the net. The networks can be named to whatever we want. Since the aim is to promote the unlimited downloads of music among millions of tracks, we rename the networks to show phrases made up of popular music titles. We can install from one to any number of networks we want. They already see the message before connecting to the internet. Also upon clicking on one of our free networks, the Nokia 5800 XpressMusic homepage will open up. The user gets free wireless and the client gets noticed. A win win situation.

ASH is an anti-smoking charity dedicated to reducing the capacity of British American Tobacco (BAT). BAT is holding their annual general meeting at the FULLERTON HOTEL in Singapore.

Brief:

Create ambient advertising and guerrilla activity/stunt that will cause embarrassments to BAT and its shareholders outside the venue. Also, come up with ideas that will attract the public’s attention and result in PR-able media for ASH – Think of the coverage in the papers.

Strategy:

Let Singapore know the annual  tobacco related death toll here through a shock movement. The Chinese Funeral.

Teaser: The day before the stunt.

Red paper alike the ones pasted at void decks of Chinese funerals will be pasted all over the Raffles Place MRT and the surrounding buildings.

Actual Stunt Day :

“Press Ad”

Red photocopied leaflets to be “ambush” inserted into the newspaper stacks around Raffles Place in the morning (due to budget and legal issues). And later during lunch ASH volunteers will dress in the mourners outfit and distribute these flyers.

Mobile Blast:

An SMS will be sent out three times that day urging the recipients to forward them. Times are 9 am, 1 pm and 4 30 pm.

Ambient:

2555 individually numbered Chinese Paper Dolls (used to burn for the dead) will be placed around the Raffles Place MRT area. These dolls will be planted the night before the stunt.

Banner:

Double Sided Funeral Banners to be strung up between lampposts, At all the exits of Raffles Place MRT. Done the night before.

Stunt:

At 7 30 pm one volunteer will announce for everyone participating to gather around. And once grouped, there will be a brief explanation on the dolls and their significance, the 2555 and the campaign. Also details on the smoking death toll in Singapore. Next we observe a minute of silence. Once the minute is over the announcer will talk about ASH Singapore and its launch/recruitment drive that day and also the BAT AGM happening at the Fullerton and will urge the crowd to take a walk to the Fullerton.

While the crowd is walking towards the Fullerton, a wreath made of 2555 cigarette boxes will be put up in front of the Fullerton.

Simultaneously, all the dolls will be gathered and brought over to the Fullerton and dumped there. Then the announcer will tell the BAT, the media and all gathered there the reason for the campaign and the death toll. And also announce to go to ash.org.sg for more details and to watch the video.

Video:

The whole campaign from us putting up the red papers, and slotting the flyers into the newspapers, planting of the dolls at night to the dolls dumped at the Fullerton will be documented to be virally distributed on all available free platforms such as youtube.com, mobile mms videos.

Wreath:

A simple layout of the wreath.

]]> http://nareshnaresh.com/wordpress/?feed=rss2&p=386 2 http://nareshnaresh.com/wordpress/?p=365 http://nareshnaresh.com/wordpress/?p=365#comments Sun, 21 Jun 2009 20:00:58 +0000 admin http://nareshnaresh.com/wordpress/?p=365

Brief:
To create an integrated Interactive Advertising and Marketing Campaign for
eBay.com.sg targeted at the youth

Campaign Deliverables:
Micro site, Web Banners, E.D.Ms, Viral Marketing

Strategy:
Buymyfriend.com is an eBay styled website where members can buy and sell their friends via
auctions. Members get to upload “interesting” photos of their friends, give them a nick
name and put them up for auction. And to make the experience really fun, engaging and
much more marketable, eBay.com.sg will be partnering with Facebook. Hence members get
to sell their Facebook friends and to make the transaction easier; they can just grab photos
from that friend’s Facebook photo albums without the need for uploading.

The auctioning process is made simple alike eBay’s actual auction listing process.

To integrate eBay.com.sg and buymyfriend.com, a new product category named “friends”
will be added to the current product categories already on eBay.com.sg. Once the auction is
submitted, the auction page is listed on eBay.com.sg under the friends’ category. And to bid
on the listed friend, one needs money. And money is earned when they put one of their
friends up for auction and also when they tell friends about their auction. For each friend
they invite they are given BMF(buymyfriend)$1, and for each friend who signs up on
buymyfriend.com they get BMF$2. Auctions run for 3 days upon submission.

Click the image above to enlarge. ( 6mb for details )

Animated Web Banners:
The banners are to be placed on Yahoo.sg, Hardwarezone.com and Hotmail.com. The idea
is to show that buymyfriend.com is the place to sell such friends one might have.

E.D.Ms
The 1st mailer is sent out to the friend who has been out up for auction. The 2nd mailer is
for the people invited by the seller to view/join in the auction of the friend. And the 3rd
mailer is sent out to the bidders of the auction each time someone outbids them. The reason
for the 3rd is that other then the fact that eBay does this. Its also to remind them of the site
for the 3 days the auction runs.

Facebook boxes:
As the project is integrated with Facebook, the friend who got auctioned gets a Facebook
box on their profile that shows their current selling price and will be updated upon bidding.
And once auction closes the box is set with the final selling price.

Another box is given to all members of buymyfriend.com. This box shows the friends they
have won and how much they won them for.

Viral:
QR code button. The idea for this to take online social networking to the real world. All
members of buymyfriend.com get a personal QR code that links to their page. And this code
can either be printed on t-shirts, stickers on laptops made into a button to be put on bags.
Mobile advertising aside the idea is also to let others who know about QR codes and also
other members of buymyfriend.com to interact with the carrier of the code. They can just
snap the button and will get to see if that person is a seller, or one being sold , check their
current bid price or closing price. This will also act as a social lubricant.

Outdoor Poster / Print

NTUC brand Fruit and Vegetable wash

Click images to enlarge

This campaign is for Create Not Hate, a new initiative set up by Quiet Storm, to enable inspiring role models from creative industries to mentor young people, directly or indirectly affected by gun and knife crime.

Click images to enlarge

Outdoor Poster

The aim of this poster is to show the aftermath of borrowing from illegal money lenders aka loan sharks. The unwritten fine print.

iml.com.sg is a fictional site to educate the public on the effects of borrowing from these loansharks.

Click image to enlarge