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Resorts World Sentosa
A recruitment ad created for the newly launched Resorts World Sentosa following a pitch.

IKEA Singapore Anti-Plastic Bag Campaign
IKEA Singapore's Earth-friendly campaign announcing the alleviation of free plastic bags from their stores. Profits from purchased plastic bags were donated to WWF. This ad won SPH Ad of the Month.

BODY COPY:
By simply saying "No" to the use of plastic bags, together we can do our part in preserving the Earth's most precious resources. In Singapore alone, a whopping 2.5 billion plastic bags are consumed every year. Such an enormous waste of resources for a thriving country. That's why starting Earth Day, April 22, IKEA stores will stop issuing plastic bags for free. However, should the need arise, bags can be purchased for only 5 cents and 10 cents depending on the size. A little sacrifice goes a long way for user and non-users alike. As a reward, all profits from used and even unused plastic bags will be donated to WWF's IKANO Fund for the environment. Supporting a cause has never been this easy! And to uphold responsible shopping even better, each family may take home reusable IKEA canvas bags for only 10 cents each! Hand in hand, we can help Singapore cut down up to 40 million plastic bags each just by using one bag less per week. It's time to make wise choices not only for your home but for your homeland as well. Stop using plastic bags now. There's no time to waste!
Burger King Singapore
An aggressive through-the-line campaign versus McDonald's, the main competitor, when they launched their McGrill burgers and 'Make it better' ads. Burgers were sold out in a few hours.

BODY COPY:
Why settle for better if you can make it even better?
At Burger King, we take flame-grilling seriously to give you the authentic, delectable flavours of 100% chicken thigh meat in every bite. It doesn't take an epicurean to distinguish between flame-grilled and fake-grilled, so beware of burgers that deceive your palate. Have it the REAL way and savour the BK Tendergrill Chicken for only $1 each on Tendergrill Day, 10 March 2011.
Because the King never chickens out of challenges. And real flames.