Beyond Social Services: Rearranging Lives, 3

Snath Thief. Chef Thansit.
Lives can be rearranged when we care. Pledge your help today at beyond.org.sg

In a meritocracy like Singapore's, juvenile delinquents are often stigmatised, seen as hopeless and having no future. To get more volunteers for its youth rehabilitation programmes, Beyond Social Services wanted to show that a juvenile delinquent can become a useful member of society with everyone's support. To express this powerful idea, we used the exact same letters to rearrange a negative past into a positive future. Each "rearrangement of lives" is visualised with arresting typography to grab maximum attention.

Advertising Agency: Publicis, Singapore
Worldwide Creative Director: Erik Vervroegen
Chief Creative Officer: Ajay Thrivikraman
Associate Creative Director: Kris Ng
Art Directors: Jia Ying Goh, Bastien Grisolet, Pei Ling Ho
Copywriters: Pei Ling Ho, Jia Ying Goh
Graphics: Johnson Banks
Art Buyers: Jean-Luc Chirio, Lauriane Dula
Associate Account Director: Christabel Fernandes
Published: April 2013

4 comments

morse's picture
morse
16049 pencils

Art is very appealing.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

certaintly's picture
certaintly
4056 pencils

thansit?

indeed, interesting AD, but boring and old overall

kleenex's picture
kleenex
29972 pencils

The only thing good is the font work.

feysal's picture
feysal
2355 pencils

like the art direction

groovy baby!

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