Samaritans of Singapore (SOS): The Hidden Pain, I'm Fine / Save Me

I'm fine. Save me.
The signs are there if you read them. Help us save a life before it's too late.

Pain isn’t always obvious. To show how we often miss the warning signs, we created ambigrams and printed the ads upside down in magazines. At first glance, the reader sees a positive phrase. But when the ad is inverted, the copy reveals a sentiment quite the opposite – revealing the hidden feelings of those who are lost and depressed.

Advertising Agency: Publicis, Singapore
Worldwide Creative Director: Erik Vervroegen
Chief Creative Officer: Ajay Thrivikraman
Associate Creative Director: Kris Ng
Art Directors: Kris Ng, Jia Ying Goh, Pei Ling Ho
Copywriters: Pei Ling Ho, Jia Ying Goh, Kris Ng
Typographers: Jia Ying Goh, Kris Ng
Photographer: Sebastian Siah Shooting Gallery Asia
Digital Imaging: Issac Aloysius Goh
Producer: Michael Kan
Agency Producer: Lynn Cheng
Published: April 2013