Church Of Sts. Peter & Paul: Reverse

Credits:

Advertiser/Client: CHURCH OF STS. PETER & PAUL
Product/Service: PUBLIC SERVICE
Entrant Company: KINETIC SINGAPORE, SINGAPORE
Design/Advertising Agency: KINETIC SINGAPORE, SINGAPORE
Creative Credits
Name Company Position
Gen Tan Kinetic Singapore Art Director
Pann Lim Kinetic Singapore Art Director
Eugene Tan Kinetic Singapore Writer
Pann Lim Kinetic Singapore Creative Director
Stefan Khoo Stefan Khoo Photographer

Details
Brief Explanation:
The poor are very embarrassed about their plight. More so for an Asian society when the matter of “saving face” is paramount. Though they need help, the poor do not want the world to know of their plight. Hence, the task was to help raise funds for them while being sensitive and thoughtful about the poor’s dignity.
Describe the brief from the client:
Other than to raise funds for the poor, the project aims to give them a face, while helping retain their dignity.
Description of how you arrived at the final design:
There are many different organisations raising funds for the poor. Hence, there was a need to create something that truly reflects the hearts and minds of the poor for the world to see. Finally, a book was created to give insight to the world of the poor.
Indication of how successful the outcome was in the market:
The entire stock of 2000 books were sold out within 3 months and the targeted amount was collected. The sum was distributed equally among the households under the church's care.