PICK UP THE DICE AND YOUR WORLD COLLAPSES - CHILDHOOD by Kinetic Singapore for National Council On Problem Gambling, Singapore

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PICK UP THE DICE AND YOUR WORLD COLLAPSES - CHILDHOOD

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Industry Public awareness, Public Safety, Health & Hygiene
Media Design & Branding
Market Singapore
Agency Kinetic Singapore
Art Director Lim Shue Pann
Copywriter Eugene Tan
Illustrator Leng Soh, Gian Jonathan, Clay Kuok
Released December 2011

Credits & Description

Category: Illustration
Advertiser: NATIONAL COUNCIL ON PROBLEM GAMBLING, SINGAPORE
Product/Service: NATIONAL COUNCIL ON PROBLEM GAMBLING, SINGAPORE
Agency: KINETIC SINGAPORE
Creative Director: Pann Lim (Kinetic Singapore)
Art Director: Gian Jonathan/Leng Soh/Clay Kuok/Pann Lim (Kinetic Singapore)
Copywriter: Eugene Tan (Kinetic Singapore)
Illustrator: Gian Jonathan/Leng Soh/Clay Kuok (Kinetic Singapore)
Videographer: Desmond Tan (Kinetic Singapore)
Media placement: Installations - Youth Park - 16 Dec 2011

Describe the brief from the client
There is a rising trend in youth gambling. It was up to National Council on Problem Gambling (NCPG) to help youths know the dangers of gambling and stay away from this vice.

Describe the challenges and key objectives
It is imperative to engage the youths before they succumb to high-stakes gambling by helping them focus on what really matters to them.

Describe how you arrived at the final design
We created installations housing visuals made up entirely of dice which reflect current stages in the lives of youths, showing positivity and promise. By their own hand and curiosity, they witness how gambling wrecks their lives if they pick up the dice.

Give some indication of how successful the outcome was in the market
The installations were located in the country's most popular youth park *Scape, and attracted lots of attention and interaction.