HEROIN. YOU'LL LOVE IT. by Lowe Singapore for Singapore Anti-narcotics Association

HEROIN. YOU'LL LOVE IT.

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Industry Against Drugs
Media Design & Branding
Market Singapore
Agency Lowe Singapore
Art Director Eranga Tennekoon
Producer Michael Kan
Editor Irene Theng
Released April 2012

Credits & Description

Category: Advertising Typography
Advertiser: SINGAPORE ANTI-NARCOTICS ASSOCIATION
Product/Service: DRUGS REHABILITATION GROUP
Agency: LOWE SINGAPORE
Chief Creative Officer/Executive Creative Director: Dominic Stallard (Lowe Singapore)
Creative Director/Copywriter: Lisa Glasgow (Lowe Singapore)
Art Director: Eranga Tennekoon (Lowe Singapore)
Agency Producer: Jasmine Tan (Lowe Singapore)
Group Account Director: Mawar Quek (Lowe Singapore)
Producer: Michael Kan (Shooting Gallery Asia)
Director/Cameraman: Sebastian Siah (Shooting Gallery Asia)
Editor: Irene Theng (Emoxis Llp)
Calligrapher Artist: Leigh Reyes
: Fuse Adventures In Audio (Fuse Adventures In Audio)
Media placement: FILM - CORPORATE VIDEO - WEBSITE/ONLINE CHANNELS - 25 APRIL 2012
Describe the brief from the client
Singapore Anti-Narcotics Association is a non-governmental organisation set up to openly and honestly tackle the real issues that surround drug abuse. Their philosophy is to be direct, unafraid, and unashamed to address the truth. Their brief to us was to simply convey the brutal reality of where heroin takes you - to reach out to anyone who is tempted to try heroin, and to those people in the beginning stages of this terrible relationship.
Describe the challenges and key objectives
The key objective was to create a film that spoke to existing heroin users, and potential users one to one, without patronising their intelligence or using typical drug visuals. We wanted to let the words and the calligraphy carry the horrific reality of this drug, and through this honesty enable users to reach out for help before they are at a point of no return. The challenge was to write and visualise this information in such a way that is was given the space to be fully absorbed and felt, in an alluring yet sinister way – very similar to the drug itself.
Describe how you arrived at the final design
We were fortunate to discover this beautiful style of calligraphy and were drawn to the way it seems to subtly allude to veins, intravenous injections and blood. It perfectly marries the harsh message with a beautiful delivery that together is disturbing and compelling to watch.
Give some indication of how successful the outcome was in the market
Initial reports are very strong with viewers surprised by the honesty of it. This is driving them to share it on our behalf, and we have seen a very quick pass-on rate. The nature of this job and our target audience means that it is difficult to get immediate results and feedback in terms of reaching our desired audience or quickly measuring the success of the communication. SANA closely monitor the people they treat, and new addicts so we will be able to get a good read on its effectiveness by the end of the year.