Beyond Social Services Print Rearranging Lives, 3 by Publicis Singapore

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Rearranging Lives, 3

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Singapore
Agency Publicis Singapore
Associate Creative Director Kris Ng
Released June 2013

Credits & Description

Media: Print
Category: Public interest
Agency: Publicis
Brand: Beyond Social Services
Geo: Asia, Singapore
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