THE BOOK OF
MARTIN LOH, AD CREATIVE
I'm a copy-based senior creative who spends my days (and when it's worth it, nights)
writing ads that make you chuckle, snigger, and sometimes even shed a tear.
And if I do my job really well, I might even get you to click that "Buy" button.
THE WORK
Income eDrivo EV Insurance
Between Two Chargers
The ridiculous thing about EV car owners? Most of them were still using regular car insurance. So, to launch Income's new EV insurance, we leaned into how absurd it was. And got two of Singapore's top comedians to co-write the spots, riff freely for the social series, and perform at Singapore's first EV-only drive-in comedy show.
Income Complete Life Secure
Unproud Parents
When a parent with cancer doesn't have critical illness coverage, their children suffer.
In this short film to launch Income's Complete Life Secure, 12-year-old Sara is recognised for being mature and responsible. But mom feels the opposite of what you might expect.
HSBC Premier
The HSBC Futureverse
The only thing certain about the future is uncertainty. And by being honest and upfront about it (and demonstrating it in a cool way), we showed how HSBC Premier was the right partner to help build your long-term wealth.
We partnered with Meta to create a one-of-a-kind digital film experience that showcased almost 6 million possible futures - and made it such that no two people would ever see the same one.
HSBC Premier
Show Your Love Fully
HSBC Premier was making it easier for customers' family members to also get full Premier status. So our light-hearted campaign showed that just like how a parent’s love has no limits, there were now no restrictions to your family joining Premier.
Singapore Bicentennial Launch
Recasting Our Colonial Past
The year-long commemoration of Singapore's founding wasn’t meant to be a celebration of our colonial roots, but a chance to see our history more accurately. Thing is, Singaporeans weren’t buying it.
We needed to launch the campaign with something that would make them sit up and look at our history differently. So, we made the statue of Sir Stamford Raffles disappear.
Singapore Bicentennial Film
A New Perspective
When the Bicentennial was announced, Singaporeans expected (yet) another history lesson. But we wanted to show them a different, more nuanced look at the past.
With our rich, complex history and qualities that come to the fore in times of adversity, we needed to ask ourselves: What are we made of? And what does this mean for our future?
Singapore Bicentennial
Content Series
A Meal Between Generations
This content series was created to tell the stories of our heritage through our number one love - food.
We brought acclaimed chefs and influencers together to share dishes and talk about the dishes’ origins. By understanding how each dish arrived on our shores, we gained insight about who we are as a people.
Head & Shoulders Brand Film
It's a Crowded World
Head & Shoulders wanted to create a platform for the brand in the region while highlighting how the shampoo tackled the two big issues of dandruff and scalp odour.
With our South-east Asian cities increasingly cramped and overstuffed, we positioned it as the shampoo that removes those two barriers and brought people closer together, making a crowded world a Good Thing.
Head & Shoulders Ultramen
Sweatuations
To launch this mentholated men’s shampoo,
we cast two of the hottest male personalities in their respective countries: Mario Maurer
(from Thailand) and Nico Balzico (from the Philippines), and depicted them in situations where they really needed help to cool down.
Vicks Brand Film (PH)
Learning to Love
It's the presence of care that makes a family, and not the other way around. In this short film that launched the Touch of Care brand platform in the Philippines, we wanted to show how an act of care not only has the power to transform lives, but can transcend backgrounds, social norms, and stereotypes.
The film reached 35 million people, and led to a 70% increase in sales of Vicks products.
The film also helped to launch the Touch of Care fund, which aims to provide more second chances for Filipino children in need.
Audi SG50
A Drive Back in Time
Audi’s ethos mirrors Singapore’s own commitment to progress and innovation. This shared belief allowed us to celebrate our 50th birthday in a meaningful way, instead of simply jumping on the bandwagon.
Using GPS technology and a custom-built phone app, we created a fully immersive, location-based virtual reality experience that brought 1965 Singapore to life, and showed Singaporeans just how far we’ve come.
AXA Brand Platform
True Protection
The insurance industry is a cluttered space, and AXA was finding it hard to compete with the five big players.
We created True Protection, a platform that helped AXA overcome the perception that it was cold, distant, and foreign. This led our thinking for several branding and product campaigns through the year, taking AXA from 13th place to 5th in top-of-mind awareness, and contributed to business growth of 35%.
Fairy Dishwashing Liquid (AU)
It's Right in Front of You
Even though tests showed it gave better results, Fairy still couldn't snag the top spot in the AU market. We found out that Aussie housewives didn't blame their current dish tablet for dishwashing failures. Instead, they blamed themselves!
We created a spot to tell Australian housewives that they needed to wise up, because the real culprit was right in front of them.
Joy Dishwashing Liquid (MY)
Clean or Not Clean?
After 4 years in the Malaysia market, Joy's market share was still negligible. So, to break through, we created a campaign that played off a local insight - that Malaysian moms believed their dishes were being cleaned well, when it was quite the opposite.
This real-life experiment showed Malaysian moms just how “clean” their dishes really were. It led to a 21% jump in sales and an increase in market share from 4% to 5.5%.
Coca-cola
Happiness from the Skies
Singapore - a first world country built by a large migrant workforce. Far from home and family, these construction workers spend their lives here isolated from society, with their contributions unacknowledged and unappreciated.
We set out to build a bridge between these workers and Singaporeans. Together with Singapore Kindness Movement, we collected thousands of messages of thanks. Then, using a fleet of custom-built drones, we delivered them with Coke to places inaccessible to everyone but the workers - at construction sites 30 stories up.
Singtel Brand Films
During special occasions and festive celebrations, Singtel took the opportunity to reach out to their audience and show a side that was softer, human, and more approachable.
Okamoto Condoms
The Okamoto Freedom Project
Sales of market leader Durex were way ahead of anyone else. With condom advertising in Singapore prohibited, Okamoto needed a different way to reach out to young adult Singaporeans. Knowing where and how they hook up, we created three products to help privacy-challenged Singaporeans have fun without being found out.