The Assembly
A Something Old Something New Campaign
“The Assembly” is a campaign designed for Something Old Something New (SOSN), a neighbourhood thrift shop that generates financial support for beneficiaries of Simei Care Centre. We designed and implemented a new sustainable system for the brand, and thereafter put together a campaign focused on driving traffic to this thrift shop.
An advertising initiative was developed to share the brand’s story, build relationship with the consumers, and encourage them down to the thriftshop.
The main objective was to break the barriers between mentally disabled individuals and society.
The campaign’s concept was anchored around the idea of assembling lives, and helping these mentally disabled patients be part of the big assembly (society). This symbolises erasing the line between the patients and society. The campaign has 4 phases – namely to Tell, Sell, Celebrate, and Engage.
Phase 1Tell our story
The campaigns is kickstarted with a series of video commercials launched into the internet and social media sites, introducing the campaign’s art direction of puzzle pieces and the message of assembling lives just by shopping.
The story is continued with a given solution to assembling someone through ambient advertisements strategically placed in shopping malls. The missing puzzle pieces that make up the ‘happiness’, ‘dream’, and ‘ freedom’ of the person in the portrait is extruded out of the lightbox, with an attached SOSN brand product label.
PHASE 2Sell the business
The second phase cuts straight to the chase, by making the call-to-action and message clear and direct. We prompted audiences curiousity and helped them to understand how changing someone’s life is just a thrift away.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
PHASE 3Celebrate the beneficiaries
Instead of shying away from society we want to get our beneficiaries out there, and be proud of the numerous success stories. This phase appreciates the supporters and breaks the division between society and the mentally disabled. We make our consumers part of the picture that they themselves have assembled by thrifting with SOSN.
PHASE 4Engage the consumers
The campaign is rounded up with a digital engagement collaboration with the well-used app, Carousell, with over 1 million of our targeted users. The digital media space allows the consumers to do the buying and donating for SOSN as they sell their products, or purchase from the community of products declared for a good cause. And through that, our consumers can now generate the income for us through their smart phones, at their own convenience!
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.