is a Creative Director.

60 Years of IBM in a 48 year-old country

Project Goal:

IBM was celebrating its 60th anniversary in a country that was still in its 40s. The job was to highlight how IBM's and Singapore's growth has intertwined over the years.

Summary:

That was kind of a big deal and we thought that IBM should make a bigger splash instead of the usual, self-congratulatory full-page ads that brands gravitate towards. They listened. We hired a well-known illustrator to reimagine what innovative transformations are in stored for Singapore in the years ahead. 60 to be exact. And what it has done in the 60 years prior. We also did a time-capsule of a microsite that allows visitors to compare achievements and possibilities both past and present spanning 120 years to celebrate the milestone.

Bought full-page ads in publications such as Business Times.

Microsite pairing technologies and inventions, with events and developments and their contrasts. Each pairing features an aforementioned element 60 years into the past, and 60 years into the future.