National Council Against Drug Abuse
We felt the finger-wagging approach adopted by previous anti-drugs campaigns was not getting through. So rather than lecture young people about the dangers of ketamine (which would only make it sounds glamorous) we decided to show why drugs make you look stupid.
Newspaper & Outdoor
Line: "Ketamine won't kill you, but you'll wish it did."
Magazine
The following three ads mimic editorial spreads which showcase nightlife events. We added a twist by inserting pictures of wasted-looking Ketamine users into the mix.
Radio
We recorded live using an actor and an unsuspecting service operator.
Ambient
Fake handles, attached to plate glass windows to simulate an actual working door. Headline reads: "Ketamine can seriously affect your judgement"
Store directory placed in malls. Some of the captions below the red dot read: "Your are here". "Or maybe you’re here".
"But then again you could be here". Main line is "Ketamine can affect your judgement"
Shirt had fake vomit. Trousers had fake pee. These were put in boutiques frequented by young shoppers.
Airline-style sick bags, placed in Singapore’s largest taxi fleet.
Placed on toilet doors at clubs
Interactive
Website (click on image to launch)
Banners
Mobile
Singaporean teens are mad about mobile gaming. So we developed this game based on the popular “Para Para” dance craze from Japan. The game was downloaded direct to the phone, via the mobile network. Click on image for demo.
