Collective Work – Daniel Koh
(Completed during Daniel’s tenure at OgilvyOne, Singapore)
The objective was to show the younger generation what a diverse experience they could discover if they visit the UK. By guiding users through the wired and wonderful events, sports, food and culture from UK, we have given them an alternative to the expected visit to Buckingham Palace and Madam Tussauds. As they browse the site, they’ll not only find the best place for fish and chips, but also a richer more cost effective view of the UK with experiences closer to that of a local, than a tourist. There’s also a healthy dose of unbridled British sarcasm.
Targeted primarily at the youth, the campaign uses the digital medium to diffuse the message, in both English and Thai – with the revamped website, viral videos, bizarre banners with wacky EDMs. The Other Britain challenges the perceptions of Asian youths by giving them the privilleged, insider view of all that is cool, current and exciting in Britain – the stuff that then becomes cool around the world.