The context

My team and I were hand-picked by our lecturers to represent Singapore Polytechnic in challenging 18 other teams to come up with the best marketing campaign for AsiaOne's brand revamp within 24 hours.

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Jointly organised by the Association of Accredited Advertising Agents Singapore (4As) and Singapore Press Holdings, the 24-hour challenge is part of the annual Crowbar Awards.

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Our solution 

Using contrasting news topics to highlight the diversity in content that can be found on the new and improved AsiaOne site, as well as the freedom of choice and control that comes with this diversity.

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My role

Successfully pitched a fully developed communications plan within 24 hours to judges from SPH Digital, DDB, Publicis, and Republic Studios.