ColorWash slide 1

Espousing the virtues of clean living, Colorwash became the region's premier professional cleaner of bags and shoes in a few short years. They were among antics@play's 1st clients, and by playing and dreaming together, we ferried the brand from 2 stores in Singapore to multiple outlets across the region.

Branding / PR / Research / Strategy / Audit / Identity / Advertising / Media relations / Celebrity and influencer relations / Corporate communications / Print / Video / Event
ColorWash slide 2


Colorwash engaged antics@play in 2010 to prepare their brand for overseas expansion. But with only 2 outlets, and pretty much a mom-and-pop sensibility to their branding and marketing work, we had to evolve the brand into something that resonates across markets and inspires confidence so the business can grow in leadership and footprint through a franchising model.


One of the 1st things when designing a service brand is to experience the service yourself. Colorwash was quick to open its workshop to the project team. We witnessed how limp bags got magically plumped and glossied up through a scientific process that was as much science as art. And that inspired our approach to building this brand.

ColorWash slide 3

Based on data and research, we defined the value proposition of Colorwash to potential customers across Asia, and repositioned the brand. We shaped its narrative to appeal to customers in each market; while continually monitoring and building up the brand's equity. With the successful signings of business partners across Asia, we remained on board as Colorwash's regional brand guardian, inducting new franchisees, creating regional resources and sharing toolkits. Once a year, we would host workshops with local teams to inspire their ambitions and spark their creativity in marketing.

ColorWash slide 4
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And of course internal branding needs to translate to external communications. That's where our PR team would organise periodic press engagements. From service demos to leather crafting and care, we engaged the media in unexpected ways, making Colorwash one of the mainstay brands on TV and fashion magazines today.

ColorWash slide 9
Schroders Slide 1

Since 2009, Schroders and antics@play have been leveraging brand-led narratives and integrated communications to allow this respected global fundhouse to communicate its heritage, innovation and thought leadership in the financial industry.

With an appetite for innovation and exploration, we constantly level up each other's game and challenge public perception of what a financial brand can and should be.

Advertising / Content / Writing / Print / Film/Video / Digital / Event
Schroders Slide 2


One of the key challenges of working with a financial brand is the need to sound corporate enough to imbue the brand with confidence, method and stability; while not sounding too corporate as to be void of personality. Compounding the issues was the need to communicate a brand that's big on heritage but which lives in the digital future.


One of the benefits of working with a long-term client is you get to evolve alongside them. Over the years, we've managed to successfully walk the tightrope between information and education to networking and entertainment. Paired with insightful discourse with partners and retail investors, and we've got the Philippe Petit formula.

Schroders Slide 4

Corporate literature and content – like fund brochures, white papers, video interviews – are decidedly more sober; educating audiences on investment strategies and insights on topics from retirement planning to growing sustainable income.

Other projects are decidedly more playful, where we sambaed with visual metaphors for a multi-asset fund campaign to devising a bisected coffee table book to mark an important milestone. From Vanity Fair-esque photo shoots to LOL brainstormings, Schroders went on a journey of discovery into the heart of their brand and returned with unexpected ways of communicating their story.

Schroders Slide 5
Schroders Slide 6

"Experiential" was certainly a buzzword overheard at each event we designed. From sake appreciation and whiskey tours to charity pantomimes, we have created a brand and much anticipation around each Schroders outing, which has now become the must-have ticket among the financial industry. Since 2010, we have whisked guests from the exotica of Arabia to a barnyard in Singapore; physics be damned, we even enchanted guests with a ticket to the heavens and then back to Victorian England for a renaissance faire the next year, followed by a one-night-only Schroders Comedy Club in the heart of the CBD.

Schroders Slide 7
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Schroders Slide 10

Besides event invites, the annual Schroders Chinese New Year red packet is another highly coveted item. From augmented reality to scented ink and printing techniques to challenge even the most seasoned printers, our creative team has a ball each year inventing ideas that seem zanier than the last. And the customers and media love it. Our designs have been featured in publications like The Straits Times, Men's Health and AsiaOne. Better than brand awareness, we have created desire.

Schroders Slide 11
grid mobile slide 1
grid mobile

GRID Communications, a B2B telco, appointed us to launch an MVNO into an already saturated space dominated by big players in Singapore. Inspired by the story of David vs Goliath, we created a cult brand–grid mobile–that spoke to a human truth, shaped conversations and directed client’s product strategies. How? By putting it in the hands of the people.

Branding / Research / Strategy / Identity / Advertising / Video / Digital / Social media / Influencer relations / Website
grid mobile slide 2


Since Circles.Life’s launch in 2016, MVNOs have quickly gained market share with cheaper, no-contract, and even zero dollar plans. With data-hungry consumers all clamouring for a piece of the action. Every player in town was offering customers more for less. And some, for nothing at all. How do you beat that?


With a strategy focused on empowering millennials, its core TA, we took to the streets, conducting straw polls to uncover their motivations and pain points around telcos. Then, leveraging client’s plans for an upcoming lifestyle rewards programme, we computed it was possible for customers to actually earn from using their mobiles.

grid mobile slide 3

Putting them together, we developed a brand narrative and campaign idea with this daring proposition: grid mobile pays you to do what you want. The benefit? So you spend less time worrying about spending, and more time on what you really care about: Living large-r and getting more out of life.

From a friendly logo to a rebellious colour scheme, to a suite of mix-and-match emoticons. We created an identity system that is set free to be as big and loud as you want (it) to be. The website and welcome kit greet customers with bold, larger-than-life expressions. Zesty, welcoming with a burst of cheer and energy. That’s how living large ought to feel!

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With the brand foundation built, it’s time to launch it. The campaign furthered its narrative of living large and free. From UGC to micro-influencers, we let the consumers help us tell the brand story. Millennials showed off mad skills, like making a 5-tier nasi lemak cake and finishing an ice-cream cone in 1 bite; while others indulged their passions, dancing on trampolines and polishing off a 5kg plate of char kway teow; all inspiring each other what it’s like to live life on their own terms.

With the big brand narrative launched and understood, it was time to go deeper into product education. We focused on introducing the rewards programme and the price plan.

grid mobile slide 9

Using National Day as a launchpad (who can top a country’s freedom story? LOL), we placed ads strategically at City Hall MRT platform screen doors to reach young professionals and crowds attending NDP 2019.

And the goodies kept coming. A series of animated display ads drove consideration and purchase. All showcasing youthful energy with contrasting colours and a multiverse collage of living large and giving zero f–s.

grid mobile slide 10 Yasir

Content-wise, we continued the brand narrative on social media by offering bite-sized tips on hacking gridRewards and life.

Not only did grid mobile project a bold and colourful persona, it threaded a consistent narrative of freedom and empowerment through every touchpoint–from product and offer to visual identity and advertising. By putting customers in the driver seat of brand and product development, grid mobile was able to very quickly cut through the noisy market with a brand that relates and resonates. It was the David that made its mark in an industry of Goliaths.

grid mobile slide 11
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Timezone slide 1

Opening its doors in 1978, Timezone, an international chain of family amusement arcades quickly became synonymous with joy and fun-filled memories across generations in APAC. Hopping on to play co-op with Timezone got our adrenaline pumping. We were going to take it to the final boss and beyond. What did Timezone need? A reboot, refresh and to get everyone itching to “Play Again?”

Branding / Strategy / Identity / Content / Print / Digital / Environmental / Social media / Content / Experiential
Timezone slide 2


With fierce competition from new and exciting brands, Timezone's youthful charm withered. Shooting up nefarious bad guys and their henchmen in Time Crisis, living NASCAR dreams in Daytona USA and branding from a bygone era wasn’t making the leaderboard anymore. To Millennials and Gen-Zs the brand was a dusty game cartridge.

Timezone wanted to reclaim its position as a leader amongst entertainment centres with new games and concepts. To accompany the new games and their smooth graphics, Timezone’s brand identity needed an equally eye-catching graphic card. This is where their target audience, Millennials and families, could experience emotional highs and learn through states of play.

Timezone slide 3


Developing Timezone’s new brand identity required us to equip it for modern conventions. This means brand collaterals that can be adapted for use across various media channels and platforms, and flexible enough to appeal to different stages of life and play.

The new identity is the personable, fun and interactive branding that's clear across various touch-points. Cementing Timezone as the place to create fun memories with family and friends.

Timezone slide 4

Following the success of their rebranding, Timezone ventured overseas with a new concept—Timezone Play ‘N’ Learn.

Launching in the Philippines, Indonesia, Vietnam and India the new brand focuses on creating unique learning journeys for children through our most natural mode of learning—play. By shadowing and working with their team in Vietnam we developed an immersive user journey and environmental experience that shaped not just the identity and experience but also the products. It was a means for customers to build familiarity, loyalty and encourage repeat visitorship as they grow through the ages.

Timezone slide 5

As they enter, children and their parents or guardians are greeted by interactive touch-points designed to engage and elevate the learning journey. Created for children aged 0–12 the concept complements and enhances the way children play. Featuring multiple themes and a spectrum of colours that stimulate their imagination. And ours.

Timezone slide 6
Swarovski slide 1

Swarovski is the world's leading producer of precision-cut crystals for fashion, interiors and architecture. But how do you translate crystalline beauty to an inspiring corporate culture and a branded customer experience?

That's where you get them to channel their inner Monroe.

Corporate communications / Print / Film/Video / Event
Swarovski slide 2


When Swarovski HQ developed a new set of strategic business and brand plans coined Swarovski 2020, antics@play was tasked to roll it out to staff across Asia Pacific and Japan. We had to make the vision relevant to a regional audience, and prepare staff at all levels to live the values via a structured training and ambassadorship programme.


To generate strong staff understanding and commitment, we whisked key teams from across Asia on an exhilarating journey by way of a 2-day hands-on workshop.

Swarovski slide 3

Creatively we had them peer into their long-term vision and goals, internalise what it means to be an ambassador for Swarovski, and enkindled their desire to get there. Participants worked on strategies to deliver long-term business, and left with an enabling kit of collaterals to inspire their colleagues back home.

We also created opportunities for staff to be reminded of their renewed goals and values following the session. From branded customisable work diaries to training videos, we worked with the Swarovski team to create sparkling moments from office to storefront.

Swarovski slide 4
Acuvue slide 1

We admit. We're a cluck older than your average teenager. Which is why when we sat down to devise a campaign to launch a new Acuvue product to youths, we had to dig deep into our inner teens. When that failed, we chucked the 80s record collection and like 21 Jump Street, infiltrated the schools.

Strategy / Advertising / PR / Content / Experiential / Media relations / Celebrity and influencer relations / Social media
Acuvue slide 2


What happens when your definition of teenager is Debbie Gibson and 80s cut-off jeans? How does a bunch of adults tap into the modern teen psyche? Well, you play.


We first infiltrated universities and youth hangouts to suss out their passion points. Doing so let us see the world from their eyes, which then inspired us to craft compelling campaign tactics that resonated.

Riding on the "cool" factor, we partnered sports groups to co-develop fun, active content. From canoe polo to gymnastics and track, student leaders excited friends through these content relating to sports and contact lenses. It was also with this campaign that Acuvue set up its Singapore social media sites. Supported by ads, the campaign created unprecedented buzz for the new product and raised affinity for the brand among youths.

Acuvue slide 3

Driving the message home was PR. Tapping on Singaporeans' love of marathons, our team reached out to high-profile sports personalities to extend Acuvue awareness and education into that space. Excited by the brand and products, the ambassadors shared their own journeys on eye care and exercise. And they did it all without cut-off jeans.

Acuvue slide 4
Acuvue slide 5
Starbucks slide 1

You know Christmas has arrived when Starbucks’ red cups hit the streets. A modern tradition that has become synonymous with the magic of the season. For Christmas 2018, we reimagined and made the festivities a venti to engage consumers online and drive footfall into stores. We put the joy and excitement back into Christmas at Starbucks. A seemingly Santa-level task when the brief first dropped.

Digital / Social media / Strategy / Content / Activation
Starbucks slide 2


Christmas takes the top spot amongst holidays when it comes to crowds. A mad rush for brands and consumers alike to beat one another to giving or snagging the best deals, and sending out fuzzy and warm season’s greetings.

As the blizzard of Christmas-themed products and messages increases in intensity and volume each year. And with Millennials preferring unique and differentiated messages. Starbucks’ ownership of the holiday experience amongst coffeehouses had been ground down.

Starbucks slide 3


A Christmas experience both in-store and digital was needed to help Starbucks reclaim the Christmas narrative. Our task was to get Starbucks’ fans and even rejecters to get their holidays on with an extra shot or 2 or more. It was time to get Christmassier.

Encouraging consumers to get Christmassier were rich media banners that invited them to play-to-win. From random clicks that changed their Christmas narrative from blah to bazinga!, to a Christmas jackpot game, users got into the festive mood while unlocking rewards that went straight into their membership account. Coupled with geo-location ads that pinged coffee fans within radial distance from coffeehouses, store traffic was given a significant boost, while additional membership signups were a delightful Christmas bonus.

Starbucks slide 4

In a 1st for Starbucks Singapore, we created Giphy stickers for fans to customise their Starbucks Christmas story and spread the #MerrySips on social.

The 2-month-long campaign garnered over 1.4 million in reach and 12.9 million impressions. Creatively, the campaign scored a creative relevance score between 8–10, above the average market score of 7. And if anything else, we delivered the Christmas cheer in heaps and scoops.

evian Slide 1

We may not be babies, but we can certainly think like one! When evian tasked us to increase brand share across Asia by building on their iconic Live Young campaign, we not only rose to the challenge, we successfully evolved it. Helping others see the world through a child's eyes? That we can surely do.

Strategy / PR / Campaign / Media relations / Social media / Celebrity and influencer relations / Content / Event / Print / Writing / Film/Video / Experiential
evian Slide 2


Since rolling out their 1st Roller Babies campaign in 2009, evian has managed to conquer much of the Western markets with their popular Live Young campaign leveraging sports celebrities like Maria Sharapova and Lydia Ko. But of course, other mortals – not just athletes – need naturally pure and uniquely balanced water too. Recognising this, we collaborated with evian to evolve and grow its brand share beyond tennis hounds and armchair athletes by bridging association with the entertainment scene for the 7th edition of this iconic campaign. Just for Asia. We call it Oversize.

evian Slide 3


With the campaign heavily focused on lifestyle, we worked with popular entertainment celebrities that resonated with evian's target audiences from key Asian markets: Singer-host Ella Chen (from Mandopop group S.H.E.) for Taiwan, Chinese actress Sun Li for Hong Kong, and radio powerhouse Rozz Lee for Singapore. From in-store POSMs and high-touch events to social media buzz and branded content, we created association, affinity and stories of how these celebrities Live Young with evian. But beyond passive consumption of evian's messages, we gave the public a chance to be inspired by these personalities and share their live young stories too.

evian Slide 4
evian Slide 5

The regional Oversize campaign was kicked off officially in Taiwan in Jul 2017 at the trendy Xinyi district in Taiwan by Ella. That's where she helped us launch evian's 1st-ever Asia Oversize fashion wardrobe. Drawing inspiration from the fashion world, we created 4 fashion backdrops and oversized accessories for the public to get into the mood of creating their own Oversize stories, just like Ella.

evian Slide 6

The campaign was subsequently launched in Hong Kong and Singapore. But this time, we brought the party in-store and online, with a regional social media contest that spurred sales and PR noise. Many were seduced by the chance to win the 4D3N trip to luxuriate in the evian Spa at the 6-star Signiel Hotel in Seoul. Who doesn't want to rejuvenate like Ella and Rozz?

Working closely with the media and influencers, we generated over 220 pieces of media coverage and garnered over 600 contest submissions in just 3 months. Not to mention a new generation of adult babies whose mission is to live young the evian way.

evian Slide 7
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Brand agency. PR agency. Singapore based. Play oriented

More than design thinking, it's design playing

Play is the best way to innovate and create. When you play, you try on new behaviours, relax conscious thoughts, find the unusual, spark curiosity, animate ideas and overcome challenges. You become engaged in the purest expression of who you are and can be.

That's why we use play-based methodologies in all we do. We ideate, draw things, tell stories. We break stuff and put them back together. We play to get inspired. And our inspirations translate to effective solutions for your marketing and communication problems.

Some of the problems we solve:
  • How can I reposition my business and brand for growth?
  • How can I make my brand relevant in a changing world?
  • How can I more effectively manage my portfolio of brands?
  • How can my brand behave digitally?
  • How can I form a deeper connection with my customers?

Whether consultancy, brand building or identity design, social media marketing or digital PR, we are always brand-led, play-inspired, strategy-focused and experience-driven.

We are antics@play

Amazing Thailand
American Express
GOVTECH Singapore
grid mobile
Johnson & Johnson
Republic Polytechnic
Singapore Flyer
UnionPay International
Shawn Mak
:Or an Impossibly Lifelike Prototype
Winnie Pua
Wang Yu Qing
Brand Composer
Kit Thongchim
Creative Eagle
Ricca Ocampo
Brand Orchestrator

Vince Tutay
Creative Dreamcatcher
Kai Min
Creative Alchemist
Cindy Goh
Creative Master
Matthew Leu
Creative Athlete
Iris Gu
Brand Catalyst
Meng Chia
Brand Reformer
Check out some of our case studies. Be inspired. If nothing else, they're pretty to look at.
grid mobile

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