10
ColorWash slide 1
Colorwash

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

Challenge

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.

Solution

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
Schroders

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

Challenge

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.

Solution

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
Schroders Slide 8
Schroders Slide 9
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
Bestofire slide 1
Bestofire

Working with Bestofire was like playing with that kid with the crazy toys. They are in the business of providing jaw-droppingly cool fireproofing solutions for theme parks and hotels in the region.

No surprise that our planners and creative nerds shifted into their best "Autobots, assemble!" mode and went to town on this project.

Branding / Research / Strategy / Identity / Print / Film/Video / Digital / Environmental
Bestofire slide 2

Challenge

After 2 decades in the business, with a core team of nearly 20 and a stable roster of global partners, Bestofire was keen to articulate their brand difference and redefine success amid a changing environment. In an industry where the “old timers” are reluctant to embrace change and where young talents are hesitant to join, the client struggled to bridge the divide between a successful – albeit quickly irrelevant – past and an exciting, uncertain future.

That's where antics@play came in.

Bestofire slide 3

Solution

To accurately construct the client's business environment and prospects, our consultants shadowed the sales and HR teams to gather valuable insights. Lively vision workshops and thought-provoking interviews were also conducted to inspire the management to cast aside preconceived notions of business and operations, and to shift into "future" mode. What the client came away with was surprising even to themselves: They went from "I thought we wanted to be this" to "Could we really be that?".

With the strategic planning and business restructuring phases completed, the creative team went on to design a fresh visual identity that re-sparked the decades-old brand. Completing the facelift was a new attitude expressed through stationery, collaterals, brand imagery, videos, office décor and a showroom.

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Verre slide 1
Verre

Knowing our love for all things F&B, Wine Culture commissioned us to create an identity and branded experience for Verre, a modern French wine bar along the historic Singapore River with a focus on "terroir".

Hard as it was, we had to put down the wine glasses, whip out the dictionary and get down to business. Starting with, "terr- what now?"

Branding / Identity / Content / Print / Digital / Environmental
Verre slide 2

Challenge

The client had wanted an establishment that resonates with wine aficionados, and yet inspiring enough to attract the neighbourhood crowd. But transposing French ideas of wining to a local context proved trickier than imagined. We had to do some terroir-ing of our own.

Solution

Inspired by the notion of terroir – how geology, geography and climate combine to bestow unique characteristics on wine, we toured the character of the bar's Robertson Quay area and were struck by its historic riverside ambience. With that, we engaged the clients in moodboard collage fun, piecing together textures, colours and furniture that ultimately sealed the mood for Verre.

Verre slide 3

In designing the brand's visual identity, we toyed with letterforms and graphic elements that hinted at notions of fine wines and glasses. We discussed with interior design firm Peter Tay Studios on weaving the brand's character into the bar's architecture and décor. One of the highlights turned out to be a huge glass-encased wine cellar centrepiece, where diners can view the wide selection of wines.

The project included also a suite of collaterals design, from placemats to menus and website to welcome aficionados who travel to Verre for particular vintages as well as neighbours who now like to pop by and relax into the night. Since 2011, Verre's maturing like a glass of fine wine.

Verre slide 4
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Verre slide 6
Swarovski slide 1
Swarovski

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

Challenge

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.

Solution

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
Acuvue

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

Challenge

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.

Solution

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
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Ascendas slide 1
Ascendas-Singbridge

Providing business space solutions across Asia, Ascendas-Singbridge is a place where work, live and play truly come together in a seamless package. Sounds like something we can vibe with, and vibed we did. For 5 years and counting.

Social media / Strategy / Content / Event / Film/Video / Experiential
Ascendas slide 2
Ascendas slide 3

Challenge

While some perceive business real estate comms to be fairly mechanical, we saw in Ascendas-Singbridge a lively playground bursting with inspiration and creativity. Our task was to shape customer perception in the digisphere of what a business space can and ought to be like, to increase tenant engagement and loyalty, as well as to drive job enquiries.

Solution

To align overall brand messaging, we developed a digital strategy, with a social media persona setting up communities and conversations across digital platforms in China, Korea, Japan, Indonesia, Philippines, Vietnam, Australia and Singapore. Working with multiple market teams, we dove deep into the mindsets of communities, developing stories and content that set the global stage and yet remained intimate and locally relevant.

Ascendas slide 4
Ascendas slide 6

From staging talkshow-format webinars to location shooting with tenants, creating branded content to inspire community for Ascendas-Singbridge was easy with so many stories to tell. Since 2013, our inspired efforts have resulted in sharp improvements in brand perception ratings, increases in tenant engagement by 60% and even job applications from 10s to 100s.

evian Slide 1
evian

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

Challenge

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

Solution

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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WE SOLVE BRAND AND
PR PROBLEMS!
antics@

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

THE CREATION
OF SOMETHING NEW IS NOT ACCOMPLISHED BY THE INTELLECT BUT BY THE PLAY INSTINCT
IS A
TO
AND
TO A
ONE
IN
WITH THE
PLAY
DOORWAY
LEARNING
PATHWAY
NEW SELF.
MORE
TUNE
WORLD.
3M
Acuvue
Ascendas-Singbridge
Chocolate Origin
evian
Great Eastern
iDA
Kimberly-Clark
meiji
Ministry of Communications & Information
Oakwood
OANDA
Republic Polytechnic
Schroders
Smaato
Swarovski
Taiwan Tourism Board
TP-Link
USG Boral
ZO Skin Health
Shawn Mak
:Or an Impossibly Lifelike Prototype
Winnie Pua
Dreamweaver
Christina Tarigan
Brand Navigator
Min Nguyen
Creative Bear
Danielle Loh
Brand Quarterback

Vince Tutay
Creative Dreamcatcher
Jennifer Teo-Han
Creative Harmoniser
Cindy Goh
Creative Master
Matthew Leu
Creative Athlete
Iris Gu
Brand Catalyst
Megan Simpson
Brand Guardian
Check out some of our case studies. Be inspired. If nothing else, they're pretty to look at.
ColorWash
Schroders
Bestofire
Verre
TP-Link
Swarovski
Acuvue
Ascendas-
Singbridge
evian