The brief was to make customer service jobs look fun.

We thought it would be stronger to show how tough they really are — and how much respect that toughness deserves.

Can You Serve became an eight-part reality competition, with twelve contestants facing increasingly difficult service challenges for a $100,000 grand prize.

The show aired in primetime, earned stellar ratings, and was renewed for a second season.



Awards
One Show Entertainment 2012: Merit for Television Unscripted/Reality Series
Effie 2011: Bronze
Singapore Advertising Hall of Fame 2010: Most Effective Media Campaign of the Year Finalist

Credits
Creative Director: Noel Yeo, Shawn Loo
Agency: BBH Asia Pacific
Client: Singapore Tourism Board