Raffles Place is the main subway station serving Singapore’s Central Business District, so the traffic never really stops. That made it the right place for a message about progress in the face of obstacles — and the right audience to hear it. We used every media space in the station, and created some new ones.

Above: The chainsaw is lenticular, so it appears to move as pedestrians walk past.

Above: Loosely installed lighting tubes make the storm clouds flicker.

Awards
Asia Pacific Advertising Festival 2005: Bronze for Billboard/Signboard: Single “JW Long Wall”
Asia Pacific Advertising Festival 2005: Merit for Billboard/Signboard: Campaign

Credits
Copywriter: Noel Yeo
Art Director: David Wong, Hoon Pin Kek, Elyn Wong
Creative Director: Steve Elrick
Agency: BBH Asia Pacific
Client: Johnnie Walker