Nexus | Total Defence 2010 | Singapore

Created by the local creative agency Nerf Creative and public relations agency Hill & Knowlton, the www.iwill.sg website encourages Singaporean to take action and pledge what they are prpeared to defend.

An online contest is held for family and friends who can share their stories on how they have bettered themselves and their community. Contestants can upload messages, images and videos to win prizes like computer notebooks and gaming consoles.

Guerilla marketing and PR efforts also support the 'I will' project. These activities try to push the public to join the pledge and leave messages on the forum to motivate the others.

Total Defence is a comprehensive defense strategy of the Singapore Armed Forces. The Total Defence Day is held on 15 February each year to create public awareness.

OMD won the Total Defence account last August.





Credits:
Project Total Defence 2010
Client Nexus, Singapore
Creative agencies Hill & Knowlton Southeast Asia, Nerf Creative
Chief creative officers Baey Yam Keng, Jeffrey Koh
Art directors Wincannie Jap, Ooi Bebe
Copywriter Bjorn Lim
Media agency OMD, Singapore
Production companies Lumina Photography Studio, Petal Productions
Exposure Outdoor, online, PR, guerilla marketing