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©2024 CTSY

MITS Attrage: LIVE BIG






TASK:


CHALLENGE:


SOLUTION: Introduce the LIVE BIG concept to counter the challenges posed by the increasing cost of living, bringing back the idea of having fun in small, accessible ways.

Address the perception that having fun is becoming challenging due to rising living costs and reframe it by showcasing the potential for living big in small, meaningful ways.

The LIVE BIG concept serves as an overarching theme, emphasizing that the whole experience is greater than the sum of its parts. It positions the Attrage as exceeding expectations, both tangibly and intangibly. 

To enhance this concept, we introduced illustrations and movement graphics inspired by manga or graphic novels, elevating the newly face-lifted Attrage. These visuals were also seamlessly adapted to banners and social posts to enhance engagement.

Agency:
HAVAS Singpapore

Creative Director:
Jared Kang
Art Direction:
Cyntherea

Copywriter:
Genevive Tan