Drypers

Turning proof into a parent promise.

How We Made Dry Nights the Main Character

Creative & Content Marketing

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Media Planning and Buying

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The Brief

Singapore’s diaper market is becoming increasingly premium, with parents looking for better dryness, comfort, and skin protection. Drypers SuperDry had the right credentials, but needed a sharper story to compete against brands already associated with overnight performance and gentle care.

The Ultimate Dryness Guarantee

Instead of talking about dryness like every other brand, we made it feel bigger — not just a feature, but the reason for better sleep, fewer interruptions, and happier days. From there, we created an integrated campaign system that brought the message to life across every touchpoint: A hero street-interview video asking parents what they would pay for a good night’s sleep The #SuperDryGuarantee challenge to drive authentic parent-led testimonials Social content focused on product demos, lab-test proof, and everyday parenting scenarios Landing page, in-store demos, sampling, and OOH to move interest into trial and purchase

Trust Became the Differentiator

The strategy was rooted in a real tension: parents don’t want claims, they want reassurance. So we paired emotional storytelling with product proof. The campaign gave Drypers SuperDry a clearer role in the category: a diaper designed for all-day comfort and overnight dryness, proven through tests and product sampling.

More Projects

Singapore’s diaper market is becoming increasingly premium, with parents looking for better dryness, comfort, and skin protection. Drypers SuperDry had the right credentials, but needed a sharper story to compete against brands already associated with overnight performance and gentle care.

Drypers

Graduation marks the end of one chapter, but it is also the beginning of another. For NUS’ 2024 and 2025 Commencement Class Giving Campaign, the challenge was to inspire fresh graduates to give back at a time when they were just stepping into the next phase of their lives. Rather than just focusing on the donation itself, the campaign needed to create an emotional reason to contribute, one that felt personal, meaningful, and true to the NUS experience.

NUS

Clarins is a household name in skincare, carrying decades of quality and trust. What it needed was a refresh, a tailored strategy to connect with younger generations and how they choose their skincare.

Clarins

As one of Singapore's leading luxury automotive groups, Eurokars Supersports represents some of the world's most prestigious marques, including McLaren and Pagani. Engineering excellence and bespoke ownership are already part of their identity. They wanted a digital presence that is just as exclusive, crafted and aspirational.

Eurokars

Electrolux was already leading the market: a globally recognised Swedish electronics brand with over 60 million appliances sold across 150 markets. They wanted to be known for more than just selling appliances and actually simplify how we live, so everyday routines feel less like a chore and more like small wins.

Electrolux

Ageing is part of every Singaporean's story and AIC wanted to do more than raise awareness. They wanted people to stop seeing it as someone else's chapter and start seeing it as something that connects us all.

AIC

The National Council on Problem Gambling (NCPG) leads efforts in promoting responsible gambling, yet their message wasn't sticking. They wanted a strong, impactful social media presence, rooted in authentic and relatable content to inspire better choices for those who may be struggling and emphasises responsible gambling for the casual players.

NCPG

Kallang Wave Mall (KWM) had everything on their shelves: entertainment, picture-worthy meals, and retail therapy. What they wanted was to be more than a to-do list destination, to build a community thriving with experiences, where everyone leaves with more than just a shopping bag.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

Singapore’s diaper market is becoming increasingly premium, with parents looking for better dryness, comfort, and skin protection. Drypers SuperDry had the right credentials, but needed a sharper story to compete against brands already associated with overnight performance and gentle care.

Drypers

Graduation marks the end of one chapter, but it is also the beginning of another. For NUS’ 2024 and 2025 Commencement Class Giving Campaign, the challenge was to inspire fresh graduates to give back at a time when they were just stepping into the next phase of their lives. Rather than just focusing on the donation itself, the campaign needed to create an emotional reason to contribute, one that felt personal, meaningful, and true to the NUS experience.

NUS

Clarins is a household name in skincare, carrying decades of quality and trust. What it needed was a refresh, a tailored strategy to connect with younger generations and how they choose their skincare.

Clarins

As one of Singapore's leading luxury automotive groups, Eurokars Supersports represents some of the world's most prestigious marques, including McLaren and Pagani. Engineering excellence and bespoke ownership are already part of their identity. They wanted a digital presence that is just as exclusive, crafted and aspirational.

Eurokars

Electrolux was already leading the market: a globally recognised Swedish electronics brand with over 60 million appliances sold across 150 markets. They wanted to be known for more than just selling appliances and actually simplify how we live, so everyday routines feel less like a chore and more like small wins.

Electrolux

Ageing is part of every Singaporean's story and AIC wanted to do more than raise awareness. They wanted people to stop seeing it as someone else's chapter and start seeing it as something that connects us all.

AIC

The National Council on Problem Gambling (NCPG) leads efforts in promoting responsible gambling, yet their message wasn't sticking. They wanted a strong, impactful social media presence, rooted in authentic and relatable content to inspire better choices for those who may be struggling and emphasises responsible gambling for the casual players.

NCPG

Kallang Wave Mall (KWM) had everything on their shelves: entertainment, picture-worthy meals, and retail therapy. What they wanted was to be more than a to-do list destination, to build a community thriving with experiences, where everyone leaves with more than just a shopping bag.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

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