GSS campaign ready to rumble

Singapore - Robinsons has launched its DDB-created Great Singapore Sale (GSS) campaign, playing up the spirit of competition, with visuals depicting female shoppers gearing for the sale wearing helmets and protective padding.

"There's a strong idea behind this Robinsons' ad campaign, and one that can translate to visibility on the streets and at the stores. Terrence Tan has shown his craft and visual style again, so this is a very distinctive DDB campaign. It looks great, it is lively and I hope it sells even better," David Tang, president and CEO for DDB Singapore said in a statement.

DDB worked on the idea conceptualisation, print ads, in-store displays and BTL while TV work was handled by Robinsons. In support of the anticipation and spirited theme, DDB executed a guerrilla stunt involving a group of ladies decked out in American gladiator type gear.