Leo Burnett campaigns for Nippon Paint and PAVE

Singapore - Nippon Paint and the Centre for Promoting Alternatives to Violence (PAVE) recently launched Leo Burnett-conceptualised campaigns to drive awareness of Nippon's Weatherbond product and PAVE's efforts to stem family violence respectively.

Timed to launch during the current monsoon season, Nippon Paint's Weatherbond ambient campaign features a close to life-sized image of a house installed behind a man-made waterfall at the entrance of Marina Square Shopping Mall and aims to illustrate the effectiveness of the product as a high performance exterior paint.

The advertisement copy, which reads ‘Weatherproof your home', is placed next to a can of paint with the ambient piece simulating what a house goes through during a torrential downpour. The campaign is targeted at homeowners looking for a weather-resistant paint to protect their home exteriors.

"In today's advertising environment, ambient advertising has continued to grow from strength to strength. The challenge we had was how to communicate the benefits of the product in a real, impactful manner and yet in the spirit of the best ambient media, not feel forced into the surrounding environment," Chris Chiu, executive creative director, Leo Burnett Singapore said. 

Leo Burnett also worked with PAVE to raise awareness of family violence in Singapore. Banking on the stereotypical impression that Singaporean families are happy ones, the advertisement portrays a happy family on the front panel of the bus shelter site, with the tagline, ‘Ever wonder how the average Singaporean family stays happy?' The rear panel of the bus advertisement with the same family is shown with bruises on their back however and reads, ‘For 2,692 of them, the answer is fear.'

Clear Channel worked on media agency and production duties for the PAVE campaign.