Blak Labs gets cheeky with 16th anniversary campaign

Independent creative agency Blak Labs is marking its 16th anniversary with a campaign that takes inspiration from the awkwardness of adolescence, complete with a few blemishes.

Titled "16 years and still breaking out", the campaign centres on "The breakout", a cinematic short film that follows a prisoner tunnelling his way to freedom. The apparent escape takes an unexpected turn when the camera pulls back to reveal that he has emerged from a giant pimple on a middle-aged man's forehead.

The campaign also features Blak Labs' partners in a series of print and social media advertisements, with the agency's leadership sporting teenage-style blemishes. It will run primarily across the agency's social media channels, particularly LinkedIn, and will also be shared directly with clients to mark the occasion.

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"Turning 16 is an awkward age. Your voice changes, your skin breaks out and you start questioning authority. We figured two out of three wasn't bad for an independent agency," said Charlie Blower, managing partner at Blak Labs.

"With the industry experiencing increasing consolidation, we wanted to celebrate 16 years of surviving as an independent agency. More importantly, we wanted to show that after all these years, we haven't lost our appetite for good ideas or our sense of humour," he added.

For creative director Wilson Tan, the campaign also offered an opportunity to turn the tables on the agency's leadership.

"After years of getting feedback from the bosses, it was nice to finally give them something they didn't ask for. Zits," he said.

Looking ahead, Blak Labs sees opportunities in the demand for the agility, senior-level involvement and creative solutions that independent agencies can offer. Blower said the agency remains focused on building long-term client partnerships rather than pursuing growth for its own sake.

Over the next 12 months, the agency plans to continue providing senior-level counsel, strengthening client relationships and creating work that makes a difference, while remaining independent.

It also intends to embrace emerging technologies, including AI, to work smarter and push creative boundaries. However, Blower said the agency's belief in the power of good ideas would remain unchanged, regardless of how the tools evolve.

On potential expansion, Blower said the agency remains open to opportunities to grow its team, strengthen its capabilities or enter new markets, but will move when the right opportunities arise.

"As an independent agency, we have the freedom and agility to move quickly when the right ones come along. That's one of our biggest strengths and we intend to keep it that way," he said.

Established in 2010, Blak Labs offers creative, media and digital capabilities. The agency is part of the etc collective. Its recent work includes a collaboration with Samsonite and Wonderwerks on a brand film for the luggage brand's QUANTHOM range back in April.

The agency also picked up a Bronze at the 2026 MARKies Awards Singapore for its integrated media work with Etiqa Insurance.

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