WORKS
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The beginning of a long-tern partnership.
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Guinness stays as No. 1 in the market for 5 consecutive years.
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Diageo become our No.1 billing client.
| The beginning of a long-tern partnership. | Guinness stays as No. 1 in the market for 5 consecutive years. | Diageo become our No.1 billing client.
The Father of the B‑2 Spirit:
When Kungfu Leads Creativity
One Strike Kill
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Role:
Brand Creative LeaderMarket:
MalaysiaObjective:
Launch the Guinness CRM test to increase brand loyalty under blackout conditions.Key Actions & Strategy:
Conceptualised and led creative execution personally: hand-drawn, photoshopped, sent—one-hour idea spark.
Turned cultural insight into actionable CRM mechanics, creating a long-range, multi-strike engagement system.
Designed precision campaigns for loyalists and new drinkers, transforming ritual and belief into measurable participation.
Results & P&L Impact:
Secured Guinness as the No. 1 stout in Malaysia.
Delivered incremental business: unlocked new budgets, client trust, and positioned the agency for additional global assignments.
Laid groundwork for subsequent campaigns, maximising ROI across multiple markets without additional media spend.
Awards & Recognition:
The minimal investment pilot evolved into 8 global wins.
Technical & Creative Innovation:
First-of-its-kind CRM activation blending cultural insight with creative storytelling.
Introduced a playbook for long-term creative system execution: the B‑2 Spirit, demonstrating leadership in integrated campaign design.
Mastering any form of kung fu takes years of discipline, repetition, and patience.
But when a master meets an unfavourable situation,
All it takes… is one strike to resolve the problem.
And that was precisely the case for this campaign.
It was close to the Lunar New Year.
The brief came in late—no media budget, no time, and almost no hope.
But full of urgency.
Lunar New Year. was the client’s most critical sales window.
If they missed this, they missed the year.
“Can you make something happen?”
The plan?
To gift a lion dance to the top-spending customer.
But it had to whisper Lunar New Year, not scream promotion.
And yes—stick to Guinness colours: Black. Cream. White.
That brief?
A killer.
Because communicating CNY without red, gold, or firecrackers—
It was like hosting a reunion dinner without food.
Every creative team turned it down.
Then it landed on my desk.
“Give me one hour. I’ll come back to you.”
Lunar New Year is full of rituals—gatherings, greetings, oranges, couplets, firecrackers…
Too many layers. Too many steps.
I responded with kung fu.
Lion dance? My boss raised an eyebrow.
Too obvious. Too overdone.
But I said, “Wait. The idea is one strike kill.”
A manual. With only one step.
Drink Guinness, and you’ll usher in lucky money worth USD300 into your Lunar New Year.
Boom.
We sold the idea.
Not with fanfare. With impact.
One silent strike.
One single campaign.
It saved more than a sales season—
It built trust.
It laid the foundation.
It opened the way.
The partnership grew.
5 years. Until I moved to China.
Before I left, they had become our No.1 billing client.
And the industry noticed.
That one strike won Silver at Echo International, AdFest, and DM Asia. Finalists at One Show, London International, LongXi.
Even got my first One Show metal.
That’s the thing about kung fu.
You train for years.
So when the moment comes—
You strike once. And it’s lethal.
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Direct Mail Campaign, Finalist One Show 2004
Direct Mail Campaign, Finalist, London International Advertising Award 2004
Direct Mail Campaign, Silver Ad Fest 2005
Direct Mail Campaign, Silver Echo International 2004
Direct Mail Campaign, Bronze DM Asia 2004
Direct Mail Campaign, Merit LongXi 2006
Direct Mail Campaign, Merit, DMA Malaysia 2004
Art Direction, Merit DMA Malaysia 2004