Y&R Singapore Brands Blur Or Not Launch Video

Client: Y&R Singapore



This is a behind-the-scenes video commissioned by the client to illustrate the conceptualization, development and results of the BRAND’S "Blur or Not" Alertness Experiment campaign.

The first experiment, conducted by Y&R Singapore, and Singapore Management University (SMU) students to test the attentiveness of Singaporeans, was filmed with hidden cameras by award-winning Film Director Eric Khoo and developed into a TVC.

Y&R interviewed the various stakeholders (Brands, SMU and Eric Khoo) for the video; and our creatives, through the use of kinetic typography, strung together the different stages of this campaign in a cohesive and fun manner.

This behind-the-scenes video was shown at the launch of the BRAND’S "Blur or Not" Alertness Experiment campaign to further strengthen the campaign and brand image.