MullenLowe Heroin

Client: MullenLowe

Agency: MullenLowe

This is a video commercial edited for Lowe Singapore, client being Singapore Anti-Narcotics Association (SANA).

Agency's explanation of the video:-
"The key objective was to create a film that spoke to existing heroin users, and potential users one to one, without patronising their intelligence or using typical drug visuals. We want to let the words and the calligraphy carry the horrific reality of this drug, and through this honesty enable users to reach out for help before they are at a point of no return. The challenge was to write and visualise this information in such a way that it was given the space to be fully absorbed and felt, in an alluring yet sinister way – very similar to the drug itself."

Production Company: Shooting Gallery Asia.
Audio Post: Fuse Adventures In Audio.

Other write-ups about the ad:-
"An ad with calligraphy"-