Celine Yap's profile

Trust Your Path, Crush Adulting | Campaign

Celine Yap
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Research Insights:

The high cost of living is identified as a significant primary worry for Singaporeans. Furthermore, young individuals in Singapore are also apprehensive about entering adulthood and shouldering the accompanying responsibilities. 

As a result, the process of maturing eliminates the enjoyment and introduces stress into life. How can we alleviate the stress and anxieties related to adulthood and financial burdens for young working adults in today's economy?
Tactical Client: 

I chose to leverage on Trust, a digital bank catering to the younger demographic in Singapore. 
The collaboration with FairPrice, offering a 21% savings feature, presented a promising opportunity to highlight the advantages of the Trust card and its associated benefits.
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TRUST YOUR PATH, CRUSH ADULTING

an experiential campaign that transforms that overwhelming crushing defeat into a crushing victory. 

Trust your path and crush adulting aims to empower young Singaporeans to feel confident enough to live the life they want through signing up with trust and enjoying all the benefits.
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Design language:

Being inspired by the physical act of crushing, I wanted to have a design language that translates that feeling into visual throughout this campaign.
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
AWARENESS: OOH MARKETING & SOCIAL MEDIA 

In my research, I found that those in their twenties, new to the workforce and adulting, often feel lost and isolated. 
I developed a series of copywriting and scenarios reflecting their current situation to connect better with them. The act of crushing was added in through paper texture.
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
ENGAGEMENT: TRUST YOUR INSTINCTS, CRUSH RECEIPTS 

The act of crushing is empowering and like someone who crushes a receipt, I want translate that empowerment into engagement in this game where you can physcially crush receipts.
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
campaign Advertising brand identity marketing Socialmedia Advertising Campaign visual identity finance Bank
PHYSICAL CART​​​​​​​
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UGC CONTENT: #CRUSHADULTING MOVEMENT

Extending the user experience beyond the event, we introduced the #CrushAdulting movement on TikTok. This initiative was put in place to encourage user-generated content and sustain the empowerment momentum.
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Thank you for viewing :)

 *This is a self-initiated project and is not actually associated with Trust*   
Trust Your Path, Crush Adulting | Campaign
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Celine Yap's profile

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Celine Yap's profile
Singapore

Trust Your Path, Crush Adulting | Campaign

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