The Assembly is an Integrated Advertising Initiative by Something Old Something New, a neighbourhood thriftshop that serves as an financial arm to support to activities of Simei Care Centre. The entire campaign's objectives was to break the barriers and the defined line between mentally handicapped patients and society.
The concept was anchored on the idea of assembling lives, and helping the patients be part of the big assembly. A series of videos, and print creatives were designed to share the brand story and generate sales. The campaign also made use of an existing online app, Carousell, to let consumers run the business for the thrift-shop conveniently through their smartphones.
Please view the video commercial here :
https://www.youtube.com/watch?v=dltmYleE86w&feature=youtu.be&list=PLfInvasiNqCQ9UwVGonrcCo_LzHOp7U-h
