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Samaritans of Singapore — SOS Print Ad Campaign

Pain is not always obvious, but the signs are there if you read them. To show how we often miss the warning signs, we created ambigrams and printed the ads with the logo and tagline upside down in magazines. At first glance, the reader sees a positive phrase. But when the ad is inverted, the copy reveals a sentiment quite the opposite – revealing the hidden feelings of those who are lost and depressed.

Advertised brand: Samaritans of Singapore (SOS)
Advert title(s):
The Hidden Pain: I'm Fine / Save Me
The Hidden Pain: Life is Great / I Hate Myself
The Hidden Pain: I Feel Fantastic / I'm Falling Apart

Advertising Agency: Publicis Singapore
Worldwide Creative Director: Erik Vervroegen
Chief Creative Officer: Ajay Thrivikraman
Associate Creative Director: Kris Ng
Art Director: Kris Ng, Jia Ying Goh, Pei Ling Ho
Copywriter: Pei Ling Ho, Jia Ying Goh, Kris Ng
Typographer: Jia Ying Goh, Kris Ng
Photographer: Sebastian Siah Shooting Gallery Asia
Digital Imaging: Issac Aloysius Goh
Producer: Michael Kan
Agency Producer: Lynn Cheng

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Samaritans of Singapore — SOS Print Ad Campaign + Public Awareness