BBDO SG inks out 12 NFTs inspired by creative directors' portfolio

BBDO Singapore has teamed up with non-profit organisation The One Club for Creativity, and other various creative directors, to create 12 NFTs.

Featuring the inspiration behind the first portfolio projects of the 12 creative directors (pictured below), the NFTs will serve as entry tokens for students from Singapore schools including LASALLE College of the Arts, Nanyang Academy of Fine Arts, Nanyang Polytechnic, Raffles Design Institute and Temasek Polytechnic, to meet the creative directors. Where each NFT showcases the first portfolio of one of the 12 creative directors, the student who receives one will have the chance to meet the director of the particular NFT. 

The launch of the NFTs is part of Portfolio Night, a platform to connect students to the creative juggernauts of the industry. Additionally, the platform is touted to an opportunity for aspiring copywriters and art directors to learn from creative directors in the industry, as well as showcase their portfolios. 

 According to BBDO Singapore, this has given the creative directors a new way to preserve and express their very first ideas. In addition, students will have a chance to own a piece of history that was vital for the success of these directors. The brand hopes to inspire these students to forge their very own future, trusting in their very own first idea.

Executive creative director of TBWA, Andy Grant said: “This was my first brand campaign back in 2002. Three films for Audi to communicate their brand platform of Vorsprung Durch Technik. We didn’t show any cars in the films. A first for the brand. It was the first big piece of work I got to produce and see in the real world. And my parents got to gush and tell all their friends that their son did it.”

As for Google global creative director, Ho Pei Ling, she explained how unexpected beginnings can yield undeniable results. “I wasn't a student of advertising. I was a budding political scientist who got tired of politics fast. And what got me into advertising wasn't a spec ad. It was a series of book reviews I had penned as an intern at I-S, a now defunct magazine that used to be rather cool. I got the job as a junior copywriter because my group head giggled at what I wrote. and bought the book after. Beginnings can start from anywhere -- your book can be one of them," she added. 

Meanwhile, Sascha Kuntze, chief creative officer at BBH, said: “Jung von Matt rejected me as an intern so I went to the second best agency at that time. One of the campaigns I was working on was the global brand campaign for Mercedes. Of course I was only assisting but I had some brave ideas which got the attention of Jung von Matt which then called to offer me a job.” He added that his NFT shared how being brave put him ahead of the crowd. 

On the other hand, Pat Law, founder of GOODSTUPH, explained how small observations can make big impact, illustrated in his NFT. “At one point in time, DIY computer repair was inconceivable to most of us incompetent schlubs. But as we’ve grown more tech-proficient as a culture, computer manufacturers have started introducing machines designed to help consumers do at-home repairs and upgrades. A collapsible cardboard desk that would fit the HP 27″, each Z1 is 100% paper desk that is supported by a lattice of 250 cardboard strips, capable of holding 70 pounds of weight. The desks, such as the Z1, arrive in a flatback box, ready for assembly without a single tool. It’s a clever little marketing concept that equates a piece of high technology with handicraft. Just don’t spill anything on it.”

Separately, BBDO Singapore promoted Tay Guan Hin to creative chairman to lead the agency and further expand and grow its creativity in June this year. He was formerly chief creative officer at the agency. BBDO said previously that Tay has helped accelerate the creative work at BBDO since he joined in 2020, winning major accounts and works over the past year, such as Atome, Audi Singapore, HALZA, and the Tripartite Alliance for Fair and Progressive Employment Practices. Tan Tze Kiat, CEO of BBDO Asia, said then that the wealth of knowledge Tay brings to the BBDO table, as well as his reputation for producing creative work that resonates with the right audiences, will continue to be vital to the growing success of the agency in delivering results that matter to its clients.

Additionally, BBDO Singapore also appointed Melvin Kuek as its CEO in May, as managing director Monica Hynds stepped down from her role in the agency. Kuek was formerly deputy CEO, VP - DDB Asia at DDB Group Singapore, and worked in agencies such as The Gate Worldwide, TBWA, and Batey Ads. In his new role, Kuek worked in tandem with Tay. Tay said then: "[Kuek's] understanding of future trends and ability to capitalise on what's next will ensure our client's business remains effective and relevant. We have never worked together, but we often bump into each other. I am definitely excited about the possibilities our partnership can unlock."

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