To persuade Singaporeans to give their maids a day off weekly, we put them in the shoes of maids by using our cheeky email generator..
Creative Director: Todd Waldron
Art Director: Linus Chen
Copywriter: Benita Lim
Consumers were able to select the respective names,
companies, designations and reasons to sabotage their
friends to work over the weekends.
An email was then generated and sent to the respective inbox..
Upon further reading, consumers would then realise that
it was actually a trick sent by their friends to help spread
the message to give domestic maids a day off weekly.
They could then help to spread the message by tricking
other friends using the email generator.
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