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Singtel SIMBA Attack Campaign
Singtel SIMBA Attack Campaign
Client
Singtel
Deliverables
Integrated Campaign
Key Visual
Social content
Agency
Hogarth Singapore
Creative Director
Edwin Leong
Year
2023
Associate Creative Director
Giap How Tan
Senior Art Director
Gareth Lee
Art Director
Cassandra Lim
Copywriter
Chu Shi Min
/01 Concept
Putting the 'cat' in 'catfished'
We've all heard of the wolf in sheep's clothing.
Where some things are far more dangerous than they appear to be.
With our competitor, it's quite the opposite.
Being not quite the king of the jungle their namesake might suggest.
Their 5G connection is clearly inferior. Whether it's speed, coverage or value,
nothing come close to what our 5G can do. Who’s king now?
Guess they're just faking it.
This puts the 'cat' in 'catfished'.
We've all heard of the wolf in sheep's clothing.
Where some things are far more dangerous than they appear to be.
With our competitor, it's quite the opposite.
Being not quite the king of the jungle their namesake might suggest.
Their 5G connection is clearly inferior. Whether it's speed, coverage or value, nothing come close to what our 5G can do. Who’s king now?
Guess they're just faking it.
This puts the 'cat' in 'catfished'.
/02 Art Direction
Revealing their true 'identity' with the use of animals.
Through a lion (easily associated with SIMBA) playing dress up, we convey the idea of being catfished and trying to come off as something you're not.
Beneath the lion's disguise, we reveal SIMBA's true 'identity' and their shortcomings –
also with the use of animals.
SPEED
We use a sloth to draw a parallel with SIMBA 5G's connection speed – slower than ours.
COVERAGE/REACH
We use a bulldog in a lion's mane to mock their limited 5G coverage.
VALUE
We use a cat in a lion’s mane to represent the value of SIMBA’s 5G network –
not exactly that mighty deal you're seeing on the surface.
Through a lion (easily associated with SIMBA) playing dress up, we convey the idea of being catfished and trying to come off as something you're not.
Beneath the lion's disguise, we reveal SIMBA's true 'identity' and their shortcomings – also with the use of animals.
SPEED
We use a sloth to draw a parallel with SIMBA 5G's connection speed – slower than ours.
COVERAGE/REACH
We use a bulldog in a lion's mane to mock their limited 5G coverage.
VALUE
We use a cat in a lion’s mane to represent the value of SIMBA’s 5G network –
not exactly that mighty deal you're seeing on the surface.
Through a lion (easily associated with SIMBA) playing dress up, we convey the idea of being catfished and trying to come off as something you're not.
Beneath the lion's disguise, we reveal SIMBA's true 'identity' and their shortcomings – also with the use of animals.
SPEED
We use a sloth to draw a parallel with SIMBA 5G's connection speed – slower than ours.
COVERAGE/REACH
We use a bulldog in a lion's mane to mock their limited 5G coverage.
VALUE
We use a cat in a lion’s mane to represent the value of SIMBA’s 5G network – not exactly that mighty deal you're seeing on the surface.
