Let’s Lay Off Scammers | Maybank

* MARKies 2024 Gold for “Most Creative Cause Marketing”

Scams are on the rise in Singapore. And it may come as a surprise that the majority of people getting scammed are youths and young adults. So, when Maybank decided they were going to lend their voice and marketing dollars to combat the scourge of scam, we knew we were speaking largely to a relatively young audience. A demographic somewhat inured to heavy-handed government-led fear mongering . It’s why we decided to entertain instead. By being a little irreverent and touching a nerve (with job layoffs dominating the news), we’d rally the nation to combat scams in a fresh and surprising way. And hey, just maybe, we’d end up making the perpetrators look like the fools for once.

With a slew of quirky GIFs, we took the serious message of the campaign beyond the launch films and into people’s IG feeds in a super social way.