You may be wondering what the heck is that fish doing up there. Well, you’d have to watch it!

For a little background, this is an anti-scam campaign for the Singapore Police Force (woaaah), following up on their ADD CHECK TELL series. This campaign was focused on “CHECK”.

We realised that people tend to rush into things – when we see a text with a lucrative job offer, a fine that must be paid, Airpods for $25.99 on an e-commerce cite, we are quick to click the link, send our OTP’s and personal banking information to secure them.

We wanted people to STOP and CHECK before they make a mistake. So we highlighted this pivotal moment using the easily recognisable STOP sign as a visual mnemonic that interacts with our potential scam victims, influencing them to STOP and CHECK when they think something is a scam.

This was the first tv spot I worked on that was shown in Singapore, so it meant a lot that my friends and parents saw it, especially my parents who I worry about often when they get these dubious texts. But they told me now they know all about 1799, so thats a win.