All Posts By

PROTOCOL

Aug 25
Love1

PROTOCOL partners with Glyph Community for pro bono creative work

By Advertising, Animation, Branding, Business, Clients, Social Media

PROTOCOL partnered with Glyph Community for their 6th anniversary celebration on creative + social media pro bono work as part of its CSR efforts.

The work involved developing a brand + social media toolkit, as well as a campaign video centred around the history and story of Glyph Community.

Glyph Community runs weekly non-academic classes for underprivileged kids in the community. Their mission is to create access to affordable privileges in life and equalising opportunities among the social classes. Glyph Community has supported over 2000 children and in 2022, they ran 600 classes and programmes across their 3 centres.

Sep 01
Love1

ezburn – a Hungry Ghost Festival burnt offering digital concierge

By Creativity, Social Media

In commemoration of the upcoming Hungry Ghost Festival, creative agency PROTOCOL has launched a digital offering concierge on its Instagram Stories.


The agency came up with the idea to reimagine the premise and ritual of the offerings for a new generation, in a digitally savvy and ecological manner.

“The burning of paper offerings during the Hungry Ghost Festival has always fascinated us. Its practices are firmly rooted in tradition but elements of it have evolved with changing material needs of the living. Paper bungalows, limousines, branded bags have been joined by paper digital devices and vaccination kits.” Benjamin Lee, the Creative Director of PROTOCOL explained.


“While some might find the idea a little taboo, it is about filial piety, and it’s a part of our heritage that is definitely worth preserving,” He added.

In just 24 hours it received over 10,000 impressions and over 30 digital offerings ranging from the classic Rolex to McSpicy, and a Spice Girls van. 

This culminated in the digital burning ceremony held on Instagram stories on the 30 August – traditionally the day when the gates of hell are opened.

Highlights can be viewed here.  Watch the burning ceremony below.

May 05
Love1

12 nominations & 6 wins at the 2022 MARKies

By Advertising, Clients

We might have outdone ourselves here. We picked up 12 nominations at the 2022 MARKies for our work for Mandai Wildlife Reserve and PLQ Mall.

Most Creative – Content Marketing
Most Creative – Digital
Most Creative – Integrated Media
Most Creative – Social Media
Most Creative – Specific Audience
Most Effective Use – Content
Most Effective Use – Digital
Most Effective Use – Integrated Media
Most Effective Use – Launch / Re-Launch
Most Effective Use – Social Media (repeat nomination)
Most Effective Use – Specific Audience

Update – we’ve picked up 6 wins – 1 x gold, 3 silvers and 2 bronzes.

🥇Most Creative – Specific Audience
🥈Most Creative – Integrated Marketing
🥈Most Effective – Content Marketing
🥈Most Effective – Social Media
🥉Most Creative – Content Marketing
🥉Most Effective – Launch/Relaunch