Anson Cheng ︎︎︎

Art-Based Creative


︎︎︎About
︎Home
ANSON CHENG
Art-Based Creative
︎︎︎About

︎︎︎︎︎

︎Graveyard ideas

︎+65
captain cooling
cooling off day
GXS Bank
LIFE UNSTOPPABLE
LianHeZaoBao
McDonald’s BB
 McDelivery
McDonald’s WC
 McDonald’s MOP
MCDONALD’S MCLUNCH
McDonald’s MyM
McDonald's Ramadan
New Balance
Notre Dame Uni
Own the night
oneFM 91.3
Singapore Customs

︎+852
adidas
 Aids Concern
Coca-Cola World Cup
 Coca-Cola Open La
Dettol Academy
Dettol 12h
Fashion Walk
Genki Sushi
HMV
Strike for Street

︎︎︎ Home

Three Legs Cooling Water


Team: Distilleri SG
Executive Creative Director: Eugene Tan
Senior Copywriter: Ian Ho
Senior Art Director: Anson Cheng
Strategy: Jian Yang, Henrietta Teo
Accounts: Jamayne Lam


Three Legs Cooling Water was our parents’ remedy, not our own. The challenge was to spike awareness and drive hyper-relevance by reintroducing the brand name to the public’s consciousness, on a day that only we could own.  

We linked heatiness to the heated debates of General Election season, and hijacked Cooling-off Day in places where our audience congregates: Singapore’s busy CBD.

On the one day when politicians couldn’t campaign, our parody party created a visual shock as it advocated a tongue-in-cheek agenda: cool off for Cooling-off Day. Hijacking peak work hours, we marched out under the banner of the Minister of Cooling, a satirical yet endearing figure campaigning not for votes, but for calmness, balance and cooling.