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, Jiun Koh
Producers: Terence Lee, Joellen Koh
Thailand
Phenomena Bangkok
Director: Vutichai Sinprajugkulhong
Three Legs Cooling Water was a household name in Singapore known for battling body heatiness. With the new generation, this age-old remedy had to appeal to a young audience schooled in pop culture, while still retaining its traditional roots and sensibilities.
Old is always in, so we went retro, with a sixties-style superhero personifying our product. Captain Cooling defeated heatiness before it struck, encouraging audiences everywhere to balance their worlds and preempt heatiness by drinking cooling water daily.
This 360 campaign blended storytelling, music, and cultural humour, amplified across digital, social, and out-of-home channels. Anchored by a series of social films, we spread contextualized messaging across Singapore. Anywhere heatiness reared its head, Captain Cooling made an appearance to prevent it, in print, video and even in person at exercise hotspots, durian stalls and even Comic-Con.
SOCIAL FIRST FILM
