The Key Aspects We Covered

The earlier campaign went with the direction of targeting the families of people who borrow from loan sharks. We extended the campaign to target specifically Borrowers and Harassers of loan sharks. 
We created the concept based on the emotions and consequences that comes with associating with loan sharks. It was essential to capture the right mood and art direction so we managed the project from casting of talent, coordinating of photoshoot, to the final design, and adapted the concept across over different mediums to drive home the message – Stay away from Ah Longs or you’ll have a hell of a life.