SOO KEE JEWELRY

While freelancing at Lowe and Partners, I conceived “Romance the Everyday” as the launch for a diamond company.

At the time, kissing and PDA was banned on Singaporean television, one of the countries were the spot ran. But what happened next was unexpected.

The Singapore government, already concerned that the country was facing lower birth rates, didn’t take the commercial off the air. Instead, they co-opted the campaign as a national promotion for romance and procreation. The commercial ran for eight years.

As a person of Chinese descent, I haven’t technically given birth to Chinese children, but this campaign makes me feel like I’ve done my part. The diamond company did fine too.