KC Hong | Copywriter

IKEA: NOW, THERE’S CHOICE

You can't choose when you're born. But, you can choose how you live.
With IKEA opening in Johor (Malaysia) and Bang Yai (Thailand), now, there's choice.

 
 

ECD: Joakim Borgström
Creative Directors: Joakim Borgström, Nikhil Panjwani
Copywriter: KC Hong
Art Director: Ronald Bunaidi
Director: Augusto Zapiola

IKEA: GET CHERAS TO IKEA CHERAS

IKEA was launching their second store in Malaysia, in an unknown area called Cheras.
To get everyone down to the store, we launched Malaysia's Biggest Housewarming Party
and invited everyone with a hit pop song.

 
 

Creative Directors: Maurice Wee, Tinus Strydom
Copywriter: KC Hong, Ross Fowler
Art Director: Marcus Yuen
Director: Nieto
Music: Fuse

UBER: JUST UBER THERE

Most Singaporeans rely on public transportation to get around.
It's cheap, reliable, and efficient.
So to launch Uber, we had to give them reasons to use our ride-sharing app
which were plastered all around train stations.

 "If your boss has a 100% punctuality rule, UBER."

"If your boss has a 100% punctuality rule, UBER."

 "If you've just finished leg day and can't climb these stairs, UBER."

"If you've just finished leg day and can't climb these stairs, UBER."

 Part of a long wall that could be read both ways: "Aren't you tired of walking? Now? What about now? Still walking? Seriously? Need help? Are you ok? Really? Hey. Aren't you tired of walking?"

Part of a long wall that could be read both ways:
"Aren't you tired of walking? Now? What about now? Still walking? Seriously? Need help? Are you ok? Really? Hey. Aren't you tired of walking?"

 The start of the long wall along the train station

The start of the long wall along the train station

 The end of the long wall

The end of the long wall

 "Go upstairs for a fun night out. If you can't remember where home is after that, Uber."

"Go upstairs for a fun night out.
If you can't remember where home is after that, Uber."

 "If you like to snooze and snooze and snooze and snooze, Uber."

"If you like to snooze and snooze and snooze and snooze, Uber."

 "If you need time alone with your Korean actor, Uber."

"If you need time alone with your Korean actor, Uber."

 "If you're running late yet again, Uber." "Try your pick-up lines at over 50 bars. But if you'd rather be picked up, Uber."

"If you're running late yet again, Uber."
"Try your pick-up lines at over 50 bars. But if you'd rather be picked up, Uber."

IKEA: HALLOWEEN

If you find IKEA scary, you’ll find it even scarier with it’s new late-night shopping hours.

 
 

Copywriter: Angie Featherstone , KC Hong
Art Director: Marcus Yuen
Director: Jordan Quellman
Music: Fuse

 

IKEA: REASONS TO VISIT

Weekly press ads for the Singapore, Malaysia, and Thailand markets
that gave readers reason after reason to visit the IKEA stores.

During festive occasions, the ads would reflect how
IKEA could help. These were done for Eid.

 

Creative Director: Nikhil Panjwani
Copywriter: KC Hong
Art Director: Bae Soo Yeon, Ronald Bunaid

IKEA: DEMOCRATIC DESIGN

IKEA's products are made according to 5 wonderful design principles,
that no one knows about, called "Democratic Design". 

As part of the 2017 catalogue launch, we had to get
Malaysians, Singaporeans and the Thais to understand this a little better.

The campaign began with a Facebook post announcing the new catalogue.

dd+cover.png

Then we launched with three videos, each one explaining one aspect of Democratic Design.
This is STUVA. She grows with your kids.

This is BILLY. The world's most popular bookcase, who would like you to please, please, take him home.

And this is POÄNG. The best place in the world is between her arms.

 

The campaign continued with a comic book on Canvas and a BILLY chatbot.

 

Creative Directors: Maurice Wee, Tinus Strydom, Peter Callaghan
Copywriter: KC Hong,
Art Director: Marcus Yuen
Director: Rong
Music: Fuse