The Pen Show


Art Direction, Graphic Design, Web Design, Research





Trophy, Website





Creative Process Journal

The Pen Show Website

Creative response for theoretical research in advertising communication.


Nothing says advertising like advertising award shows.


Celebrating the business of advertising, this takes on a spoof of advertising award shows that recognises the effective advertising strategies for collectivistic societies like Singapore. Building on the idea of how a strategy must first be penned down before the creatives work on the ideation with a pencil, spoofing both local Crowbar and D&AD (Pencil).


The website informs the theoretical component of advertising strategies for collectivistic societies with interdependent individuals. Three strategies were picked from Pete Barry’s The Advertising Concept book: Testimonial, Empathy and Owner/Staff. Disguised as ‘winning entries’, the case studies showcase how ideas can be created around each of these strategies.


The Golden Pen award is a spoof of the Crowbar Award trophy.

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