Julie's Biscuits
Bridge the World
Julie’s is a family-owned brand that provides affordable snacks for people across South East Asia. The brand needed a clearer purpose to take it forward into the hearts and minds of a new generation of snackers.
The insight was simple: in today's world more than ever, we crave human interaction. Snacks are one of the things that bring us together, even for just a moment. Whether that be colleagues, communities, friends or families. The insight gave us the idea of ‘bridge the world’ a small gesture can be the conduit that unites all the differences and diversity we see around us.
Brand likeability increased 23%, purchase intent 26%, and brand awareness 63%. 
Together with the launch campaign by govt.sg the rebrand earned almost over S$750,000 worth of PR coverage. 11.7m earned media impressions and 9.3 million views on YouTube. Click-through rates were 234% above industry levels.
Art Directors Club NYC: Shortlist
Graphis Posters: Silver
Transform Asia: Gold x2
2018-2022. Creative Director. Superunion. South-East Asia.
The strategy of ‘Bridge the World’ is a humbling reminder of what can be achieved when people simply sit and talk.
We defined a delicious new direction that embraced what is cherished within the brand today and stirred in some tasty fresh ingredients for tomorrow. 

– More Work –