![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/419bc5d2-50f5-4564-a3f7-05f7cfbed4f9_rw_1920.gif?h=4c64c77fb9f02971d2ad2b4d77ed18d2)
Julie's Biscuits
Bridge the World
Bridge the World
Challenge
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.
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.
Solution
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.
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.
Results
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.
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.
Recognition
Art Directors Club NYC: Shortlist
Graphis Posters: Silver
Transform Asia: Gold x2
Art Directors Club NYC: Shortlist
Graphis Posters: Silver
Transform Asia: Gold x2
2018-2022. Creative Director. Superunion. South-East Asia.
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/381a3942-ba2a-439e-a390-ed3fad620559_rw_1920.gif?h=06f33abafff8260de2947bffdd3462a4)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/dd171aa4-d0f4-4a5a-803d-2abe0f46e8fb_rw_1920.gif?h=d308867c22be5d48ddadc022942ccf74)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/f7f24a88-6b43-4eeb-b1ea-7f0610854413_rw_1920.gif?h=83409d1df642b0ec599ed683a11b8bb1)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/29c6e647-8894-456a-a892-764b8019e20a_rw_1920.gif?h=ecae9a9bf9f2af5bdc353983b8e3f93a)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/f2b7742a-714c-4f93-90ab-fd101128a42e_rw_1920.jpg?h=587db38ce3d244958237cff9029dda4a)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/4c62678e-a4b6-42ad-b61a-56097f7fc3fa_rw_1920.gif?h=3c7bbb251a6e9046aeac2015dc099fc3)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/10543715-81b5-4d45-8601-6232e3009cb5_rw_1920.gif?h=1a8d9584f26a1351126be771d5ba5ef7)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/84d707a9-eb9f-4a65-b158-fc6f6345b6da_rw_1200.gif?h=b027d639dd74e71b1175e7e50acd03d7)
The strategy of ‘Bridge the World’ is a humbling reminder of what can be achieved when people simply sit and talk.
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/211ec4f1-7300-4c33-9e26-e8a7ca0a6a01_rw_1920.gif?h=c29b50b6f5acc01619ad59feb98c2b42)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/1a26f02e-b1b4-4bfa-b0de-01cdea3a62c1_rw_1920.jpg?h=45ba71e3f6729a5c77ac3debd84a097d)
We defined a delicious new direction that embraced what is cherished within the brand today and stirred in some tasty fresh ingredients for tomorrow.
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/5fe1b9de-370f-43b1-92c0-f91f5c2e80ae_rw_1920.gif?h=4ffb157cd46c42521cf48b012bf78c8d)
Campaign
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/4e921854-fe1e-4063-841e-c6ce421577dc_rw_1920.jpg?h=010ed052ce18aa0a7568f7d1b0cb98d9)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/9d7904db-6598-4376-b291-b7e491a0c1c7_rw_1920.jpg?h=67bbbe24fc8bce25b599c8a9bb368106)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/d9c5c6a7-24a3-4668-845d-a902f307c989_rw_1920.jpg?h=f6a19fd45b3dc03d7f30caea6b460643)
![](https://cdn.myportfolio.com/2c212d00-1235-49cd-9db0-2ce4bbaa2aef/ef4497a1-a896-4098-98c9-51e403d005a8_rw_1200.gif?h=372999aeb08b9b147133dabacde832ea)
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