The Creatives Room

Be Greater

Brand: singapore kindness movement · Agency: the leo burnett group singapore · Year: 2018 · Category: Print / OOH · Medium: image

This series of print ads employs a reportage photography style, capturing candid moments of everyday kindness. The images are processed in a heavily desaturated, cool-toned monochrome, lending them an authentic feel. A bold, sans-serif typographic overlay contrasts the word 'GREATER' with phrases that challenge traditional metrics of success, such as 'than any corner office.' The aesthetic grounds the concept of 'greatness' in unstaged, human interactions.

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Be Greater - the leo burnett group singapore - 2018 | The Creatives Room