标题It Starts With Your Heart
广告公司
广告战役 Shadows
广告主 British Heart Foundation
品牌 British Heart Foundation

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About MullenLowe Global

Who We Are:
We believe positive dissatisfaction is the mother of reinvention. That’s why our icon is the octopus. It’s the only organism on the planet that routinely edits its own DNA to adapt, innovate, and thrive.It outsmarts the competition by constantly changing. It reinvents, repeats, reinvents, repeats.And so do we. 
What We Do:
In today’s rapidly changing world, innovation hinges on a combination of agility and adaptability. And the key to success is for brands to recognise the opportunity and responsibility to innovate because brands who do grow faster. Our capabilities allow us to proactively challenge and evolve brands across paid, owned and earned expressions and experiences. 
How We Do It:
For businesses to grow, the most valuable currency is not how consistent you are it’s how you innovate. We believe that the fuel for innovation is positive dissatisfaction. Dissatisfied with the way it’s always been, with handcuffs and limits and rules, with insights that aren’t insightful, and with creative that doesn’t make you feel. This philosophy unites our 55 markets and makes us the most effective agency network pound for pound for twelve years running. 

Latest News

MullenLowe Singapore and Startup Base Genesis launch Eco Hell Note to reimagine cultural practices with sustainable, ashless joss paper burning

Startup Base Genesis has collaborated with creative agency MullenLowe Singapore to create the Eco Hell Note, a joss paper innovation that burns cleanly without leaving residue, reducing paper waste and offering an environmentally-friendly alternative of burning joss paper while maintaining respect for traditional practices.

Launched in time for Qingming Festival, the Eco Hell Note prevents excessive purchasing and burning of joss paper for ancestors by using the largest possible denomination of money in the Chinese language — ‘Yi ji’ (一极) at 48 zeroes, such that a single note can represent stacks of hell notes. Printed on nitrocellulose paper, the sustainable product ensures complete combustion, leading to a cleaner and more sustainable practice.

Base Genesis co-founder Chris Huang said, “At Base Genesis our mission is to help our traditions flourish and remain relevant for generations to come, ensuring they not only endure but also contribute positively to the world. We hope that the Eco Hell Note can help more people uphold our traditions that are dear to us, in a way that is sustainable, socially responsible and keeping with our values of filial piety, giving thanks, and sharing with those in need.”

The Eco Hell Note was carefully crafted to reflect the traditional aesthetics of joss paper, featuring auspicious colours such as gold and red, unique serial numbers and an imperial seal. Burning the Eco Hell Note does not leave ash residue due to the use of flash paper, which burns completely. The note also has a special coating that creates a stunning visual spectacle when burned.

MullenLowe Singapore Executive Creative Director Shengjin Ang said, “We are delighted to work with Base Genesis to produce this new spin on the hell note, reimagining a traditional cultural artifact that has been part of Chinese culture for centuries. We believe this innovation will bring the younger generation into the conversation, helping them to find a balance between continuing cultural customs and practising a way of life that is important to them.”

Founded by Chris Huang and Alex Teo, Base Genesis is a startup dedicated to revitalizing cherished traditions, connecting past wisdom with future aspirations. The company was successfully incubated by traditional joss paper wholesaler Ban Kah Hiang Trading, extending a family legacy led by third- generation owner Alex Teo.

Learn more about the Eco Hell Note and Base Genesis’ commitment to sustainability here.

 

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