CareLine. Your Partner in Life.

CareLine - the Pioneer service in building a strong, reliable relationship with the silver-generation by taking care of their personal well-being around the clock.

To convey the warmth and primacy that CareLine places on their clients, my concept extols the positive benefits of the service in familiar, everyday settings. Championed by highly-stylised characters that make up Singapore, the characters talk about how CareLine has provided them with support and care, contributing to them living a happy life. The strategic use of familiar settings and characters enhances audience resonance, speaking clearly to the target audience. The art direction also capitalises on the use of primary colours to create a distinct and vibrant colour palette to facilitate strong visual recognition. With a clear and direct copy, the key visual ultimately conveys the heartfelt promise of CareLine - CareLine will always be there for their clients regardless of needs, providing social support and health advice.

Role: Concept, Art Direction, Design
Company: Addiction Advertising