Heineken: T.G.I.M.

Client: Asia Pacific Breweries Singapore

Agencies: Publicis Singapore, Iris
Creative Director: Alex Lim
Senior Copywriter: Geraldine Oh
Copywriters: Selena Soh, Jet Aw
Art Directors: Karl Ng, Neo Shiyi

The brief was to make Mondays feel better, and to change the drinking habits of people on this depressing day. T.G.I.M. (Thank God It's Monday) was a thought I scribbled on the back of the agency brief when Alex–our creative director was talking.

You know you landed on something right when it was relatively easy to flesh out the campaign. T.G.I.M. kicked off with a bespoke umbrella service to shelter one from rainy Mondays, as well as social content and collaterals that brought some comic relief.

Not forgetting the essential Monday survival kits, and exclusive TGIM-themed drinking sessions that got everyone’s spirits high on this extended weekend.

Not only did we make the worst day of the week better, sales on Mondays hit the roof for Heineken. Campaign Brief also thought it was a sweet campaign. Without a doubt, it brought much cheer to everyone–our consumers, client, and us, of course.