Ad Showcase

The monthly Ad Showcase features outstanding advertisements in the SPH Media that are selected by a panel of judges from SPH Marketing. The hand-picked campaigns will run for the quarterly SPH Readers' Choice Awards where readers will be voting from respective 3 months pool of SPH Ads of the Month entries.

NTUC Income Insurance Co-operative Ltd


NTUC Income realized that many Singaporeans were under-insured.  Insurance is percieved as a high-cost item, driven by competitors pushing high-premium policies, has resulted in many first-time home-owners and young families de-prioritising personal insurance over items like housing mortgages and car loans.

 NTUC Income decided to challenge this perception by introducing a “essentials package” of term-life and health insurance, providing a basic degree of cover at a price affordable to the every-day Singaporean.

 The visual analogy of bread, rice and milk was meant to draw parallels with everyday household items; essential items for every family that were priced sensibly and affordably.


Media Agency :                
PHD Singapore Pte Ltd

Creative Agency :
BBH Asia-Pacific Pte Ltd

Creative Director :
Steve Elrick

Art Director :
Janson Choo

Copywriter :
Daniel Ko