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.

Orchard 290 Pte Ltd

Paragon - The Other Side Of Luxury

‘The Other Side of Luxury’ came from the insight that with luxury goods more accessible than before, discerning shoppers now place greater value on their overall experience, beyond just the products they buy.

 The work focuses on what set Paragon apart from its neighbors, other than being on the other side of the road – thoughtful luxuries that add up to the overall shopping experience.

 Instead of brand-centric, stylized high-fashion treatment typical in the retail mall category, the executions illustrate intimate shopping moments in Paragon, including existing services such as a cafe on each level for a more sociable shopping journey.


Media Agency :                

Creative Agency :
BBDO/ Proximity Singapore

Head of Creative :
Danny Searle

Art Director :
Goh Wee Kim

Copywriter :
Daniel Kee