
Insight:
In advertising, every idea, revision, or brainstorm often comes at a cost. But during the festive season—when generosity matters most—this can feel overly transactional. TBWA\ Group Singapore saw a moment to shift that dynamic by offering something rare in agency life: freebies.
Idea:
Inspired by the quirky world of Extreme Couponing, the agency created X’MAS COUPONING—a playful campaign that let clients redeem tongue-in-cheek “coupons” for free agency services. It turned the usual cost-driven relationship on its head, with a festive twist that reflected the holiday spirit and TBWA’s signature irreverence.
Execution:
A set of bold, Christmas-themed coupons was designed and sent to clients, each offering a complimentary service—from logo upsize to reversing a headline option. With its witty tone and unexpected generosity, the campaign stood out from standard holiday greetings, leaving clients surprised, delighted, and reminded of the agency’s creativity and appreciation.

AD: Weilun Chong, Roxanne Wee • CW: Dan Chia • ECD: Hagan De Villiers, Gary Steele • AGCY: TBWA \ Singapore