Campaign: Gurd club
Client: Central Narcotic Bureau

Singapore drug laws are one of the toughest on the planet. But today it’s tougher to curb the youth’s curiosity for drugs – with a growing number of them showing more liberal views on drugs.

So we did the unthinkable and got the youth ‘high’. We then let them exercise their choice through the multisensory experience at Gurd Club, a first in Singapore. Ultimately, we reversed their enthusiasm for drugs; and turned them into anti-drugs advocates of their own accord.