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Grey Singapore Prints for Duracell

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'Some toys never die'

Grey Singapore Prints for Duracell

Duracell wanted a fresh approach to communicate the longevity of their batteries. With this in mind, the team at Grey Group Singapore has launched this visually-engaging campaign that centres on the concept of children who grow tired of their toys very quickly, discarding them for newer, more exciting ones. More often than not, these 'rejected' toys have batteries in them – and those running on Duracell’s long-lasting batteries are still functioning and ‘alive’. Each advertisement of the campaign conveys a story of a discarded toy coming back and hoping to reunite with its owner while the latter is caught spending time with a new, favourite toy.





Agency: Grey Group Singapore
Client: P&G
Brand: Duracell
Title of campaign: “The Return” – Dog, Doll, Robot

Chief Creative Officer: Ali Shabaz
Copywriter: Karn Singh
Senior Art Director: Deng Yingzhi
Photographer: Vikram Kushwah
Producer: Karn Singh
Art Buyer: Iskandar Abdul Kader
Digital Imaging: Evan Lim/The Rabbit Hole
Production Manager: Bobby Koh
Account Supervisor: Fernando Beretta/Ines Etchenique
Advertiser's Supervisor: Stefan Sallandt


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