Protecting Singapore from heatiness with the world’s most cooling superhero
Three Legs Cooling Water was a household name and age-old remedy, but needed to appeal to a younger generation schooled in pop culture.
Old is always in, so we doubled down on retro with a sixties-style superhero. Captain Cooling defeated heatiness before it struck, encouraging audiences to balance their worlds and preempt heatiness by drinking cooling water daily.
360 CAMPAIGN
Team: Distilleri SG
Executive Creative Director: Eugene Tan
Senior Copywriter: Ian Ho
Senior Art Director: Anson Cheng
Strategy: Jian Yang, Henrietta Teo
Accounts: Jamayne Lam, Jiun Koh
Producers: Terence Lee, Joellen Koh
Thailand
Phenomena Bangkok
Director: Vutichai Sinprajugkulhong