BBH

Shortly after it was founded in 1982, BBH created a much-acclaimed advert for Levi's: a flock of white sheep looks in one direction, while a solitary black sheep focuses on another. This became emblematic for the agency, which - countless successful projects later - still loves to change perspective to discover fresh horizons. Founded in 1996, BBH Singapore also adopted this ethos and thus rapidly became a much sought-after agency for brand strategies that defy convention. Unorthodox in its approach and based within highly innovative tech markets in Asia, BBH Singapore furthermore continuously expanded its expertise in the realms of gaming and fandom. As the BBH philosophy says, "The power of difference to make a difference - zagging - is how we change brands and businesses."

Interview with BBH

Red Dot: With complex apps like “Running Stories”, does user guidance have top priority?
BBH: Like with any app, the user experience is front and centre. All the information that the app feeds the audience needs to be delivered in a seamless way that doesn’t distract from the storytelling and overall entertaining experience.

You developed the app on your own initiative – also to highlight opportunities for brand integration. Will it become more important for agencies to develop such ideas in the future?
Marketing people don’t wake up in the morning and call their agency to ask for something they didn’t even know they needed. It is the duty of any creative company to drive innovation and push it forward. If not, it won’t happen. It’s that simple.