BBH Singapore crafts a ‘Kopi Table Book’ to mark 10 years of partnership with NTUC Income

In a world of short-term relationships how many agencies can boast of sharing a decade-long relationship with a client? Not many.

To celebrate an extraordinary relationship with its long-standing client NTUC Income (Income), BBH Singapore has crafted a coffee table book with a local bent named ‘Kopi Table Book’, which showcases the evolution of the brand through the creative work developed by the agency.

Income is one of Singapore’s largest insurers.

The book is covered with an ubiquitous Good Morning Towel, a trusty towel that dates back to the 1880s and has come to acquire an iconic status in the country. Stamped on the cover is a special emblem fusing BBH and Income’s logos showing two black sheep sitting across a table enjoying a cup of Kopi.

The design concept of the coffee table book is an ode to the local texture of Income’s advertising, which is not only rooted deeply in the Singaporean culture but also targeted at an audience that frequents the local coffeeshops.

Charles Wigley, Chairman of BBH Asia, commented: “This ‘Kopi Table Book’ is a homage to those on the client and agency side, both past and present, who have contributed to NTUC Income’s campaigns over the years.

“We wanted to thank them and acknowledge their contributions in a more permanent way.”

The book features all the major campaigns that have been created by BBH for Income and includes iconic work like ‘Essentials’; the first campaign for the brand that was recognised for its simple portrayal of Singaporean life, ‘Last Day of School’; which won the agency a Cannes Silver Lion in 2016 as well as ‘Times have Changed’ BBH’s biggest campaign for Income that initiated a conversation around equality and featured renowned singer Tanya Chua.


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