The Crown, a new Netflix original series, offers an intimate, revealing look at the life of Queen Elizabeth II. To launch the show in Singapore, we researched a variety of surprising and intriguing facts about the Queen, and then brought them to life in the most unexpected places.

Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more. Many of these formats had never previously been available for advertising in Singapore.

We threw out the normal definitions of ambient versus traditional outdoor, and simply wrapped the medium around the message.

Unconstrained by conventional channel planning, we adopted an unorthodox, ‘surround-sound’ approach, peppering our messages across the island, and surprising our audience in a multitude of ways over an intensive two-week period.

Singapore is an ex-colony of the British Empire, and that residual legacy can still be felt today in many subtle ways. To give the campaign a more local flavour, several of the executions were inspired by Queen Elizabeth's own experiences when touring Singapore – such as the neighbourhoods she visited, or the delicacies she sampled.

Our campaign took advantage of Singapore’s unique demographics and geography. Being a tiny, densely populated island, Singapore is the perfect location for a large-scale, intensive outdoor programme. Activating more than 30 different executions, we could reach out to a broad section of the population over a very short period of time.