A Writer's Folio by Ai Yun Cheah

THE

WORKS of a copywriter

This book (that looks rather plain from afar) belongs to:

CHEAH AI YUN

My name is Ai Yun. Iâ&#x20AC;&#x2122;m a copywriter by day, music hunter by night.

Did you know that polar bears are left-handed and that our ears and nose never stop growing? Or the fact that a firefly has a lifespan of 24 hours? That totally explains the puzzlingly high number of them on the floor of my office stairwell. This is what I Google for when I have too much time on my hands. Donâ&#x20AC;&#x2122;t give me too much free time, lest I find more seemingly useless information on the Internet that might just weird people out.

RESUME Work

Education

Havas Worldwide (formerly Euro RSCG) August 2011 – Present Role: Junior Copywriter Main Client: NTUC FairPrice Also work briefly on Abbott Nutrition, Danone and Far East Organization.

Lasalle College of the Arts (Singapore) Major: Advertising Graduated in 2010 with an upper second-class honours degree

The Right Mix (Singapore) November 2010 – January 2011 Role: Junior Copywriter Clients: Crust Gourmet Pizza, Land Rover and Jaguar Wild Advertising & Marketing (Singapore) October 2010 Role: Freelance Copywriter Clients: NETS, Angsana Hotels and Resorts, Skin Inc E-Pixels Solution Sdn Bhd (Malaysia) October 2010 Role: Graphic Design Intern Created wedding albums for clients and making them look good in it.

Kolej Damansara Utara (Malaysia) Major: Design Graduated in 2008 with a diploma

Achievements Shortlisted as a finalist for The Crowbar Awards 2010 Participated in Crowbar 24-Hour Advertising Challenge 2010

Skills Adobe Photoshop Adobe InDesign Adobe Illustrator Analog photography, using my Dad’s old (but trusty) Minolta Scouring the cyberworld for obscure bands

THE

DAILY GRIND at work

FairPrice - Print Posters that aim to invite FairPrice Finest customers to immerse themselves in the harmonious union of fine food and great music.

DELI ORGANIC WINES SEAFOOD INTERNATIONAL SELECTIONS

Stringing together fine food and music

Playing the right chords with fine food and music

Hit the right note between fine food and music

FairPrice Finest is a supporting sponsor of Mosaic Music Festival 2012

A feast is only complete when you pair it with fine tunes. Strum a few chords and cook up a scrumptious meal for a perfect concoction of food and music. Only at FairPrice Finest, where fine food meets great music.

What happens in the kitchen should always go with a dose of good music. Jazz things up with our fine gourmet selections for a sizzling package of food and music. Only at FairPrice Finest, where fine food meets great music.

Good music makes great food tastes even better. Serve up a platter of fresh tunes along with fine treats from our sumptuous array of quality food. Only at FairPrice Finest, where fine food meets great music.

whatsupatfairprice.com.sg/fairpricefinest

FairPrice - Print Posters that aim to invite FairPrice Finest customers to immerse themselves in the harmonious union of fine food and great music.

DELI ORGANIC WINES SEAFOOD INTERNATIONAL SELECTIONS

Early birds get off tickets*

Where fine food meets great music

Good things get snapped up fast. So take the early bird special. Spend $100 and above in a single receipt at FairPrice Finest, and you’ll be humming away with tickets to Mosaic Music Festival 2012 at 10% discount.

If you’re into food and music, we have just the right thing for you. Sign up for our mailing list via SMS you’ll get a pair of complimentary tickets to Mosaic Music Festival 2012.

10%

and win tickets

FairPrice Finest the supporting sponsor of the 2012 Mosaic Music Festival

whatsupatfairprice.com.sg/fairpricefinest

*Terms and conditions apply. Please approach our staff at the customer service counter for more information.

FairPrice - Print A corporate ad that showcases FairPriceâ&#x20AC;&#x2122;s commitment to food safety and its customersâ&#x20AC;&#x2122; well-being.

FairPrice - Print The wisdom of others often makes the best inspiration. These are the branding ads done for FairPrice Finest. DELI ORGANIC WINES SEAFOOD INTERNATIONAL SELECTIONS whatsupatfairprice.com.sg/fairpricefinest

Laughter is brightest where food is best.

IR ISH PROVERB

We believe in having life’s simple pleasures accessible to our customers. Like our fresh deli, or our choice organic groceries. And we believe the enjoyment of good food should be shared with loved ones. So eat, drink and be merry with our sumptuous array of fine food. Here at FairPrice Finest.

| Weekend Valet Service only at Bukit Timah Plaza and Thomson Plaza | Advance Order gourmet delights for your special occasions | Porter Service to help you move your trolley to your vehicle | Free Delivery Service for purchases of $150 and above. Terms and conditions apply. Bukit Timah Plaza, Level B1 & B2, Open Mon to Fri 9am–11pm; Sat, Sun & PH 8am–11pm • Century Square, Level B1, Open Daily 9am–10pm • Junction 8, Level B1, Open Daily 8am–11pm • Marine Parade, Open Daily 8am–11pm • myVillage, Level B1, Open 24hrs Daily • Scotts Square, Level B1, Open Daily 8am–11pm • The Clementi Mall, Level B1, Open Daily 8am–11pm • Thomson Plaza, Level 3, Open Daily 8am–10.30pm • TripleOne Somerset, Level 1, Open Daily 8am–11pm

FairPrice - Print

FP-FT120375-03_TheFinder_Dec_v2p.ai

11/8/12

12:52 PM

FairPrice Finest brings their finest Christmas celebration to the table for all to revel in.

Jaguar - Radio Jaguar reaches out to potential drivers through a radio commercial about their winnings.

SFX: *Vrooooooom……………* MVO: There goes Jaguar speeding away with the “Straits Times Car of the Year” title. SFX: *Vrooooooom……………* MVO: Now it just picked up Top Gear’s ‘Luxury Car of the Year’ award. SFX: *Vrooooooom……………* MVO: Jaguar clinched yet another ‘Best Luxury Car’ award by What Car? Green Awards. MVO: With these many trophies under its belt, no doubt Jaguar is on a winning streak. Exceptional in power, beauty and luxury, it is little wonder that Jaguar is a winner by a mile. Test-drive a Jaguar today and be impressed. SFX: *Vrooooooom……………*

THE

COLLEGE YEARS where I learnt the phrase “bounce off ideas”

National Environment Agency - Posters Global warming is upon us. Digital posters to remind us to be aware of our actions and be responsible for what we use and dispose of.

WHAT WILL YOU DO?

Less than 2% of these are recycled, while the rest ended up as wastes in landfills. The best substitute for a plastic bag would be an eco-friendly bag which is useful while doing some shopping. Pledge your allegiance to Earth, and prove to us that you care to make a difference. Upload a video of your pledge, take a photo of your sustainable activity and share with others your green idea. Log on to www.susplayable.com to find out more on how you can help.

WHAT WILL YOU DO?

Log on to www.susplayable.com to find out more on how you can help.

Instead of buying disposable water bottles, try using eco-friendly water bottles to store your drink. Pledge your allegiance to Earth, and prove to us that you care to make a difference. Upload a video of your pledge, take a photo of your sustainable activity and share with others your green idea.

Plant a tree, grow a garden, use less paper and help reduce deforestation. Pledge your allegiance to Earth, and prove to us that you care to make a difference. Upload a video of your pledge, take a photo of your sustainable activity and share with others your green idea.

New Moon - Print New Moon Essence of Chicken energises even the most tired of minds.

E-Pixels - Outdoor A reboot of an old ad, an attempt to revive the good olâ&#x20AC;&#x2122; long copy days.

Tide - Ambient An ambient advertising that features Tide detergent as an efficient stain remover. Shortlisted as a finalist for The Crowbar Awards 2010.

CALL ME? at +65 9829 7393 or write to me at caycheah@gmail.com