3 Good Guys
Clover Films had a new comedy and one job for us: get Singaporeans off the sofa and back into the cinema. We ran the campaign in three phases, pre-launch, launch and post-launch, and let the cast do what they do best.
The brief
A local title with real charm, a cast audiences already liked, and a release window fighting for attention against streaming. The film needed a campaign that felt like the film: fast, funny and unmistakably Singaporean.
What we did
Pre-launch built curiosity with the cast and a running joke about who the good guys actually are. Launch hit with the trailer, a cinema etiquette video, a Thai proficiency test, a go-go dance challenge and a talent promo. Post-launch kept it alive with reactive posts, the cast's wives in a Q and A, and a quiz: which Good Guy are you?
What happened
The campaign gave Clover Films a playbook it could reuse, and gave the film a social presence that outlasted its opening weekend. This was NIR's sincerely playful mode in full: the only brief was tone, and the creatives went as wild as the film allowed.
juo.sg production and post