MAS Mousetrap

Challenge

Singapore has one of the highest debt levels in Asia with 32,000 individuals who owe a total of SGD 4 billion. The problem of a mounting and fast-increasing unsecured credit debt is a worrying concern of our client - the Monetary Authority of Singapore (MAS). The key objective is to raise the awareness of the need for prudent use of unsecured credit to help Singaporeans avoid getting into debt problems.

Approach

The campaign was conceptualised to pique curiosity, instill a single message and spark conversation. An object of desire placed on a mousetrap evokes a sense of caution to serve as a deterrent and to motivate positive action. On a closer look, the base of the trap is made out of a wooden plank engraved with a credit card face. It screams silently to everyone - Make no mistake, it will hurt you if you misuse unsecured credits.