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ST Engineering go colourful in The Straits Times
ST Engineering did a great job with their Singapore Airshow ad in the lifestyle section of today's Straits Times. So simple, yet so effective. By cleverly playing with grayscale and colour, they have created an ad that is visually appealing, commands your attention, and playfully challenges normative stereotypes about engineering companies being dull and lifeless (i.e. colourless). The copy is also very effective - direct and to the point. Finally, the whole aesthetic if perfectly integrated with their Singapore Airshow website, which can be seen here. A good job, well done! Our only recommendation for improvement would be to re-think the jigsaw puzzle pieces along the right-hand side of the page. Whilst the concept is good (i.e. ST Engineering's ability to customise solutions to fit customer need), and the use of colour very complementary to the slogan and copy, we feel the overall effect is a little piecemeal. Rather than having separate pieces scattered across the page, it may be more effective to have
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