Hi, I’m Winona.
I’m a born-and-bred Singaporean copywriter currently based in the UK with Wieden+Kennedy London.
I love ancient history & gaming, and these 2 polar opposites help me create campaigns that are digital-first yet grounded in human insights. I might be copy-based, but I enjoy tinkering with 3D, AI, and design in my free time at @winonyaforever.I was listed as one of Singapore's most awarded creatives two consecutive years in a row in 2020 and 2021. My work has been awarded over 30 times at festivals like the One Show, Clios, LIA, D&AD and Cannes Lions — even bagging Singapore’s 1st nomination for a Glass Lion. In 2022, I moved halfway across the world to London with Wieden+Kennedy, where I’m currently working behind the scenes to bring more tech-focused ideas to life. ⚡️
#4 Singapore’s Most Awarded Creatives 2021 Singapore
2021 Copywriter of The Year, Singapore (Bronze)
#3 The One Club Creative Rankings 2021 Singapore (Writers)
#31 The One Club Creating Rankings 2021 Asia Pacific (Writers)
#22 Singapore’s Most Awarded Creatives 2020
Top 10 APAC Young Spikes 2018
︎︎︎Back to the work
︎ winonawee@gmail.com
Awards
tldr;
Cannes Lions Festival — 2 Silvers, 2 Bronze, 6 Shortlists
D&AD — 1 Wood Pencil, 2 Shortlists
Clio Entertainment — 3 Silvers
Clio Awards — 4 Bronze
London International Awards — 3 Silvers, 5 Bronze, 1 Shortlist
The One Show — 1 Silver, 2 Bronze, 4 Shortlists
The One Show Asia — 4 Features For Best In Asia
The One Screen — 1 x Gold
Spikes Asia — 3 x Gold
Ad Stars Asia — 1 x Gold, 5 x Silver, 6 x Bronze, 2 x Crystal Festival of Media Asia Pacific — 1 x Bronze
Marketing Loyalty & Engagement Awards — 2 x Gold Effectiveness Awards (Effies) Asia Pacific — 1 x Gold, 1 x Silver, 1 x Shortlist
Effectiveness Awards (Effies) Singapore — 3 x Silver, 1 x Bronze The Gong Show Singapore — Copywriter of The Year (Bronze), 1 x Shortlist
Young Spikes — Top 10 Finalist Asia Pacific
Markies — 1 x Bronze
Singapore Media Awards — 1 x Gold
PR Awards — 1 x Silver
& in detail... (might’ve missed some out lol)
Clio Entertainment Awards 2022 (Silver: Games: Original Content)— Hotpot Showdown
Clio Entertainment Awards 2022 (Silver: Games: Social Media)—Teemo Treasure Trek
Clio Entertainment Awards 2022 (Silver: Games: Digital/Mobile & Social Media Craft)—Teemo Treasure Trek
Effie APAC 2022 (Silver: Positive Change, Social Good) —Please Arrest Me
London International Awards 2021 (Silver: TV/Cinema)—Please Arrest Me
London International Awards 2021 (Silver: Branded Entertainment)—Please Arrest Me
London International Awards 2021 (Silver: Branded Entertainment)—Please Arrest Me
London International Awards 2021 (Bronze: Ambient & Activation)—Please Arrest Me
London International Awards 2021 (Bronze: Guerrilla Marketing)—Please Arrest Me
London International Awards 2021 (Bronze: Online Film)—Please Arrest Me
London International Awards 2021 (Bronze: Sound)—Homeless ASMR
London International Awards 2021 (Bronze: Branded Entertainment)—Food Influencers Tasting Dog Food
Cannes Lions 2020/2021 (Glass Lion)—Please Arrest Me
Cannes Lions 2020/2021 (Silver: Film)—Please Arrest Me
Cannes Lions 2020/2021 (Silver: Brand Experience & Activation)—Please Arrest Me
Cannes Lions 2020/2021 (Bronze: Social & Influencer)—Please Arrest Me
Cannes Lions 2020/2021 (Shortlist: Film)—Please Arrest Me
Cannes Lions 2020/2021 (Shortlist: PR)—Please Arrest Me
Cannes Lions 2020/2021 (Shortlist: Brand Experience & Activation)—Please Arrest Me
Cannes Lions 2020/2021 (Shortlist: Brand Experience & Activation)—Food Influencers Tasting Dog Food
Cannes Lions 2020/2021 (Shortlist: Brand Experience & Activation)—Food Influencers Tasting Dog Food
Cannes Lions 2020/2021 (Shortlist: Media)—Homeless ASMR
One Show 2021 (Bronze: Social Media)—Food Influencers Tasting Dog Food
Effies SG 2021 (Gold: David vs Goliath)—Food Influencers Tasting Dog Food
Effies SG 2021 (Silver: Pet Care)—Food Influencers Tasting Dog Food
Effies SG 2021 (Bronze: Branded Content)—Food Influencers Tasting Dog Food
Clio Awards 2021 (Bronze: Social Media)—Please Arrest Me
Clio Awards 2021 (Bronze: Direct)—Please Arrest Me
Clio Awards 2021 (Bronze: Branded Entertainment/Content)—Please Arrest Me
Clio Awards 2021 (Bronze: PR)—Please Arrest Me
Spikes Asia 2021 (Gold: Digital)—Please Arrest Me
Spikes Asia 2021 (Gold: Entertainment)—Please Arrest Me
Spikes Asia 2021 (Gold: Brand experience & activation)—Please Arrest Me
D&AD 2020 (Wood Pencil: Entertainment)—Please Arrest Me
One Show 2020 (Silver: Social Media)—Please Arrest Me
One Show 2020 (Bronze: Film)—Please Arrest Me
One Show 2020 (Merit: Branded Entertainment)—Please Arrest Me
One Show 2020 (Merit: Interactive & Online)—Please Arrest Me
One Show 2020 (Merit: PR)—Please Arrest Me
One Show 2020 (Merit: Social Media)—Please Arrest Me
One Show Asia 2020 (Craft: Sound design)—Homeless ASMR; The relaxing round of rain
One Show Asia 2020 (Craft: Sound design)—Homeless ASMR; The crunching sound of a plastic bag
One Show Asia 2020 (Cross-platform: integrated campaign)—Homeless ASMR
One Show Asia 2020 (Public service & CSR: non-profit) —Please Arrest Me
One Screen 2020 (Gold: Best Documentary)—Please Arrest Me
Adstars 2020 (Gold: Social & Influencer)—Please Arrest Me
Adstars 2020 (Silver: Branded Viral Videos)—Please Arrest Me
Adstars 2020 (Silver: PSA Human Rights)—Please Arrest Me
Adstars 2020 (Silver: Diverse Insights)—Please Arrest Me
Adstars 2020 (Silver: Film Non Profit)—Please Arrest Me
Adstars 2020 (Bronze: Film Craft)—Please Arrest Me
Adstars 2020 (Bronze: PSA Gender Equality)—Please Arrest Me
Adstars 2020 (Silver: Film Craft)—Homeless ASMR; The relaxing round of rain
Adstars 2020 (Bronze: Film Non Profit)—Homeless ASMR; The relaxing sound of rain
Adstars 2020 (Bronze: Diverse Insights)—Homeless ASMR
Adstars 2020 (Bronze: Human Rights)—Homeless ASMR; The relaxing sound of rain
Adstars 2020 (Bronze: Human Rights)—Homeless ASMR
Adstars 2020 (Crystal: Direct)—Homeless ASMR
Adstars 2020 (Crystal: Film)—Homeless ASMR; The crunching sound of a plastic bag
Festival of Media 2020 APAC (Bronze: Best Event/Experiential) —
Swing For Power
Marketing Loyalty & Engagement Awards 2019 (Gold: Best Use Of CSR) —
Swing For Power
Marketing Loyalty & Engagement Awards 2019 (Gold: Best Use Of Integrated Media) — Swing For Power
Effie SG 2019 (Silver: David vs Goliath) — KFC Singapore, Brand Turnaround
Effie SG 2019 (Silver: Renaissance) — KFC Singapore, Brand Turnaround
Effie SG 2019 (Silver: Fast Food, Casual Dining & Restaurants) — KFC Singapore, Brand Turnaround
Gong 2019 (Finalist: Brand Experience & Activation Gongs) — Swing For Power
Effie APAC 2019 (Shortlist: Brand Turnaround) — KFC Singapore
Effie APAC 2018 (Gold: Brand Revitalisation) — Electrolux Fashioncare
Young Spikes 2018 (Finalist: Design Competition) — Refound Singapore
Effie SG 2018 (Bronze: Fast Food, Casual Dining & Restaurants) — KFC Singapore, Sorry Not Sorry
Markies Awards 2018 (Bronze: Best Use Of Content) — Land Transport Authority, Downtown Line 3
Singapore Media Awards 2018 (Gold: Best Social Media Campaign) — KFC Singapore Hot Devil Drumlets, The Biggest Little Comeback
PR Awards 2018 (Silver: Best Digital Communication Strategy) — Land Transport Authority, Downtown Line 3
Experience
Wieden+Kennedy London / Creative
Aug 2022 to Present
Accounts: Malibu, Heinz, Ford, Nike, Amazon
Conceptualised and nepobb.com with support from the agency and working behind-the-scenes on more stuff. Also co-leading W+K’s LGBTQIA+ affinity group, Ginger Beers (cockney slang for Queer).
BBH Asia Pacific (Singapore) / Copywriter
April 2021 to Jul 2022
Accounts: Riot Games (Global & Regional)
Creating cool experiences for League of Legends, Wild Rift & VALORANT. 🎯😈 I created a 40-minute #HotPotShowdown Taiwanese variety show to reunite gamers, championed local stores by immortalising their Lunar New Year delicacies from the real world in the game world with #TeemoTreasureTrek, empowered Southeast Asian gamers with their own League of Legends theme song through an interactive #SymphonyOfLight concert, and made a shooting game's birthday a literal blast with #ValorantBirthdayRush.
Ogilvy Singapore / Copywriter
Jan 2017 to April 2021
Accounts: Vaseline APAC, Facebook Business Global, Japan Airlines, HSBC, Changi Airport Group, MCCY, Hilton APAC, KFC SG, Huawei, Martell, Electrolux APAC, Chelsea F.C. APAC, Pond’s APAC
- One of 9 Young Turks, the junior management board in Ogilvy Singapore.
- Spearheaded the launch of @ogilvysg on Instagram and manages it.
- One of 13 selected in the agency to complete Ogilvy Masterclass Training Programme 2018, an exclusive global initiative to groom young talents.
The Idea Lab / Junior Copywriter
Nov 2015 to Jan 2017
Accounts handled: Facebook, DBS/POSB, Health Promotion Board, Burger King, Resorts World Sentosa, Swissbake, Garuda Indonesia, Renesas, Marina Bay Link Mall
DesignTAXI / Editorial Writer
Jul 2015 to Oct 2015
Wrote about creative professions, games and advertising. After 3 months, I realised I'd rather be creating work than writing about them.