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 was listed as one of Singapore's most awarded creatives both in 2021 and 2020, awarded Copywriter of The Year award in 2021, and my work has been awarded at festivals like the One Show, LIA, Clios, D&AD and Cannes Lions — but the highlight of my career has to be when I managed to connect victims of marital rape to counsellors in their state.
#4 Singapore’s Most Awarded Creatives 2021 Singapore
2021 Copywriter of The Year (Bronze)
#3 The One Club Creative Rankings 2021 Singapore (Writers)
#31 The One Club Creating Rankings 2021 APAC (Writers)
#22 Singapore’s hottest creatives 2020Top 10 APAC Young Spikes 2018
︎︎︎Back to the work
︎ winonawee@gmail.com
Awards
Starting with the most recent, of course.
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
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
<<<<ADVENTURE IS OUT THERE!>>>
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.