God had an image problem. Could Ogilvy help?

This was the challenge presented to Ogilvy by a network of 150 Christian churches, a.k.a.
the Love Singapore Movement. The goal: Have God reach out to people with a voice
that's witty and affable. And do it in a country where there's a delicate racial and religious
balance - where all religious activity is closely monitored by the government.

The Campaign:
24 print ads and 17 TV spots were created for the "God" campaign. And within 2 weeks,
all were banned by the Singapore government. This led to a national Public Relations
bonanza and a quick redirection of media efforts. Ogilvy gave the voice of God to various
magazines, banners, transit posters, shopping mall videowalls, T-shirts, giveaways and
postcards. "SMS from God" was offered to cell phone users, and an unprecedented 1 in 4
signed up.

Recognized by both regional and international award shows, the "God" campaign
achieved cult status overnight. And although we confess we probably had a little divine
help from above, "God" is an excellent example of Ogilvy's 360 Degree Brand
Stewardship.