Justice Bao Travel Tips | Singapore Tourism Board

80% of Singaporeans experience travel mishaps. It’s no surprise the Singapore Tourism Board wanted to remind them of the importance of buying travel insurance. But not even a government body could convince them to do it.

Our idea was to use a spokesperson who was scarier than the government. A 1990s television icon, whose hit Chinese drama series made him a voice of authority. JUSTICE BAO.

Rather than shoot afresh, we bought footage from the original Justice Bao TV series instead. We re-edited famous scenes with humorous Singapore lingo, depicting travellers in sticky situations. The result was outrageously entertaining travel advisory ads that finally got Singaporeans’ attention.