United Overseas Bank: Dream Jobs
Campaign Extension · Visual Concepting
United Overseas Bank was running UOB Unlimited, an employer-brand campaign centred on inclusive hiring. During my internship at 72andSunny, I was given the opportunity to develop a small extension of this campaign as part of my creative internship.
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The Gap
The campaign was already live. The task was to explore how its message could be translated into a more personal format. The brief was to create a series of visual posters as a gift to UOB’s CEO — an internal-facing extension that stayed aligned with the campaign’s intent.
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My Role
I worked as a Creative Intern at 72andSunny, responsible for developing the visual concept and execution for the poster series. I interpreted the values of the UOB Unlimited campaign and translated them into a cohesive set of visual ideas, working within the guidance of the creative team and existing brand frameworks.
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Why This Mattered
The project required restraint and sensitivity — extending an existing campaign without diluting or reinventing it.
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What This Demonstrates
This work reflects my ability to operate within a strong agency system, translate campaign values into visual form, and contribute thoughtfully under direction — skills that continue to shape how I approach brand storytelling today.
Initial explorations visualised how everyday roles could be reframed as dream jobs.
These explorations evolved into a series of posters, each celebrating an overlooked role by reframing it as a dream job.
In-visual copy:
For most, the silver lining in threading thousands of beads together is hard to find. But not for the artisans with autism at Eden+Elie. Today, they craft bangles from over 3000 tiny beads, one after another. Just imagine what people with disabilities could do for your business.
In-visual copy:
For most, plating dish after dish in exactly the same way is far from a dream come true. But not for the Mise En Place with autism at Burnt Ends. Today, he plates over hundreds of Michelin-starred dishes flawlessly every night. Just imagine what people with disabilities could do for your business.
In-visual copy:
For most, it’s hard to see scanning hundreds of documents a day as a career that’s taking off. But not for the employees with disabilities at UOB Scan Hub. Today, they scan and digitise over 5 million documents a year. Just imagine what people with disabilities could do for your business.
To wrap up the project, the agency gifted UOB’s CEO a framed set of the posters from the Dream Jobs series, as a nod to the campaign’s message of inclusivity. Here’s a shot of me with the framed prints before they were handed over—definitely a proud moment! It was a fun way to celebrate the work and see it come full circle.