Tay Suan Chiang, Straits Times 20 Nov 09;
BY CHANGING just one letter in a name, Mr Tham Khai Meng transformed Copenhagen, the capital of Denmark, into Hopenhagen, a worldwide movement to spur people to take action in dealing with climate change.
Last night, Mr Tham, 56, the worldwide creative director at Ogilvy & Mather, was named one of four Designers of the Year at the annual President's Design Award.
The other three recipients were designer Koichiro Ikebuchi, architect Look Boon Gee and creative director Chris Lee. They received their awards from President S R Nathan at the Istana.
The Hopenhagen project was Mr Tham's first campaign since taking on the role of worldwide creative director at the advertising agency in New York in January. It is the awareness campaign for the United Nations Climate Change Conference that takes place in Copenhagen next month.
Mr Tham and his team beat seven other agencies to clinch the project.
Together with two other colleagues from London, the trio played around with the word Copenhagen.
'We toyed with the idea of how to put hope back into the topic of environmental awareness,' says Mr Tham. 'The answer was staring at us. Coping... and hoping.'
The campaign, which includes a series of advertisements with plenty of green in them, has been running in Times Square in New York and on TV, as well as at bus stops around Singapore.
Before his promotion to the New York-based position, Mr Tham was co-chairman and executive regional creative director of Ogilvy & Mather Asia-Pacific for nine years. The 30-year advertising veteran joined the firm in 1999.
Under his leadership, Ogilvy & Mather Asia-Pacific was named the most creative agency network in the region for four consecutive years by advertising industry magazine Campaign Brief Asia.
His past works include advertisements for Singapore Airlines, Raffles Hotel and a user-friendly guide to dying well for the Singapore Hospice Council.
'A good ad has the power of truth, it can make you join the United Nations Climate Conference without you having to board the plane to Copenhagen,' he says.
For Osaka-born Mr Ikebuchi, 44, who designed the Draycott 8 condominium and the interior of the Aoki Japanese restaurant, becoming a permanent resident last year made him eligible for the award.
He started working in Singapore in 1989, and set up his own firm Atelier Ikebuchi here in 2004. On his relocation to Singapore, he says: 'The country has lots of potential.'
The Designer of the Year award recognises designers for their creativity and achievements in any design discipline, based on a portfolio of works.
The President's Design Award, started by the DesignSingapore Council and the Urban Redevelopment Authority, is in its fourth year. It promotes and recognises design excellence in Singapore for competitive advantage, quality of life and a more attractive environment.
In his speech, Acting Minister for Information, Communications and the Arts Lui Tuck Yew said that last year, the design sector's contribution to Singapore's gross domestic product was estimated to be $3.4 billion.
He added that 'the field of design opens up new value propositions for Singapore to stay globally competitive in the midst of growing regional and international competition'.
Last night, President Nathan also handed out seven awards for Design of the Year. This year's winners are the Genexis Theatre at Fusionopolis, Henderson Waves, the Paper Fold chair, Republic Polytechnic, The Met condominium in Bangkok, Urband Origami spectacle frame and the X-halo Breath Thermometer.
taysc@sph.com.sg
Three who harnessed the power of design
KOICHIRO IKEBUCHI, 44, DIRECTOR OF ATELIER IKEBUCHI
The Osaka-born Singapore permanent resident is a multi-disciplinary designer. Among his numerous projects in Asia are the interior of the Aoki Japanese restaurant at Shaw Centre, the Draycott 8 condominium off Orchard Road, several private houses in Singapore, and the Hotel Uma Ubud in Bali.
He began working in Singapore in 1989, and in 2004, he set up Atelier Ikebuchi.
The jury recognised his broad portfolio and praised the quiet elegance of his designs.
CHRIS LEE, 39, FOUNDER AND CREATIVE DIRECTOR OF ASYLUM CREATIVE
In 1999, Mr Lee started Asylum Creative, a design studio-cum-retail store in Ann Siang Road.
His wide-ranging projects include interactive design, product development, environmental and interior design, packaging, branding and graphic design.
Last year, he started the Chocolate Research Facility, which sells 100 flavours of chocolate bars. Mr Lee designed the store's colourful interiors and packaging.
The jury acknowledged Mr Lee for his modern approach to communications and his ability to solve problems using novel ways.
LOOK BOON GEE, 48, MANAGING DIRECTOR OF LOOK ARCHITECTS
Mr Look is no stranger at this award ceremony. In 2007, Bishan Community Library was awarded Design of the Year.
He founded Look Architects in 1993, bent on producing designs that would delight and fulfil specific needs.
His recent projects include Alexandra Arch and Forest Walk at Alexandra Road and the Ascott Centre of Excellence in Scotts Road.
The jury lauded Mr Look for exhibiting sensitivity, dedication and thoughtfulness in his works.
