Okay, the brief may sound a little odd – to promote an exclusive, women-only credit card. But as one of the few female creatives in the department, this assignment naturally fell to me. I like to think that what emerged was a strong female voice. I also got to cut my teeth as a Creative Lead on the project. The campaign resulted in a 400% conversion rate and went on to win AdAsia’s Campaign of the Year in 2006. TV by Hong Kong-based director Sng Tong Beng. Print by Australian photographer Georges Antoni.