This is a campaign of long-copy ads for the Lien Foundation in Singapore, a group of hospices dedicated to not just easing the death process, but to helping their patients make the most out of their remaining time.

I wrote these after spending a long time talking to both patients and staff at the hospitals. By the end, I was quite emotionally invested the ads and copy.

Personally, I particularly like 'Selfie obituary' and 'Kick the bucket', but other people have different favourites.

One Show agreed with me about 'Kick the bucket' and gave it a Bronze Pencil for copywriting. Other executions and the campaign picked up several finalists there as well. As a writer, I was quietly pleased that a 'writing heavy' ad can still be awarded, though the beautifully-crafted art direction and Len Cheeseman's lovely type certainly helped a lot.

Working with good people is the head-start we all need to shine.