What looks like a Smarties pack is the clever use of typography with questions that precocious kids usually barrage parents with. Sample questions: Why isn’t there mouse-flavoured cat food? Where in the poem does it say that Humpty Dumpty is an egg? And, Why can’t we sneeze with our eyes open?

Agency: JWT Singapore
Creative Director: Joseph Tay
Art Director: Thomas Yang
Copywriter: Joji Jacob
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