BRANDS & PERSONALITIES
The Last Fools: The Eight Immortals of Lee Kuan Yew
The Brief
We’re used to dissecting client briefs, but this time, we ownself give ownself a project. Stuck at home and bored out of our wits during the pandemic, we conceived of the wild idea to write and publish our first-ever original trade book which would spotlight eight lesser-known civil servants who laid the foundations for modern Singapore, from aviation to healthcare.

The Work
“What would be the one thing that would immortalise this man in Singapore’s history?” was the question that guided us in our research and writing. Each of the eight chapters in our 222-page brainchild focused on one civil servant and the legacy they left, including Changi Airport, Singapore Airlines, NEWater, and more.
The Results
What started out as a passion project ended up as a No.1 bestseller in Singapore and clinched second runner-up in the Popular Readers’ Choice Awards 2022. Guess we weren’t fools after all for believing we had a story worth telling!