Google Sweet Tooth
One in three adults in the US have pre-diabetes, and more than 80% don't even know they have it. So, Google created Sweet Tooth, an app that helps prevent pre-diabetes without the need for a blood glucose test. It visualizes the amount of sugar in groceries instead of relying on reading nutrition labels, helping people make healthier choices.
Credits: Kailin Zhang, Krishna Betai
Role: Copywriter
Awards:
Silver, MUSE Creative Awards Student 2024
Finalist, Golden Award of Montreux 2024 Talent
Gold, Graphis New Talent 2024
Bronze, Creative Conscience 2023
Heineken +2°
With the amount of energy consumed in a single night-out, good times aren't that good for the environment. But, increasing the temperature of beer fridges saves a lot of energy, while the taste of beer stays the same. To the planet, +2° warmer is a cooler beer.
Drink responsibly.
Credits: Andrea Avila, Lilly Vuchkova, Marly Silva, May Ruzicka, Valeria Herbas, Daniel Torres, Krishna Betai, Philip Acierno
Role: Copywriter
Awards:
2x Shortlist, Clio 2024 Student
Airbnb Eat & Greet
Food is a big reason why people travel, and studies show that sharing a meal alleviates loneliness, a common feeling among Gen Z. So why not enjoy the local cuisine with locals themselves?
Airbnb's new feature leverages Gen Z's hyper-connectedness to foster real human connections through shared meal experiences.
Credits: Grace Zhou, Krishna Betai
Role: Copywriter
Awards:
Bronze, ADCC Student Awards 2024
Silver, Summit Creative Awards Student 2024
Community Music Schools of Toronto $19.89
During Taylor Swift's Canadian segment of the Eras Tour, Community Music Schools of Toronto sought friends of music education, encouraging fans to embrace their selfless era and donate $19.89 (in a nod to Taylor Swift's album, 1989).
CMST provides barrier-free access to music education to the children and youth from low-income families across the city, and has a special connection to Taylor Swift—in a 2019 song titled, "It's Nice To Have A Friend," which featured music that was made by its students.
Agency: LG2 Toronto
Credits: Josh Stein, Ryan Crouchman, Rana Chatterjee, Jeff Cheung, Darby Clarke, Scott Hildebrant, Mnrupe Virk, Verity Badov, Krishna Betai, Natasha Miller, Meriem Khabthani, Murilo Maciel, Tracy Haapamaki, Briar Koski
Role: Copywriter
Duolingo Boot Heist
Sneakerheads will do anything to get their hands on the latest shoe drop; so, Duolingo partnered with MSCHF to tap into the sneaker fandom through a shoe heist, encouraging them to learn a new language.
Credits: Diana Medi, Natasha Miller, Krishna Betai
Role: Copywriter
Awards:
Shortlist (Round 2), Young Ones One Show 2024
New York Times What's in a Name?
The New York Times re-sensitizes American citizens on either side of the gun control debate through minimal branding and a list of names updated daily across different media, leading them to a website about gun violence victims with the same name and petitioning for stricter gun laws.
Reality hits hard when a number becomes a name.
Credits: Krishna Betai
Role: Copywriter & Art Director
Awards:
Winner, Applied Arts Student Awards 2024
Gold, Golden Award of Montreux 2024 Talent
Fit4Less Get Fit for Less
This campaign promotes Fit4Less, Canada's most budget-friendly gym, using only words across print, online, and contextual OOH media, encouraging people to get fit for less at this no-nonsense fitness spot.
Credits: Krishna Betai
Role: Copywriter & Art Director
Awards:
Finalist, Golden Award of Montreux 2024 Talent
