It was September 2020. Singapore had managed the COVID-19 pandemic relatively well. But as offices and businesses began reopening, there were growing instances of individuals behaving irresponsibly. Not wearing a mask. Gathering in large groups. Throwing parties at home. These incidents were cause for concern for our clients, the Ministry of Communication and Information, who wanted to remind everyone of the right actions to take in these precarious times.
But the last thing people needed was another broadcast condemning missteps or adding to the climate of anxiety.
Instead, we decided to positively reinforce everything people were doing right. The result? A lighthearted, musical tribute that shined a spotlight on responsible actions and celebrated those doing them as Singapore’s very own heroes.
Launching with two main films, the campaign offered some much needed joy and levity while conveying that caring for each other is how we’ll make it through together.
The first of our two launch films covered shopping, dining and commuting environments.
Our second film covered the workplace, outdoor exercise and the home.
As our films were meant to air on Singapore’s local, language-specific TV channels, we had to translate the entire song into the country’s three other official languages. These two clips are in Mandarin.
Here’s the Malay edition. Notice the rearranged instrumentation? We re-composed each track with instruments commonly used in popular music from that language.
Last but not least, the Tamil rendition.
30s Cut Downs
Each launch film was split into three, context-specific 30s cut-downs. We ran each on its own, targeting users based on location, time of day and its relevance to ongoing developments in the news.
Click to view - Shopping
Click to view - Dining
Click to view - Commuting
Click to view - Working
Click to view - Exercising
Click to view - Visiting
The entire campaign was supported with useful tactical messaging on the habits we wanted to reinforce, across a wide array of touchpoints.
O U T O F H O M E
