MCCY celebrates 50 years of the Singapore Spirit.
Celebrating the past, while looking towards the future.
For Singapore's jubilee year, or SG50, Singaporeans came out in droves in a show of pride and solidarity. It was after all a celebration of the 'Singapore spirit'.
The challenge was keeping it alive after the SG50 celebration ended. We created a fully integrated campaign for The Ministry of Culture, Community and Youth (MCCY) that rolled out in 2 phases–one that celebrated the spirit that has brought Singapore this far, and a second that celebrates that spirit that will take us forward.
A Symbol of the Singapore Spirit
To kick-off the campaign, we created a film about the one most Singaporean thing that embodies the Singapore Spirit and all the innovativeness it stands for.
Picturing the Future
We followed up the film with a Facebook Live event hosted by popular radio DJs, The Muttons. We called for people to send in ideas on what the neighbourhoods of the future would look like. The ideas were illustrated on to a giant canvas in real time by the Band of Doodlers.
The Future is Now
Finally, we wanted to spotlight Singaporeans who are already living the future and changing the country one idea at a time. We created one hero film and several social posts to tell these stories.
