Singapore – Government agency Enterprise Singapore has launched its first integrated creative brand campaign. The campaign, made in collaboration with independent creative agency The Secret Little Agency (TSLA), tells the story of real enterprises through the lens of fairytales.
For its first integrated creative campaign, Enterprise Singapore collaborates with TSLA to debut the government agency’s evolved brand platform, ‘For Where You’re Growing.’ For the first time, it engages audiences outside of B2B circles, recognising how local enterprises impact individuals.
The new brand platform acknowledges the reality of growth: non-linear and often messy. It accepts challenges as part of the process, shaping a business’s trajectory.
Encapsulating the essence of ‘For Where You’re Growing,’ Enterprise Singapore’s two brand films highlight the growth stories of businesses. Inspired by true events, the films took on the format of classic fairytales.
‘Never Doubt a Duck’ takes its reference from ‘The Ugly Duckling,’ showing how a biotech company introduces a bold technology for early cancer detection. The second film, ‘The Mermaid’s Market,’ is inspired by ‘The Little Mermaid,’ telling the story of a wet market business shifting online.
Alongside the films, the campaign features out-of-home and digital placements that speak of growth.
“It’s not easy running let alone sustaining a modern business these days. Our campaign needed to cut through the enterprise marketing clutter, to lead with inspirational examples, told through universal stories that were both familiar, yet surprising,” Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said.
“At Enterprise Singapore, we champion homegrown enterprises of all sizes – from heartland business to global gamechangers – helping them strengthen capabilities, transform their business, and capture global opportunities. We recognise that growth today isn’t always about growing bigger or moving faster. It can be trying something new, bouncing back from a challenge, or simply taking the next step to move their business forward,” Alethea Nah, Enterprise Singapore’s executive director of corporate communications, commented.
“For Where You’re Growing reflects this evolving reality and reaffirms our commitment to support our enterprises not just at major milestones but through everyday decisions, pivots and possibilities that define business growth today,” Nah added.
