Singapore – Dentsu Creative Singapore has partnered the Ministry of Communications and Information(MCI), to develop an integrated marketing communications campaign with a festival as the main highlight, from creative ideation, event activation, to delivering omni-channel experiences for Forward Singapore(FSG), a government-led collaborative effort that has engaged over 200,000 Singaporeans from all walks of life over the past 16 months to refresh Singapore’s social compact.
To promote the festival, MCI and Dentsu Creative Singapore launched a thought-provoking flagship television commercial titled “Our Next Generation”, to foster deeper understanding among Singaporeans about how present choices can significantly shape the future for the next generation.
Additionally, in a first-of-its-kind collaboration with four homegrown directors, Dentsu Creative Singapore delivered short films that reimagined success, ageing and community as part of the nation’s renewed social compact. The four films are, Beautiful Dreamer by Boo Junfeng, In the Pipeline by K. Rajagopal, The Machine by Siyou Tan, and Masih (Always) by Roslee Yusof.
These film campaigns serve to promote the Forward SG Festival, a roving interactive roadshow that was launched by Deputy Prime Minister and Minister for Finance Lawrence Wong on October 27 at Gardens by the Bay, and will move to various locations across the island in November 2023 and January 2024.
The festival features a roving interactive roadshow with informative panels that outline the key recommendations from the FSG report, as well as interactive experiences such as a Holographic Pledge Booth, a Shared Future Booth, and River, a multilingual virtual identity developed by Dentsu Creative.
Talking about the films, Prema Techinamurthi, managing director at Dentsu Creative Singapore, said, “We are honoured to be part of this meaningful initiative in helping to materialise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign. We look forward to future collaborations with FSG in fostering unity and growth through progressive creative concepts and communication.”
Meanwhile, Stan Lim, chief creative officer at Dentsu Creative Singapore, commented, “Our collaboration with a strong cast of diverse filmmakers will help Singaporeans understand the tangible outcomes of our refreshed social compact, in a way that is relevant to our intersecting lives. We hope the films will inspire individuals to work together and build our shared future where everyone can find success on their own terms.”
