Singapore – LKY: THE EXPERIENCE is an immersive exhibition commemorating the late Lee Kuan Yew’s 100th birth anniversary. This captivating experience, created by Lucid Experiences in collaboration with TRCL and the Community Chest, was launched on October 6, 2023, along with the launch campaign ‘Uncover the person behind the name.’
This interactive journey includes more than 20 rooms, each of which reveals a different chapter in Lee Kuan Yew’s life, shedding light on lesser-known aspects of him as a child, a student, a husband, and a statesman.
The campaign’s creative direction is led by GOVT Singapore, which collaborates with PR agency AKA Asia, digital media agency JOLT Digital, and Kinetic Singapore for the visual design of the experience.
Similar to the experience, “Discover the man behind the name” draws attention to the well-known politician’s lesser-known sides by posting obscure facts about him on bus shelters all over Singapore as well as on digital and social media platforms.
These bits of trivia are unveiled at bus shelters near important locations in an effort to pique interest in Lee Kuan Yew’s character traits. For instance, information about his favourite foods is displayed close to restaurants, while details about his exercise regimen are displayed at bus stops close to the Istana, where he frequently runs. The immersive experience then encourages viewers to learn more about Lee Kuan Yew.
Speaking about the collaboration, Foong Min Mei, business director of GOVT Singapore, said, “When Lucid Experiences first approached us with the opportunity to collaborate, we were very inspired by the team’s ambition to recreate Lee Kuan Yew’s life story. One that has been told many times and across generations. But this time around, through one’s own lens of Lee Kuan Yew’s personal memories and life moments beyond his political career as a founding father and first prime minister of Singapore.”
He added, “It is a project very close to our hearts, as fellow Singaporeans coming together to tell the story in a way that we too hope will inspire and intrigue many others.”
Meanwhile, Tan Weiting, CEO of Lucid Experiences, said, “We’ve been hearing good things about GOVT for a while now, so when we started looking for a creative agency to help get the word out for our experience, we got in touch to see if it was possible to work together. Our early conversations gave us confidence that they were the right partners to help us share this important Singapore story.”
“While working together, we also found them to be equally passionate about the project and its details. We are excited that we were able to engage GOVT and can’t wait for everyone to see the campaign!” Weiting added.
