How do Singaporeans run their mornings? This microsite celebrates nation’s uniqueness via their AM routines

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Singapore – The nation of Singapore is about to celebrate its birthday – the country’s National Day – on 9 August and brands are already mounting their share of the tribute. 

In a very interesting and unique manner, TEAM LEWIS, the global marketing agency, jumps into the celebration and showcases what makes Singaporeans distinct and one-of-a-kind as they are through a microsite that honours their unique traits and behaviours.

Called ‘The Singapore Pattern’, the first instalment of the interactive microsite by the agency will be its ‘Good Morning Edition’, which features live polls that seek to uncover what the quintessential morning routine looks like for the average Singaporean.

“In a nation as diverse as Singapore, there are just as many things that set citizens apart that bring them together,” said the agency. 

In its entirety, ‘The Singapore Pattern’ will be a series of fun, interactive campaigns that celebrate the little and interesting vignettes of everyday moments that make them uniquely Singapore.

TEAM LEWIS, which dabbles in social media management, content marketing, and public relations, prides itself on weaving in local insights and nuances to create bold campaigns that appeal to a wider audience. 

Mark Tay, the agency’s head of content, said, “Creating great content is at the heart of many things we do at TEAM LEWIS, and we’ve always [been] keenly aware that the right insights are essential for us to do just that. We hope that this Singapore Pattern campaign can be a fun and creative way for us to pay tribute to some of the things that make us Singapore while also providing a peek into how many of us kickstart our workday.”

The microsite is now live ( The morning edition poll closes on 31 August, and results will be showcased on Team Lewis’ site thereafter. 

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