Singapore – National Arts Council, the government agency that specializes in the development of the literary, performing, and visual arts, has partnered anew with Singapore Tourism Board (STB), to launch a new campaign film, aimed at flaunting the vibrancy and color of the city’s walls while showcasing Singapore’s diverse precincts.
The film, which follows last year’s ‘Dance to a New Beat’ campaign, features more than 30 local dancers performing at various artistic locations across the city, where each is paired with a different style of dance to complement the theme of the location. Managed by local dance company O School, the styles stretch across hip hop, street jazz, contemporary, and various other street styles.
Titled ‘Be Drawn In’, which is created in collaboration with creative agency TBWA\Singapore, is part of the SingapoReimagine, a major campaign launched by the board to create conversations, stories, and engagement in shaping local tourism, and #SGCultureAnywhere, a campaign that aims to reach out to home-grown audiences and those around the world, while supporting our Singaporean artists and arts organizations.
Moreover, the campaign seeks to encourage the discovery of Singapore through the arts and heritage – this time showcasing the multiculturalism and diversity that the country has to offer.
Serene Lim, the director of performing arts at National Arts Council Singapore, shared that this is the second of a trilogy of dance films, and this piece celebrates the beauty of rhythm and movement in visual synchronicity through dance.
“Our partnership with the Singapore Tourism Board that resulted in this series will add to the diversity and vibrancy of our arts landscape, made possible by our artists,” said Lim.
Meanwhile, Georgina Koh, Singapore Tourism Board’s director of digital and content, said, “Through our long-standing collaboration with the National Arts Council, we hope to showcase more of our destination to global audiences, while inspiring greater interest and engagement in Singapore’s arts.”
Pete Callaghan, TBWA\Singapore’s creative director, noted this film ignites travel inspiration in a unique and energetic way, drawing people in by highlighting the breadth of art they have hidden around Singapore.
“It was equally important to provide a global stage for our local dancers to showcase the amazing talent, enthusiasm, and appreciation for the performing arts scene in Singapore,” said Callaghan.
