Singapore – Singlife, a local financial services company, has announced its sponsorship of the locally-made film ‘Wonderland’. This production has received numerous international accolades, including the Audience Award at the 24th San Diego Asian Film Festival, the Local Jury Prize at the 35th Palm Springs International Film Festival, and Best Actor and Best Supporting Actor awards for stars Mark Lee and Peter Yu at the inaugural Ho Chi Minh City International Film Festival.
Through the sponsorship, Singlife aims to emphasise the message that aspirations are attainable with appropriate planning and patience, and that financial freedom is feasible. Singlife portrays itself as a trustworthy financial partner committed to assisting Singaporeans in achieving a better path to financial independence.
Themes from the film are in line with Singlife’s multi-year marketing strategy, which asserts that everyone has dreams, no matter how big or small. According to Singlife, everyone has their own idea of financial freedom, and it could change over time.
Wonderland, which is based in Singapore in the late 1980s, follows the tale of Loke, a single parent who wants to grant his daughter’s yearning to study abroad. Loke is portrayed by Mark Lee. When his daughter Eileen (Xenia Tan) goes overseas, the illiterate Loke finds it difficult to speak with her and turns to his neighbour Tan (Peter Yu), who is trying to atone for previous transgressions.
‘Wonderland’ is a moving tale that revolves around Singaporeans’ aspirations for a better life. The film emphasises themes of hope, sacrifice, and life’s unpredictability. Nestled in the centre of a neighbourhood, it evokes a bygone era of Singapore and narrates the value of friendship.
This sponsorship comes after Singlife announced in June that it will back Singapore-born national shuttlers Terry Hee and Jessica Tan, a mixed-doubles badminton duo hoping to break into the top ten in the world rankings. Singlife’s sponsorship of Wonderland reaffirms its commitment to promoting local talent.
Wonderland is not only a film. In addition to showcasing regional talent, the critically acclaimed play encourages a heightened awareness and respect for people. Its themes are universal, appealing to audiences worldwide as well as Singaporeans, even though the story is set in both Singapore and the United States and features primarily Hokkien dialect.
Speaking about the sponsorship, Debra Soon, Singlife’s group head of brand, communications, marketing and experience, said, “Through our sponsorship, we aim to bring this powerful story to a wider audience, shedding light on the challenges, including financial dilemmas, faced by the everyday Singaporean. It sends the message that everyone can have a dream and you do not have to go through the difficulties of achieving that dream alone. Wonderland is not just a film; it is a reminder of the enduring parental love and the importance of holding onto hope even in the face of adversity.”
