Tag: DDB Group Singapore

Singapore – Community Chest, the philanthropy arm of the National Council of Social Service (NCSS), is encouraging Singaporeans to dream of an inclusive future in its latest film activation with DDB Group Singapore. The campaign aims to promote Community Chest’s SGSHARE donation drive.

SGSHARE, formerly known as SHARE, has been relaunched as part of the SG60 celebrations. The giving programme supports persons with disabilities or mental health conditions, children with special needs, at-risk youth, and families and seniors needing assistance.

Through the nationwide campaign, Community Chest and DDB are calling on Singaporeans to donate regularly through a subscription. The sustained donations will allow social service agencies to provide for communities in need.

The film spotlights the beneficiaries of the service, showing how they can be empowered to achieve their dreams. It features the song ‘A Million Dreams’ from ‘The Greatest Showman’ film, performed by the Voices of Singapore Children’s Choir and Voices of Singapore Starlight Voices.

The campaign has been released on TV, out-of-home, transit, digital, and social media content.

Jeff Cheong, CEO of DDB Group Singapore, said, “If Singapore’s history has taught us anything, it is that dreams can come true when we work together. Singapore was built on the dreams of our forefathers who dared to dream big, impossible dreams. Look around you, and you will see the reality of our dreams today. As we celebrate SG60, our hope is for Singapore to be a caring and inclusive society, one that carries people forward and no one is left behind.”

“In a world where most people have multiple subscriptions for entertainment and other services, why not subscribe to giving back and uplifting those in need. With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream,” Cheong added.

“We are excited to collaborate with DDB and our social service partners for this meaningful campaign that the entire nation can be a part of. We hope that the film will inspire everyone to take action in this special SG60 year to support those in need – whether it’s through making a small donation or volunteering their time. Together, we can build a caring and inclusive Singapore, where everyone has the opportunity to realise their dreams, regardless of their starting points,” Pearlyn Tseng, director of communications at the NCSS, commented.

The entire proceeds of SGSHARE will be used to empower communities in need of assistance.

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

Singapore – Automotive manufacturer Audi, in partnership with advertising agency DDB Group Singapore, has launched a campaign for the debut of House of Progress in Singapore. House of Progress is the vehicle brand’s flagship showroom, set to welcome the public on February 15.

As part of the campaign, DDB Group Singapore unveiled a film featuring Cyr wheel artists performing inside the House of Progress. With the strategic use of Cyr wheels, the film highlights Audi’s imagery and logo.

The one-minute film provides a glimpse of spaces within the showroom, including the Quattro Golf Lounge, Audi x Burnt Ends Bakery, and Audi Performance Suite.

The film runs across social and digital channels, and will also be rolled out on the ground. It is also accompanied by a behind-the-scenes video and teasers.

The House of Progress, soon to be opened, is located at Cross Street Exchange.

Vinod Savio, CCO of DDB Group Singapore, commented, “Singapore welcomes a new icon with House of Progress. Our vision was to create something truly unforgettable to mark this new chapter for the brand. We’re inviting people not just to witness, but to truly feel the future of Audi in a way that’s never been experienced before.”

“At DDB, we’re bridging the gap between human experience and technological advancement, crafting a campaign that resonates on a personal level,” Neel Chhaya, managing partner at DDB Group Singapore, said.

Jamie Lee, general manager of marketing at Audi Singapore, said, “House of Progress is Audi Singapore’s tribute to Vorsprung durch Technik, and we truly appreciate how DDB’s creative concept captures and elevates our brand story for the future. People drive cars, but they are driven by so much more. This collaboration brings to life our vision of automotive retail and deepens the connection with our customers, who share our passion for innovation, sustainable progress, and a range of enriching experiences.”

Singapore – Breast Cancer Foundation (BCF) has launched a new campaign with DDB Group Singapore, encouraging women to undergo breast cancer screening.

The campaign titled ‘Voices for Ibu’ features a rendition of P. Ramlee’s ‘Ibu,’ using it as an anthem against breast cancer. Its lyrics have been reworked to highlight the importance of early detection and self-care among women.

The performance was unveiled during the 16th Pink Ribbon Walk in October to commemorate Breast Cancer Awareness Month. The tribute was performed by celebrities, survivors, caregivers, and community members.

As part of the initiative, BCF also launched a microsite that features the performance along with information on affordable screening through the Community Mammobus Program. Personal stories of people affected by cancer have also been incorporated in the campaign.

Alisandra Khairuddin, a breast cancer survivor who lost her mother the disease, said, “If you have people that love, care, and rely on you, do you want them to go through life not having you around?”

“Even though mammograms are scary at first, it’s even more scary to find out too late,” Hannah Alkaff, who also lost her mother to breast cancer, said.

Meanwhile, BCF also relaunched its digital hub, providing resources for breast cancer patients and caregivers.

Adeline Kow, general manager of BCF, said, “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”

Indonesia – Google Play has teamed up with DDB Group Singapore to launch its new ‘Protect Your Play’ campaign that urges Indonesian gamers to stay vigilant against hidden cyber threats in online gaming.

As Indonesia’s gaming market rapidly expands, Google Play’s campaign aims to alert Indonesian gamers about the risks of neglecting online security, including potential data leaks and scams by cybercriminals on unsecured gaming sites.

The campaign features one of Indonesia’s top action stars, Iko Uwais. Renowned for his roles in The Raid, Expendables, and Star Wars, Uwais is celebrated for his exceptional fighting skills.

Conceptualised by DDB Group Singapore, the campaign film features Uwais navigating the gaming worlds of popular platforms such as Mobile Legends Bang Bang, Freefire, and EA Sports FC. In a dramatic twist, Uwais confronts villains representing online security risks with high stakes as his personal assets and banking details are put at risk.

The campaign also showcases Google Play’s security features, including two-step verification and data encryption, which protect transactions and user data. This technology ensures gamers can safely top up without leaving the game.

In addition to the main campaign film, the initiative features 15-second game-specific ads, gaming influencer battles, and numerous promotions with discounts and game perks, all designed to build excitement and encourage online safety among users. 

Vinod Savio, CCO at DDB Group Singapore, said, “A campaign for gamers has to be engaging. Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”

Amanda Chan, product marketing manager at Google Play, added, “Marketing to a diverse yet deeply passionate audience like the gaming community is challenging. DDB Group Singapore did an excellent job of focussing on our audience’s shared love of game cinematics to create an educational campaign that works. It’s no mean feat, and the results speak for themselves.”

Singapore – Local electric utility company Senoko Energy has tapped DDB Singapore for an innovative and unique initiative – the first ‘National Singlet Month.’ Said initiative celebrates the little actions in daily life, like wearing singlets, that can create ripples of positive change in energy conservation.

The ‘National Singlet Month’ supports Senoko Energy’s ongoing mission to provide sustainable energy solutions that put Singapore’s Net Zero goals within reach.

The initiative showcases Singapore’s quintessential wardrobe staple to highlight seemingly small daily habits that reduce energy consumption and inspire Singaporeans to contribute to a greener future. 

Moreover, the month-long ‘Singlet Wearers’ activation marks the first phase of Senoko’s wider ‘Thank You’ campaign, which spotlights energy savers to support environmental sustainability. DDB kicked off the campaign on 16 July with a social media contest and short film amplified through influencer engagement.

A one-minute video was launched on YouTube, Facebook, and Instagram in collaboration with Mothership and social media influencers Xiao Ming (@sgagxiaoming) and Jayne (@jaynejetplane). Saluting energy savers nationwide, the film calls on all Singaporeans to embrace small actions that lead to big changes in energy conservation.

As part of the initiative, a month-long contest on Instagram and Facebook challenges Singaporeans was launched to encourage locals to submit photos of themselves dressed in a singlet while creatively conserving energy at home. The winner will receive a six-day ecotourism experience for two to the Great Barrier Reef in Cairns, Australia, for which Senoko will offset the carbon footprint. 200 Senoko Energy customers who pledge to support the campaign online will also receive a limited-edition Senoko Energy singlet twinset.

Vinod Savio, chief creative officer at DDB Group Singapore, said, “National Singlet Month is a testament to the power of small actions, like wearing a singlet, in contributing to energy conservation efforts. By dedicating a month to these energy conservation actions, we hope to inspire more people to do their part for a sustainable future.”

Meanwhile, Frederik Baerts, CEO of Senoko Energy, commented, “With the National Singlet Month campaign, we are not only encouraging Singaporeans to reduce their energy consumption. It is a wider movement to recognise the current ways in which Singaporeans are already conserving energy and to encourage them to continue championing such behaviours.”

In addition to ‘Singlet Wearers’, the campaign will spotlight other personas in later phases, such as the ‘Selfless Switcher’ who advocates for power-saving practices like switching off unused plugs, reducing air-con temperatures, turning off lights when not in use to reduce utility bills, and investing in energy-efficient devices. Phase two of the campaign, which will feature more energy-saving personas, is scheduled to launch in 2025.