Tag: MCI

Singapore – The Singaporean Ministry of Communications and Information has teamed up with creative agency MullenLowe Singapore to create a Chinese New Year film that celebrates the unity and resilience of Singaporeans as they celebrate the occasion.

Made in collaboration with local director Royston Tan, the film titled ‘Extended Love’ by MullenLowe Singapore and MCI displays how Singaporeans value both their family and their community. 

The film features a young overseas-based Singaporean woman who returns home for Chinese New Year to persuade her grandmother to join her family abroad. However, she soon learns that her grandmother, who runs a ‘cai png’ (mixed rice) stall at a coffee shop, has started her own tradition of bringing neighbours together for a  cai png reunion dinner at the coffee shop every year, showing that she is not without family within the community.

Talking about the film, Tan said, “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

Meanwhile, Paul Soon, CEO of MullenLowe Singapore, commented, We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporean — resilience, unitedness, inclusiveness — remains the same.” 

“This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other,” he concluded. 

The film is now on the official Singaporean Government’s social media channels and can be viewed on Free-To-Air Television, Ch 8 and Ch U from February 2 to February 25, 2024.

Singapore – Dentsu Creative Singapore has partnered the Ministry of Communications and Information(MCI), to develop an integrated marketing communications campaign with a festival as the main highlight, from creative ideation, event activation, to delivering omni-channel experiences for Forward Singapore(FSG), a government-led collaborative effort that has engaged over 200,000 Singaporeans from all walks of life over the past 16 months to refresh Singapore’s social compact.

To promote the festival, MCI and Dentsu Creative Singapore launched a thought-provoking flagship television commercial titled “Our Next Generation”, to foster deeper understanding among Singaporeans about how present choices can significantly shape the future for the next generation. 

Additionally, in a first-of-its-kind collaboration with four homegrown directors, Dentsu Creative Singapore delivered short films that reimagined success, ageing and community as part of the nation’s renewed social compact. The four films are, Beautiful Dreamer by Boo Junfeng, In the Pipeline by K. Rajagopal, The Machine by Siyou Tan, and Masih (Always) by Roslee Yusof.

These film campaigns serve to promote the Forward SG Festival, a roving interactive roadshow that was launched by Deputy Prime Minister and Minister for Finance Lawrence Wong on October 27 at Gardens by the Bay, and will move to various locations across the island in November 2023 and January 2024.

The festival features a roving interactive roadshow with informative panels that outline the key recommendations from the FSG report, as well as interactive experiences such as a Holographic Pledge Booth, a Shared Future Booth, and River, a multilingual virtual identity developed by Dentsu Creative.

Talking about the films, Prema Techinamurthi, managing director at Dentsu Creative Singapore, said, “We are honoured to be part of this meaningful initiative in helping to materialise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign. We look forward to future collaborations with FSG in fostering unity and growth through progressive creative concepts and communication.”

Meanwhile, Stan Lim, chief creative officer at Dentsu Creative Singapore, commented, “Our collaboration with a strong cast of diverse filmmakers will help Singaporeans understand the tangible outcomes of our refreshed social compact, in a way that is relevant to our intersecting lives. We hope the films will inspire individuals to work together and build our shared future where everyone can find success on their own terms.”

Jakarta, Indonesia – Indonesia’s Ministry of Communications and Informatics (MCI) through the National Digital Literacy Movement (GNLD) Siberkreasi has collaborated with boy band group LALEILMANINO and girl group JKT48 to launch their newest digital literacy campaign, #BeraniBersuara (Dare to Speak Up). 

The campaign aims to educate young people in Indonesia, with easy-listening song lyrics, especially Generation Z (Gen Z) to be wiser in using social media, so as to create a positive, ethical, and safe digital creative space.

As part of this campaign, LALEILMANINO composed a song called “Berani Bersuara <3<3” to be performed by JKT48. The launch of this song will be followed by the “Duet Bareng JKT48” campaign which invites Gen Z to sing a duet with JKT48 and Laleilmanino on social media such as Instagram and TikTok. The lyrics of the song aim to build a sense of togetherness and connect with Gen Z.

“We believe music is a very great medium to remind us of the positive values we often forget. With an arrangement that is quite upbeat and cheerful, we hope listeners will understand the serious message we are trying to convey, if packaged in entertaining lyrics. The title with <3<3 emoticons is a wordplay of hati-hati, which can mean ‘double hearts’ or ‘to be careful’ in Bahasa. It sounds playful but the meaning is deep,” said Nino, Laleilmanino’s member.

Meanwhile, JKT48 expressed their hope that Gen Z can show character in the digital realm. “Young people and Gen Z are looking for entertainment and role models on social media. Through music and dance movements, we want to be able to touch people’s hearts, especially the younger generation in Indonesia,” said Sheni, JKT48’s personnel spokesperson.

“Seeing this condition, we hope that the #BeraniBersuara campaign will not only educate and inspire Indonesian Gen Z to create interesting content, but also help them understand the importance of playing social media wisely and ethically, as well as keeping away from hoaxes, fraud and cyberbullying,” said Digital Literacy Coordinator, Rizki Amelia at the Ministry of Communication and Informatics.

As a group of musicians who care about ethical digital literacy, LALEILMANINO said, “Although we are happy that everyone has become more courageous in expressing themselves, we can still find links or comments that are submitted unethically. We hope that this song can provide entertainment with lyrics that inspire Gen Zs to create only good communication in Indonesia.”