Kuala Lumpur, Malaysia – SIRIM QAS International–a testing, inspection and certification body–has teamed up with M&C Saatchi to release a short film, titled ‘Harmoni Sebuah Memori’. The film was created in honour of Malaysia’s 67th Hari Merdeka and celebrates how kindness unites us all.
In line with this year’s Malaysia Madani: Jiwa Merdeka theme, the film conveys the heartwarming story of how Cikgu Yam’s simple acts of kindness and generosity over the years are still remembered by those around her. The film was directed by Wayang Works, with Nadiah Hamzah as the director.
For someone living with dementia, Cikgu Yam is still capable of spreading warmth through her simple and kind gestures, while receiving the understanding of the people around her.
En Aminudin Abd Aziz, senior general manager at SIRIM QAS International, said, “This film is more than just a tribute, it is also a reflection of our group’s values, namely unity. As diverse as Malaysians are, our ability to relate and understand each other is what unites us as one. As we celebrate this year’s Merdeka theme, Malaysia Madani: Jiwa Merdeka, let’s find inspiration from the values shared through Cikgu Yam’s story and do our part in bringing positive changes within our immediate communities.”
Meanwhile, Marzuki Maani, executive creative director at M&C Saatchi Kuala Lumpur, commented, “The film visibly depicts all of Cikgu Yam’s good values that inspire Malaysia’s future generations, and also the importance of such values in the development of a progressive and inclusive tomorrow.”
Singapore – Home: for the literal sense it refers to the place we reside in and keep ourselves safe from the elements and gives privacy. But from a deeper–and perhaps more emotional–sense, home is a place of comfort, a place of you being able to be vulnerable, and a place where you build memories. In other words, home is a place of local identity and a place of pride.
As Singapore commemorates another year of independence, PropertyGuru, a homegrown property technology company, proudly unveils the ‘A Sense of Home’ campaign, a heartfelt tribute to our nation’s vibrant neighbourhoods and inspiring residents.
To better understand the campaign’s approach of evoking a deeper sense of pride in having a home, MARKETECH APAC spoke exclusively to Alex De Leon, group vice president of consumer marketing at PropertyGuru Group to better understand the campaign’s direction and why this initiative focuses more on the home being a fundamental concept for each and every one of us.
Using the sense of smell to evoke homely memories
One of the first aspects of the ‘A Sense of Home’ campaign was its ‘Scents of Singapore’, described as a heartfelt tribute to Singapore’s diverse communities, each with its own unique aroma. For this to happen, PropertyGuru visited various neighbourhoods, where residents shared the distinctive scents that define their areas. In partnership with Oo La Lab, these memories and emotions were translated into an evocative fragrance which includes:
Bedok–A blend of old money charms and kampung vibes, featuring notes of metal, cedarwood, and paper.
Jurong–Inspired by the district’s chocolate factories, with notes of cacao, woody, and vanilla.
Ang Mo Kio–Reflecting its industrial character, with strong aromas of anise, tobacco, and birch tar.
Sengkang–Known for its park connectors, captured in a refreshing orchard floral fragrance.
Woodlands–Evoking the aroma of bustling bazaars, with hints of fried chicken, pepper, thyme, and oregano.
Yishun–Bold and energetic, combining citrusy notes of orange and bergamot with playful hints of rosemary.
Singapore’s Monsoon Soil–A refreshing reminder of the garden city, featuring notes of ozone, rain, and fresh leaves.
For Alex, the ‘Scents of Singapore’ campaign is a heartfelt celebration of Singapore, honouring the diverse communities, unique scents, and inspiring individuals who make the neighbourhoods truly special.
“PropertyGuru has long been synonymous with homeownership, offering deep insights into consumer sentiments and preferences. Beyond physical walls, home is a place of belonging, shaped by shared experiences, cherished memories, and the unique character of its people,” he said.
Join our six contestants as they try and match our custom perfumes to the right neighbourhood! 📷📷 Special thanks to GuocoLand for sponsoring our venue for today, Lentor Mansion. Let us know what home smells like to you in the comments below and stay tuned for part two! 📷 ScentsOfSG @guocolandresidential
Alex added, “By weaving together the sensory experiences of scent and sight, we aim to evoke a deep sense of nostalgia and connection to our nation. From the distinctive aromas of our neighbourhoods to the familiar faces of our neighbours, this campaign invites Singaporeans to reflect on what truly makes a house a home.”
Moreover, Alex notes that this campaign also delves into the powerful link between scents and sense of home, recognising that scents have the power to evoke nostalgia, memories, and a sense of belonging.
“By inviting local residents to share their personal stories and the distinctive aromas that define their neighbourhoods, we sought to uncover the unique sensory connections that Singaporeans have with their homes,” he said.
Defining local communities with local heroes
Another facet of PropertyGuru’s campaign is its ‘Heartland Heroes’ initiative, which shines a spotlight on local individuals who have made significant contributions to their communities. These heroes were crowdsourced and nominated across several channels and sources; including PropertyGuru’s social media presence.
This August, we pay tribute to the local heroes who make our neighbourhood thrive. Meet Priscilla Ong from @projectlovelunch, our Yishun Heartland Hero who is making an indelible difference in the community. HeartlandHeroes Yishun PropertyGuru
Through an out-of-home (OOH) campaign across Singapore, PropertyGuru honours heroes like Alex, a Tampines barber with over 40 years of service, and Aunty Alice, possibly Singapore’s last female cobbler. By recognising these unsung champions, the brand aims to foster a deeper sense of local pride and connection.
The featured local heroes included:
Ganesh Kumar, a gardener and the visionary behind Woodlands Botanic Gardens, has cultivated a green oasis, enhancing its biodiversity and community spirit.
Bernard Ng, the owner of Ng Kim Lee Bakery at Beauty World, has been preserving the old-school charm of traditional Teochew pastries for the neighbourhood.
Ang Kum Siong, a batik tailor in Holland Village, has been preserving traditional textiles since the 1970s.
Skai, a Labradoodle, and its owner Adele bring joy to the Bukit Panjang community through Animal Assisted Intervention International.
Mohammad Zaki, affectionately known as Alex by his kakis, is a barber at Scissors Plus who has served loyal customers in Tampines for over 40 years, making him a familiar face in the neighbourhood.
Alicia Pulanco, a pet rescuer and feeder, dedicates her free time to rescuing and caring for Little India’s stray pets.
Priscilla Ong, founder of Project Love Lunch, has been selflessly giving to the Yishun neighborhoods through her initiative.
Aunty Alice, possibly Singapore’s only female cobbler, has been adding quaint charm to Tiong Bahru from her iconic hole-in-the-wall shop at Moh Guan Terrace for over 50 years.
From perseverance to blossoming success, meet our second Heartland Hero who embodies the spirit of community and resilience. This National Day 2024, join us in celebrating Ganesh, the gardener behind Woodlands Botanic Gardens. What began as a contested initiative has flourished into a vibrant green space thanks to his dedication and the efforts of 20 passionate volunteers. 🌿🌺
“By shining a light on these unsung heroes — the true cornerstones of our community — we want to honour their remarkable contributions and inspire residents to appreciate the spirit of their neighbourhoods. Through this, we hope to encourage everyone to play a part in strengthening their communities while nurturing a profound sense of local pride and belonging,” Alex also told MARKETECH APAC.
For them at PropertyGuru, Alex notes that they believe that a home is more than just a physical space – it’s a place of belonging, comfort, and cherished memories.
“Our campaign emphasises the shared values of community, belonging, and nostalgia, positioning us as a homegrown brand that truly understands and supports Singaporeans’ aspirations,” he said.
“Home is a fundamental concept that connects us all, and by celebrating the rich diversity, distinctive character, and heartfelt stories that make Singapore our beloved home, the campaign reinforces the idea that our homes and neighbourhoods are an integral part of our national identity,” he concluded.
Kuala Lumpur, Malaysia – In conjunction with the anniversary of Malaysia’s independence and unification, Ikano Centres has launched “Flavours of Unity,” a campaign that celebrates little acts of kindness and togetherness.
Created by independent creative agency The Clan, the centrepiece is a short film about a mixed-race family and an elderly ‘pak cik’ (Malay term for uncle) who are brought together by circumstance at an Ikano Centres food court.
Teh Sue May, head of copy at The Clan, said, “We truly believe that unity is found in everyday interactions. This Merdeka and Malaysia Day campaign aims to shift the focus to the genuine moments of connection that define our nation and its people.”
Meanwhile, Yow Kuan Wai, executive creative director at The Clan, commented, “We consciously avoided anything grandiose or epic. In fact, we set out to tell the smallest story possible, centred around the smallest of settings – the dining table – to convey a bigger theme of goodness begetting goodness. Like many Malaysians, I’ve personally experienced moments where I’ve had to share a table at a crowded eatery with total strangers. In most cases the interactions were minimal, but I also remember instances where my family and I ended up having a good chat with people we barely knew but suddenly liked.”
Lastly, Karina Kamaruzaman, marketing manager at Ikano Centres, commented, “Our campaign underscores that Ikano Centres are more than just shopping destinations. Our meeting places are also vibrant community hubs offering a diverse mix of shopping, dining, and family-friendly activities that bring people together and create shared experiences.”
Festive celebrations hosted by Ikano Centres for Merdeka and Malaysia Day are currently ongoing at all its shopping centres nationwide, namely IPC Shopping Centre, MyTOWN Shopping Centre, Toppen Shopping Centre, and Klippa Shopping Centre.
Singapore – The Ministry of Culture, Community and Youth (MCCY) has released two new official music videos for ‘Majulah Singapura’, the national anthem of Singapore. Broadcasted on free-to-air channels every morning, the previous version of the film was created in 2011. This marks its first change in over a decade.
The two new films, titled ‘Bersatu’ (Unite) and ‘Majulah’ (Onward), focus on different aspects of the nation’s story. While ‘Bersatu’ celebrates our racial and religious harmony as well as our intergenerational rapport, ‘Majulah’ highlights our national achievements, and the coming together of one people to build a future we all aspire towards.
The two films were a result of discussions and planning that began in late 2023. The goal: To resonate with as many Singaporeans as possible, and to chart a collective path towards a progressive future.
Led by GOVT, the films were jointly conceptualised with Freeflow Productions, and co-directed by Roslee Bin Yusof and Leroy Lim. The project represents the coming together of two homegrown independent creative companies for a single national cause.
Together, they share a common creative vision to build the films from scratch, and not rely entirely on archival footages. This allows the scenarios and stories portrayed in the work to be current, inclusive and authentic; a nod to the changing times of Singapore— and Singaporeans—today.
To that end, the films feature personalities never before seen in previous national anthem films, like a female firefighter as well as a blind dragon boater. It also includes new iconic landmarks such as Gardens by the Bay, Jewel Changi Airport and Sentosa Sensoryscape.
Lastly, the film is set to the re-recording of the National Anthem, performed and released by the Singapore Symphony Orchestra on 3 December 2019.
Aaron Koh, co-founder of GOVTand creative lead on both films, said, “Growing up as a kid singing the national anthem, this has to be by far the most sentimental piece of work I’ve done and I’m extremely proud I did it with a team that pulled in the same direction.”
He added, “The new renditions build upon the timeless melody composed by Zubir Said while bringing a fresh, contemporary perspective through everyday triumphs, resilience and hopes for generations to come.”
Meanwhile, Leroy Lim, co-director of the films, commented, “We wanted the two pieces of film to be a celebration of progress. But more importantly, of a sense of connection between our people, communities and nation. Just like the lyrics of the anthem: “Let us unite in a new spirit (Dengan semangat yang baru),” we hope that these films will be a rallying cry and inspiration for all Singaporeans, now and in the years to come.”
The time of the year has arrived once again for us to sing, sometimes with tears in our eyes, that this is home, truly, where I know I must be. Every National Day, we celebrate what it means to be Singaporean — but this is hardly a static concept as societal norms shift and models of life and work evolve.
The world has become more hyper-connected than ever and we’re inevitably influenced by different cultures and ideas. This has led to a new generation of Singaporeans having different hopes, dreams and aspirations. Meanwhile, the recent Forward Singapore exercise called for a refreshed “social compact”. This means what Singaporeans are expecting from the government, businesses, employers, and themselves are evolving like never before.
Our new Prime Minister Lawrence Wong is championing the message that the incoming 4G leadership is “prepared to relook everything” and “re-examine all [their] assumptions”. This includes what young people are looking for in life. Singaporeans are feeling more empowered to chart their own paths and see beyond traditional achievements of high grades and material success.
We see this perspective shift clearly in the recent brief we received from the Ministry of Digital Development and Information, with whom we produced an anthology of four films that showcase a desire to help Singaporeans better navigate the uncertainties in today’s world and attain their aspirations in providing multiple pathways to success.
During earlier and safer days, I remember my parents literally sitting behind me when I was making my post-secondary school choices to make sure that I was choosing a junior college (JC). The one path to success was clear: do well in school, ace the A-levels, get into university, choose a well-regarded career track like medicine, law or engineering, buy a house, settle down, and live happily ever after. When I was in school, many of my peers aspired for a FIRE lifestyle — financial independence, retire early.
Singaporeans are also settling everywhere around the world and embracing being a global citizen, with more Singaporeans heading to more unusual locations for study and work. But this also means that the Singaporean identity has to evolve, from one where being Singaporean means living in Toa Payoh and eating chicken rice, to one where we look to stay Singaporean by holding a common set of values such as meritocracy, opportunity and multiracial harmony, regardless of where we are in the world.
And what does all this mean for the marketing and advertising industry?
As an advertiser, we must keep our finger on the pulse of what makes Singaporeans tick. Our recent insights and work tell us that the ideas of happiness and success are ever evolving in our local landscape, and the younger generations are transforming previously established ideals and institutions.
For example, a study MullenLowe Singapore conducted among 1,280 Gen Zs showed that 60% of those surveyed are more likely to choose passion, learning opportunities and development, though many held the perception that all Gen Z desired was a good salary and quick progression. It was also surprising to find that Gen Z valued learning opportunities (ranked 2nd, 18.9%) over features like being their own boss (5th, 10.3%) or pursuing their passion (6th, 7.8%).
As advertisers and purveyors of culture, the work we produce helps to shape social narratives. There is an opportunity for us to help our young Singaporeans feel represented, validated, comforted and supported in their quest for greater purpose and meaning. We need to steer away from old scripts and rewrite new ones, so that we can not only resonate with Singaporeans but also help encourage them to lead their lives on their own terms.
We should also interrogate our own notions and stereotypes of status, equality and progress — and the people who represent these ideals. If we choose to portray people in stereotypical roles, such as the older Chinese hawker, or the Malay makcik taking care of her kids, we end up reinforcing these stereotypes. But by presenting people in situations they could aspire to be — like the ITE student working in aerospace, or an older worker upskilling — we show Singaporeans a multitude of different futures. We dare them to dream bigger and aim higher, and in doing so we help to influence the Singapore of tomorrow.
At the end of the day, advertising is about daring to dream differently — so we’re absolutely here for these recent evolutions in the Singaporean psyche, and we look forward to a more vibrant, fun and inclusive culture.
This thought leadership is written by Kevin Koh, Senior Growth Manager at MullenLowe Singapore
Singapore – This year, as Singapore’s National Day and the Olympic Games coincide, Singtel has launched its annual National Day film, celebrating and supporting Team Singapore athletes who are set to compete in the prestigious sporting event in Paris.
Titled “Shining Bright From Singapore to Paris,” the 90-second film celebrates the Olympic journey of some of Singapore’s most promising athletes. It also highlights the three key ingredients they consider essential for success: speed, resilience, and tenacity.
Kitefoiler Maximilian Maeder shares his ambition to showcase Singapore’s speed and power as he makes his first Olympic appearance this year. Fencer Kiria Tikanah Abdul Rahman, who made history as the first female Singaporean to compete in the epee event, speaks about rising to the challenge to make her country proud. Shuttler Loh Kean Yew, who has earned a world championship title and three BWF World Tour wins, expresses his readiness to demonstrate their tenacity and strength on the world stage.
In the film, athletes prepare for the Paris Olympics with their coaches and teammates, training against the backdrop of iconic Singapore locations such as Marina Bay, Gardens by the Bay, and Henderson Waves at Telok Blangah Hill Park.
The film is the latest addition to Singtel’s series of branded films embodying its group purpose, ‘Empower Every Generation’. This guiding principle directs every aspect of the business, enabling the power of technology to inspire and uplift communities.
Commenting on the campaign, Lian Pek, vice president of group strategic communications and brand at Singtel, said, “We understand these values all too well, which is why these athletes’ stories of endeavour speak to us at Singtel. As the leading provider of advanced connectivity, digital services, and digital infrastructure, speed and the resiliency of our networks, platforms, and services are crucial to our success and ambitions to serve our stakeholders, be they our customers or communities. Our athletes also remind us that we need tenacity and a little fire in the belly to go that extra mile. I’m sure Singapore’s Olympics story will resonate with anyone who’s ever dreamed of reaching beyond themselves.”
Singtel has also been an official partner of SNOC since 2012 and was one of the earliest corporate sponsors of Team Singapore athletes. In 2023, the group renewed its sponsorship for the third time, pledging S$1.7 million over the next five years—its largest sports sponsorship to date. This funding is expected to support training grants for athletes and offset fees and expenses at major competitions.
Yuen Kuan Moon, Singtel Group CEO, shared, “As a long-time sponsor of the Singapore National Olympic Council (SNOC), we’ve been privileged to extend our unstinting support to Team Singapore as they’ve strived to represent the country in the world’s major games, putting Singapore on the global stage time and again. The road to the Olympics requires hard work, focus, and the determination to succeed, and these values resonate deeply with us at Singtel. We are proud to feature three of Singapore’s best athletes—Kean Yew, Maximilian, and Kiria—and we hope this will inspire a new generation of youth who dare to chase their dreams and have the work ethic to realise their full potential.”
Singtel’s National Day film will premiere on Singtel TV and across its digital platforms. Individual videos featuring the athletes and highlighting the three essential values for success will be released in conjunction with their respective event dates, aiming to drum up community support.
Singapore – The Ministry of Digital Development and Information (MDDI) of Singapore has commissioned MullenLowe for its new online series as part of the ‘Together, for Better’ campaign, in support of the Forward Singapore exercise. Said series will feature four films that showcase stories of tenacity and resilience of everyday Singaporeans as they work towards achieving their aspirations and improving their circumstances.
For this series, MullenLowe SG has teamed up with four local directors – Royston Tan, Kirsten Tan, K Rajagopal and Tariq Mansor. The films are titled ‘Take Flight’, ‘A or B’, ‘Mission: Possible’, and ‘Comeback Queens’.
The films spotlight how key policies introduced in the Forward Singapore report, launched in October last year, and through subsequent announcements by Ministries and agencies, will help Singaporeans better navigate the uncertainties in today’s world and attain their aspirations in providing multiple pathways to success, improving social mobility, staying relevant in the workplace, and embracing retirement with a peace of mind.
Aaron Lye, director of campaigns and productions department at MDDI said, “Through these four films, we want to help Singaporeans feel more empowered to chart their own paths, by better understanding how the roadmap for our new social compact, as set out in the Forward Singapore report, will support them at different stages of life and allow them to better pursue their aspirations.”
Meanwhile, MullenLowe Singapore CEO Paul Soon, commented, “We’re pleased to work with MDDI to showcase that Forward Singapore is not just a slogan, but a platform of concrete solutions that can support Singaporeans to be the best version of themselves. We approached the development of the films with the strategic thought that all Singaporeans impact and encounter each other in daily life, regardless of age, education level, race, or other markers.”
He added, “That’s why we’ve used a creative device where we see the main characters of one film showing up as cameos in other films, creating a little cinematic universe. We hope audience members can enjoy spotting familiar characters across the films which together represent collective progress and resilience.”
Royston Tan, executive director of the campaign and director of one of the four films, A or B?, said, “The four films are directed by directors with different and distinctive styles which we hope will be able to provide varied perspectives and viewing experiences for the audience. I hope that Singaporeans can see themselves when they watch the films and find inspiration and encouragement as we move forward.”
K. Rajagopal, director of Mission: Possible, said, “Mission: Possible explores the very real anxieties of the Singaporean working population about a rapidly changing skills landscape and challenges in keeping up. The light-hearted comedy and relatability enable the film to reassure Singaporeans that they are not alone, and that they have options to improve themselves.”
Singapore – Local beverage company Yeo Hiap Seng has launched a special campaign ahead of National Day, highlighting its way of celebrating new pioneers who are paving the way for younger generations of Singaporeans, as they pursue their dreams and achieve success on their own terms.
To celebrate Singapore’s 59th year, Yeo’s is featuring the inspirational stories of athlete Maximilian Maeder, entrepreneur Yumi Pong, chef Ahmad Zahid and urban farmer Rebecca Neo – who are making an impact in unconventional pursuits, choosing paths less travelled than the generation before them.
Produced by advertising agency Forsman and Bodenfors, the video feature takes viewers through the journeys of changemakers who exemplify the voices of a new generation defying traditional notions of success. For the agency, their stories share a common message – that it doesn’t matter if no one understands you, or if you don’t have established role models before you. In chasing their own unconventional dreams, they are an example of how everyone can dream differently.
“This shift in the next generation’s mindset towards self-actualisation and pursuing their own dreams, aspirations and purpose was acknowledged by newly appointed Prime Minister Lawrence Wong as a way young Singaporeans are embracing a wider definition of success,” Yeo’s said in a press statement.
At only 17, Maximilian Maeder’s story is one of resilience and dedication, having committed to a career in the growing sport of kitefoiling which remains relatively unknown in Singapore. Currently ranked first in the world rankings, the teenager has won two world titles and is representing Singapore at the upcoming Paris Olympics 2024.
Meanwhile, Max’s incredible path to success serves as a source of inspiration for young people and young athletes across Singapore and beyond. Yeo’s has been a sponsor of Max since 2022, and is proud to have witnessed his rise from a talented amateur kitefoiler to where he is now, on the path to clinching an Olympic medal as the sport makes its Olympic debut in Marseille in July-August 2024.
Another featured story is of entrepreneur Yumi Pong, who has pursued a lifelong dream that led to her unique profession as a pole and aerial dancer, as well as owner of her dance studio. Yumi blends entrepreneurship with compassionate leadership, channelling her journey of overcoming adversity through pole dancing into a mission of support and inspiration for others. Yumi’s ethos transcends business success; she cultivates a vibrant community where all individuals, regardless of background, can thrive in a safe space.
Meanwhile, Ahmad Zahid, the culinary mastermind behind Global Mat Soul Kitchen, commands admiration for his creation of Singapore’s most sought-after biryani. Zahid’s blend of word of-mouth marketing and strategic Instagram prowess have amassed a dedicated following of food enthusiasts eager to savour his legendary recipes. He has a unique sales approach when it comes to Instagram sales: Zahid dictates when he will “drop” his lovingly-cooked biryani of the day, and he encourages self-pickup at his void deck. Behind his love for a good biryani sits Zahid’s genuine desire to unite Singapore’s community through food.
Lastly, Rebecca Neo’s passion for sustainable agriculture and wholesome dietary practices sees her teaching and demonstrating the farm-to-table journey to students at the Edible Garden City. She endeavours to not only cultivate a deeper reverence for the origins and nature of food, but also wants to pave the way for a more resilient and eco-conscious community, empowering individuals to make informed decisions about their sustenance and lifestyle.
Ang Chong Lee, chief marketing officer at Yeo’s said, “Yeo’s is inspired by the stories of these young pioneers who are redefining what it means to be successful in today’s world. Our own story of success is one of progress and evolution, and the message these new pioneers bring of refreshing their dreams embodies Yeo’s spirit of resilience to ‘Refresh what Matters’.”
He added, “Through our 120-year journey, we’ve learned many of the same lessons – that success is about the courage to pursue one’s goals and make a meaningful impact with passion and dedication, no matter how unconventional the path ahead might look.”
Kuala Lumpur, Malaysia – Local telecommunications company CelcomDigi has teamed up with Naga DDB Tribal and M&C Saatchi to launch a locally-crowdsourced AI film, a first in the market. This was launched ahead of the upcoming National Day celebration in Malaysia.
‘Projek My Malaysia’ harnessed the power of generative AI to inspire Malaysians to come together and share their vision of our country.
To conceptualise the film, the public was given footage of an everyday Malaysian wandering the streets. They were then invited to transform scenes from it, using generative AI tools to express their vision. Their visions were turned into prompts, which became unique AI-generated video clips that reflected the Malaysia they see in their hearts.
Throughout the campaign, hundreds of submissions were generated then put together to form a cohesive story that united the collective sentiments of the general populace.
Alvin Teoh, chief creative officer at Naga DDB Tribal, This project started with one question all Malaysians can resonate with – what kind of Malaysia would we like our kids to grow up in? It’s a universal desire that closes the gaps across the divide because deep down, we all want the same thing for our kids: a safer, happier, kinder, greener, fairer, stronger country for every child to live and thrive in.”
He added, “So all we did was hand over our pre-shot film to the rakyat and allowed them to alter the scenes according to their vision expressed via prompts and now, we have a co-created festive piece that hopefully reflects our collective desire to see this Malaysia take shape through all of us coming together. Because the truth is – the country we desire in our hearts is actually in all of our hands.”
Meanwhile, Marzuki Maani, executive creative director at M&C Saatchi, commented, “Making ‘Projek My Malaysia’ happen was in itself a stronger together experience. It took several teams to come together and play our parts to achieve the project’s ambition. I think what we created was a beautiful representation of what we could achieve when we work together towards a common goal.”
Lastly, Maurice Noone, film director at Directors Think Tank, said, “We wanted to capture the sentiments of Malaysians and present it in a fresh way. Artificial Intelligence is all the rage right now, but technology is just a tool. We felt we could do something meaningful and not just cosmetic. We felt there was a way to use it as a tool to express our collective vision of our country. Projek My Malaysia took the raw imagination of the public and made it real.”
He added, “It was scary working on the project because we didn’t actually know what fellow Malaysians would generate. Would it work? But, in the end we had wonderful scenes that were transformed that we never expected. Good to know Malaysians care about our future and can imagine possibilities that I’d never thought of. There is hope.”
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 (www.singaporepattern.com). The morning edition poll closes on 31 August, and results will be showcased on Team Lewis’ site thereafter.
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