Created by The Secret Little Agency (TSLA), the campaign aims to shift long-held perceptions that standards are primarily about audits and regulations, instead highlighting their role in helping businesses build credibility, drive innovation and expand into new markets.

The campaign accompanies the launch of Enterprise Singapore’s S&C 2035 Roadmap, unveiled by Deputy Prime Minister and Minister for Trade and Industry Gan Kim Yong during the S&C Gala Dinner in June, which also marked 60 years of standards and 40 years of accreditation in Singapore.

Built around the platform “Growth Comes to Those Who Have Standards,” the campaign positions standards as a competitive advantage for businesses seeking long-term growth.

Its hero film deliberately challenges expectations by opening with the message, “Don’t adopt standards. Unless you’re ready,” encouraging businesses to reflect on whether they are prepared to leverage standards as a catalyst for growth rather than viewing them solely as a compliance exercise.

The integrated campaign also features a series of key visuals highlighting how standards can support business credibility, unlock innovation and facilitate international expansion. 

It showcases Singapore companies including HOPE Technik and Jurong Cold Store as examples of businesses that have used standards to strengthen competitiveness and scale their operations.

According to Enterprise Singapore, the campaign addresses a deeper perception issue rather than a lack of awareness, seeking to reposition standards as a business tool that enables growth opportunities in an increasingly competitive global environment.

The campaign will run across film, digital and out-of-home channels throughout Singapore.

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Created by The Secret Little Agency, the “Bring On The Day” campaign aims to move the conversation away from sleep tracking, optimisation trends and wellness fads by positioning sleep as an enabler of better daily experiences rather than the end goal.

At the heart of the campaign are three brand films and three key visuals: ‘Playtime’, ‘Workout’, and ‘Getaway,’ with each centred on different ways people embrace the day ahead, from pursuing new experiences and prioritising self-care to spending time with loved ones.

The Secret Little Agency shared that the campaign was designed to challenge long-standing creative conventions within the mattress category.

“Most mattress advertising today feels trapped in the same mold and we wanted to challenge that entirely. Bring On The Day shifts the conversation away from sleeping as the end goal, and toward the kind of life where great sleep enables people to live better,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency. 

Simmons said the campaign reflects changing consumer attitudes towards sleep and wellbeing.

“Whether it’s showing up for family, pursuing ambitions, prioritising wellness, or simply feeling more like themselves again, Simmons exists to help people wake up ready for whatever the day brings,” said Samantha Vong, Managing Director at Simmons SEA Pte Ltd. 

The campaign will run across out-of-home, digital, social media, television and print channels across Singapore, Malaysia, Thailand, the Philippines, Indonesia, Brunei, Myanmar and Cambodia. 

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Today, IKEA Singapore, in collaboration with The Secret Little Agency, has put the tool in the spotlight—literally.

Meet ALLËNKI, a reimagined allen key that doubles as jewellery. Raw, functional, and unapologetically practical, the ALLËNKI hangs from a chain like a charm while remaining fully capable of tightening screws.

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“This is not a replica or novelty item,” said IKEA Singapore. “It’s a real allen key, crafted to modern aesthetics, ready to assist with furniture assembly or serve as an everyday accessory.”

The design combines industrial-inspired streetwear style with classic IKEA functionality, ensuring the tool is never tucked away or tossed aside again. 

Whether ALLËNKI will appear in stores remains uncertain—but one thing is clear: it turns an unassuming household helper into a conversation starter.

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The mattress brand said the Singapore-based remit will cover integrated campaigns across Southeast Asia, with plans to expand into Thailand, Malaysia, Indonesia, and the Philippines.

The renewed partnership marks the second time the agency has been appointed by Simmons, following its earlier work on the brand’s Asia creative platform “The Definition of Sleep” launched in 2011.

“We see this as the continuation of a successful partnership. One that we forged over a decade ago. It’s amazing how our brands have grown, and a privilege to be able to leverage our knowledge both old and new to unlock more success for Simmons across Southeast Asia,” said Eunice Tan, group CEO at The Secret Little Agency.

“TSLA demonstrated a deep understanding of our brand and wowed us with a creative response that we’re excited to bring to our markets as we continue to grow the Simmons brand across our key priority markets in Southeast Asia,” said Celine Kuo, SSEA head of brand marketing & development at Simmons.

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For its first integrated creative campaign, Enterprise Singapore collaborates with TSLA to debut the government agency’s evolved brand platform, ‘For Where You’re Growing.’ For the first time, it engages audiences outside of B2B circles, recognising how local enterprises impact individuals.

The new brand platform acknowledges the reality of growth: non-linear and often messy. It accepts challenges as part of the process, shaping a business’s trajectory.

Encapsulating the essence of ‘For Where You’re Growing,’ Enterprise Singapore’s two brand films highlight the growth stories of businesses. Inspired by true events, the films took on the format of classic fairytales.

‘Never Doubt a Duck’ takes its reference from ‘The Ugly Duckling,’ showing how a biotech company introduces a bold technology for early cancer detection. The second film, ‘The Mermaid’s Market,’ is inspired by ‘The Little Mermaid,’ telling the story of a wet market business shifting online.

Alongside the films, the campaign features out-of-home and digital placements that speak of growth.

“It’s not easy running let alone sustaining a modern business these days. Our campaign needed to cut through the enterprise marketing clutter, to lead with inspirational examples, told through universal stories that were both familiar, yet surprising,” Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said.

“At Enterprise Singapore, we champion homegrown enterprises of all sizes – from heartland business to global gamechangers – helping them strengthen capabilities, transform their business, and capture global opportunities. We recognise that growth today isn’t always about growing bigger or moving faster. It can be trying something new, bouncing back from a challenge, or simply taking the next step to move their business forward,” Alethea Nah, Enterprise Singapore’s executive director of corporate communications, commented.

“For Where You’re Growing reflects this evolving reality and reaffirms our commitment to support our enterprises not just at major milestones but through everyday decisions, pivots and possibilities that define business growth today,” Nah added.

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The touring ‘Joy Dispenser’ makes its first landing in Singapore at Mandai Wildlife Reserve’s Rainforest Wild ASIA. Through scent, the activation promotes self-discovery and travel. The scent rewards capture moments within Rainforest Wild ASIA, including ‘Mousedeer Farts’ and ‘A Sun Bear’s Mid-Afternoon Splash.’

Specifically for the Rainforest Wild ASIA activation, Klook has released a limited-edition collection of five incense stick scents, each representing a memorable encounter at the park. Visitors who say the affirmation “I embrace my wild side” at the ‘Joy Dispenser’ have a chance to win a Klook x Rainforest Wild ASIA incense stick kit.

The activation is part of Klook’s global ‘The Best You’ campaign with TSLA, presenting travel as a way towards personal growth. It previously featured a content series with Marie Kondo, an inspiring brand film, and an online personality quiz that invites users to explore their ideal selves based on travel preferences.

The Klook ‘Joy Dispenser’ will remain at Rainforest Wild ASIA until July 31, 2025, located at The Oculus at The Cavern. Up to 100 visitors per day will receive a limited-edition Klook x Rainforest Wild ASIA incense stick kit, while other participants will receive promotional codes for select food and beverage establishments within Rainforest Wild ASIA.

Marcus Yong, vice president, global marketing at Klook, said, “Bringing the Joy Dispenser to life took bold thinking, a little faith, and the courage to push creative boundaries. We wanted to capture that whimsical feeling of unexpected delight, and Mandai Wildlife Reserve was the perfect partner to make that magic happen. They’ve extended the impact of our global brand campaign, bringing The Best You offline in a fresh, innovative way. Together, we’re sparking curiosity and helping people discover new sides of themselves through travel and experiences.”

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, commented, “With The Best You, we set out to show how travel can be a quiet yet powerful catalyst for transformation, helping people rediscover who they are and who they could become. With the Joy Dispenser, we wanted to take that idea further. Travel is a deeply multisensory experience, and scent, more than any other sense, is closely tied to memory and emotion. We created the Joy Dispenser to turn those fleeting moments of joy into something lasting. Through scent, it invites travellers to take home a piece of their journey, relive their favourite moments, spark new explorations, and carry a reminder of their best selves wherever they go.”

Following its run in Singapore, the ‘Joy Dispenser’ is scheduled to move to Hong Kong, where it will feature new incense stick scents inspired by local travel experiences.

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Since its establishment in 2009, The Secret Little Agency (TSLA) has become known for its creative solutions, creating ripples from its base in Singapore throughout Southeast Asia and beyond. It has worked with major brands, creating work that resonates with audiences.

In MARKETECH APAC’s latest Agency Leadership Decoded, Eunice Tan, group CEO at TSLA, shares how she leads with an approach that blends creativity and innovation, turning it into a culture. In the exclusive interview, Eunice details her philosophies that have helped define TSLA’s evolution as a creative agency.

Culture of innovation

At the heart of Eunice’s leadership is the belief that innovation is more than a function, but a condition fostered by the right environment.

“Innovation isn’t a department—it’s a culture. My core philosophy has always been to protect space and create safe spaces for creativity: space for strange ideas, untested instincts, wild experiments, and inconvenient truths. I believe in cultivating emotional intelligence alongside creative intelligence, because that’s where real innovation lives—not in performance mode, but in environments where people feel safe enough to be brave,” Eunice said.

This safe space at TSLA is not about comfort but about courage. Eunice shares how teams at TSLA are constantly challenged to ask, “What does the world need now?” and to answer it with imagination. 

TSLA’s culture of innovation breeds an important element for the agency: creativity. Its creative identity is inseparable from its cultural DNA. Under Eunice’s leadership, the agency has prioritised building a plural, human-centred creative culture.

“We’ve always believed that the secret to creativity is actually no secret at all—it’s culture. Our strategy has been to double down on creating the kind of culture we wish existed in the industry: creatively plural, emotionally generous, and intellectually sharp,” Eunice said.

Creative strategy at work

With TSLA’s creative vision, it has been translated into tangible platforms like JUNK, which explores cultural futures; Anak, which crafts brand storytelling; and PPURPOSE, which creates meaningful experiences.

“Our competitive advantage is our ability to move fluidly between disciplines – and remain deeply human throughout. We invest in talent who see no border between ideas,” Eunice said.

However, TSLA’s commitment to creative integrity does not come without difficult choices. As the industry grew safer and more transactional, Eunice and her team chose the harder path with courage.

“We challenged our leadership to be bolder, not smaller. That meant saying no to briefs that didn’t align with our values, yes to building new capabilities in-house, and a decisive pivot toward work that is ‘built-to-earn’—that not only drives culture but adds diversity to visual culture. It wasn’t easy—we had to rebuild muscle in new places—but it reminded us that we’re at our best when we’re fearless,” Eunice shared.

“Today, that decision has paid off: our teams are producing some of their most ambitious work, across both client and owned platforms,” she added.

Measuring success in people

While TSLA has brought home notable accolades, Eunice is quick to point out that the most meaningful milestones often go unawarded. While the agency has achieved milestones like branding Singapore, launching REAL, and JUNK, she highlighted ‘quieter’ achievements.

“The ones that matter most to me are the quieter ones: watching interns become leaders, watching formerly invisible talent find voice and power, seeing young creative talent find their voice. These moments remind the industry that creative excellence isn’t just output – it’s who gets to speak, what stories we value, and how we choose to build. Our impact is cultural, not just commercial,” Eunice said.

To future leaders, Eunice offers a guiding principle, stemming from her experiences at TSLA.

“Be brave enough to be different—and kind enough to bring others with you. The world doesn’t need more polished decks or award-chasing sameness. It needs creative leadership that’s generous, curious, and obsessed with relevance. Don’t chase category best practice. Build your own version of excellence, and protect it with everything you have.”

Eunice’s leadership ensures the agency is not reacting to culture but actively listening to it and shaping it.

“Get very, very good at listening—to culture, to people, to what’s unsaid. That’s where the real work begins,” Eunice said.

At a time when much of the industry leans toward the play-safe sameness, Eunice builds her vision and creative practice on conviction, cultural depth, and bold leadership. At The Secret Little Agency, the essence of creativity and innovation is not only found in outputs, but also in its people and culture.

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In her new role, Ng will work with TSLA’s creative and strategy teams and develop its PR capabilities to enhance the agency’s communications services.

Ng brings over a decade of experience in public relations, with expertise in brand reputation management, storytelling, and influence marketing. Prior to the appointment, she worked with PR agency DeVries Global, where she collaborated with global clients like Procter & Gamble, Kenvue, Merz Aesthetics, Dyson and ASICS.

She also led DeVries Global’s innovation, introducing search-powered PR and the Gen Z incubator to enhance the agency’s capabilities beyond PR.

Ng commented, “Too often, PR gets pulled into creative-led campaigns as an afterthought to demonstrate impact, when it really should be a core consideration from conceptualisation. When I was first approached for the role, I was thoroughly impressed by TSLA’s creative track record in delivering high-quality PR value across most, if not all, of their work. The agency has already been doing amazing work that has earned talkability not just in the region but globally. I look forward to bringing my PR lens to propel the best work of our career, and to learn from some of the industry’s best talent here at TSLA.”

“Our clients have benefited greatly from seeing the work they do with us, out-earn even their paid media campaigns. Li Ting joins at a time of tremendous momentum for the agency, and we are relieved that now we have this capability, at the highest levels, in-house to supercharge our creative ideas and give them the ROI and impact they were truly meant to land in culture,” Eunice Tan, group chief executive officer at TSLA, said.

“In a world where culture is constantly in flux, the ability to craft sharp, resonant narratives and land them in the right moment, through the right voices, is everything. Li Ting joins us with deep experience in doing just that. More importantly, she shares our belief that fame can – and should – serve a higher purpose. For us, public relations is not an add-on, but a vital creative force for us to keep on growing and creating work that makes our children proud,” Tan adds.

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Reinforcing its purpose of making journeys seamless across its network of 25 member airlines, Star Alliance shows scenes behind multi-carrier travel. It spotlights the coordination and rhythm between people to make travel convenient.

Through a film, Star Alliance and TSLA capture operational challenges behind interline travel, turning them into an emotionally resonant journey. Accompanied by jazz music to represent the flow of seamless trips, the film uses visual and sonic elements to show operational excellence.

It was filmed in Tokyo Narita and Singapore Changi, the busiest connected hubs, to capture the authenticity of travel while incorporating rhythm, precision, and design.

The key visuals of the campaign are also reminiscent of musical bars. It visually captures the campaign’s concept of an orchestrated rhythm among Star Alliance’s member airlines.

“With The Rhythm of Excellence, we wanted to capture the flow of a well-planned, well-timed and well-connected journey. One made possible by harmonising the strengths of 25 airline partners across the globe. Like a jazz ensemble, each airline plays its own tune, intricate, dynamic, yet together, they move in effortless sync that creates a rhythm built on shared service standards, where every moment leads seamlessly into the next, creating a travel experience that flows,” Mavis Neo & Nicholas Ye, co-chief creative officers at TSLA, said.

“One that passengers can feel, even if they don’t see it. This film was crafted to communicate Star Alliance’s role in enabling this flow across time zones, continents and touchpoints across our planet,” Neo and Ye added.

Renato Ramos, vice president, corporate strategy at Star Alliance, commented, “This campaign expresses the heart of our role and purpose as the enabler of seamless interline journeys. Customers mostly engage directly with our Members. It’s through their operations that our initiatives are brought to life — from check-in and baggage handling to lounge access and loyalty rewards. This rhythm, collectively built, truly defines this Alliance experience.”

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More than a chance for luxury and escape, Klook and TSLA are reframing travel as a chance for self-discovery, emotional clarity, and personal growth. The campaign highlights how people can grow through meaningful experiences wherever they go.

As the travel industry continues to define travel through price and convenience, Klook is shifting the focus back to its emotional purpose. It champions discovery not only of places but also of people and their best selves.

As part of the campaign, Klook has launched a content series following Marie Kondo’s personal transformation journey. From her perfectionist self, she starts prioritising exploration and experiences a samurai training, robot dance part, and kintsugi workshop.

‘The Best You’ campaign also features a brand film and out-of-home placements, highlighting Klook’s experience offerings and emotional connections with them.

Complementing its concept of experiences sparking personal reflection, Klook and TSLA are also introducing an online personality quiz. By taking the quiz, consumers can understand their travel personas and get one of eight personas. The platform will also recommend bookable experiences based on the results.

Additionally, Klook has unveiled its limited-edition incense collection, made in collaboration with Oo La Lab. Five custom scents evoke various feelings and experiences, emphasising the user’s best self. The incense collection is distributed to Klook Kreators across 12 countries.

“The experiences you get from travel can often be life-changing and transformative. This narrative isn’t told fully by travel companies, especially market pioneers like Klook, who offer millions of travel experiences that help you open up, reconnect, and remember the good in things in life. We wanted to capture that sense of quiet transformation and tell a brand story that transcends products and platforms, focusing instead on how experiences can help people rediscover and realise their best selves,” Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said.

“Becoming your best self isn’t something that just happens. Now more than ever, it takes conscious, deliberate effort. We took inspiration from the language of manifestation — how people envision and speak the best version of themselves into existence. To accompany this intention, we designed a dynamic aura treatment that visually captures the energy, vibrancy, and emotional resonance of becoming. It’s not just about where you go, but who you become along the way,” Ye and Neo added.

Marcus Yong, vice president, global marketing at Klook, commented, “We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are. The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences.”

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