SINGAPORE TOURISM BOARD REBRANDING
PASSION MADE POSSIBLE
People often think of Singapore as an economic success. The world catches attention on her per capital GDP and so on. Today, Singapore is mostly known for fulfilling functional needs – ‘safe’, ‘advanced’ and ‘efficient’.
Which makes people feel that it is undifferentiated – ‘boring’, ‘functional’ and ‘sterile’.
But beneath the glossy exterior, beneath the shiny lights, something burns brightly – Passion.
It’s the passion of every Singaporean who calls the city-state home.
It is what made our city possible.
Singapore: Passion Made Possible
By taking the focus away from the landmarks and tourist attractions, and letting Singaporeans tell the Singapore story, we wanted to give viewers a different perspective to this island. We wanted to show that Singapore is much more than the sum of its numerous attractions. It’s constantly evolving, reinventing, and reimagining itself, with people who are passionate about creating new possibilities.
The people behind
Possibly my favourite part of the campaign. Meeting and getting to know all these insanely passionate people. Their stories, their drive and their love for Singapore.
The people behind
Tribe Films
To tell a deeper story about the island and all of its passionate people, we created tribe films for people to connect with like-minded people who share similar passions.
Passion Ambassador Films
We then turned the spotlight on individuals, our very own Passion Ambassadors, who have made their passion a possibility in Singapore.
TBWA Singapore
Creative team:
Gary Steele
A.S Anam
Elrid Carvalho
Raquel Ang
Spikes Asia 2017
Film craft - 2 Bronze, 1 Shortlist
Gongs 2017
Online/Viral Film - Gold
Cinematography - Gold
Production Design - Gold
Best Use of Music - Gold
Direction - Gold
Script - Silver
Sound Design - Silver
Casting - Silver
Editing - Silver
Art Direction - Silver
Epica Awards
Finalist