Think You Know Singapore?

Singapore Tourism Board Campaign 2022

Singapore was about to reopen its doors to the world in March 2022.

And we and our amazing team at TBWA had the privilege of announcing to the world that our country was open.

Shot over 26 locations, it was lovely to feel like a tourist at home.

While our ambitions were grander, we’re happy the work landed in a space that showcased our country’s ability not to take itself too seriously.

With this campaign we wanted to challenge the perceptions people have of us.

We’d never be able to compete with our neighbours on landscapes and natural wonders.

So we focused on the amazingness of diverse people and culture.

Are we an island? A city? A country?

Even we don’t know.

Role: Creative Director