BBH Singapore highlights the benefits of taking a break and to ‘Make Time’ for a getaway to Sentosa Island
A new campaign out of BBH Singapore for Sentosa Development Corporation (SDC) is encouraging Singaporeans to unwind and relax.
The film features a physically deskbound family to highlight the work and life burdens carried by modern families. Using the tagline “Make Time”, the island’s new campaign highlights the positive effects of taking a break and seeks to position the island as a genuine getaway for busy Singaporeans.
Targeted at Singaporean working adults and parents, the campaign includes a film developed in a 60-sec and 90-sec version, along with OOH execution as well as social videos. A highlight of the campaign is its largest outdoor placement, a billboard along the AYE expressway asking commuters “Do you believe in life after work?” (see below)
To further the conversation about Singaporean’s need for a break, SDC lined up a series of PR initiatives including a press event that unveiled the findings of a study commissioned to Asia Insights that looked into the behaviour and attitudes of Singaporeans towards taking a break.
SDC has also partnered with influencers such as the food blogger Miss Tam Chiak and actress Kate Pang to create customised content, further bringing to life the benefits of “making time” through social content.
The digital push for the campaign includes creating dedicated content for the brand’s website (Sentosa.com) that ranges from customised itineraries to infographics and useful tips that will encourage visitors to make time from their business routines on the island.
Janson Choo, Creative Director, BBH Singapore, added: “We all have been there before, carrying work with us wherever we go, whether it’s physically responding to work emails and texts or just thinking about work during family time. But work can wait. There should always be life after work.”
Launched on June 27th, the campaign will continue for approximately six months including nine weeks of print and TV.
Agency: BBH Singapore
Chief Creative Officer: Joakim Borgstrom
Creative Directors: Janson Choo & Khairul Mondzi
Senior Copywriter: Adeline Siow
Senior Art Director: Kenneth Foo
Business Director: Monideepa Nandi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Thomas Wagner
Strategist: Zoe Chen
Data Strategist: Angel Martinez
Editorial Lead: Audrey Phoon
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Roslee Yusof
Audio Production: Fuse Adventures in Audio
Media Agency : Universal McCann
PR Agency : The Hoffman Agency
Chief Marketing Officer: Lynette Ang
Marketing Director: Mira Bharin