TBWA\Singapore unites Singapore’s Dance Theatre and Symphony Orchestra in new campaign for the Singapore Tourism Board
TBWA\Singapore has released a new Singapore Tourism Board campaign that is full of dance, music and the iconic Singapore cityscape. The campaign was directed by top Singapore director Roslee Yusof.
Supported by the National Arts Council, the new campaign brings together two of Singapore’s most loved representatives in the arts and cultural scene, with dancers from the Singapore Dance Theatre (SDT) performing to music by the Singapore Symphony Orchestra (SSO).
The film complements the recently launched SingapoRediscovers domestic campaign, dedicated to supporting the local lifestyle and tourism industry. The campaign is also a call to action to encourage both Singaporeans and residents to rediscover, reimagine and reconnect with the different sides of Singapore.
Andy Grant, TBWA\Singapore Executive Creative Director, said: “We hope this film inspires people to venture outside and rediscover all the magic that awaits.”
The film’s choreography is inspired by some of Singapore’s most spectacular architectural and botanical spaces. For example, the dance sequences, choreographed by Mohamed Noor Sarman (Ballet Master of SDT) features principal dancers Kwok Min Yi and Etienne Ferrere, taking the viewer through different acts to signify the transition Singapore is going through.
The different dance sequences tell a story of hope and of Singapore emerging stronger. The sequence at Gardens by the Bay, showcases the opening of a flower petal, symbolising new life, while the iconic Southern Ridges represents a crossing between the past and a new future.
The music performed by the SSO and led by Principal Guest Conductor, Andrew Litton, helped to bring the visual spectacle to life and to mark Singapore’s re-emergence from the challenges we have all been facing.
Roslee Yusof, Director, said: “Working with both world-class talent and having the opportunity and faith of STB and TBWA\ gave me the courage to achieve my vision. The challenge and goal were to ensure that the SSO and SDT shined in this film. It’s one of those journeys I will always remember vividly. Borrowing the words of Thomas Merton, “Art enables us to find ourselves and lose ourselves at the same time.”
The SingapoRediscovers campaign will continue over the next couple of months with a series of integrated assets including several films, display and social content, and out-of-home.”