Dentsu Singapore launches rebranding campaign as part of the M1 telecommunications company refresh. The ‘Be’ campaign, an ode to eight unique Singaporeans who embrace their individuality, following their own paths and passions.
The campaign celebrates diversity with authentic stories of each individual’s distinctiveness and demonstrates M1’s belief in empowering customers to be their best, unique and authentic selves, supported by a brand that fits every need.
From a rocker grandma who decided to pick up the guitar at 60 years old, a 17-year-old Teochew opera artiste keeping the tradition alive, to a migrant worker who found a new life as an icon of the Singapore National Cricket Team. The film is released along with eight individual profile stories and will run across multiple channels, including radio, social media, and OOH.
Agency: Dentsu International Singapore
Production: AMOK Singapore
Director: Sean Ng
Chief Creative Officer: Joao Flores
Creative Director: Rudino Kassim
Senior Copywriter: Huzaima Mahrom
Art Director: ND Chua
Copywriter: Vanessa Han
Copywriter: Noi Sudirman
Producer: Regina Lee
Creative Group Head: Neo Shiyi
Senior Agency Producer: Maggie Chan
Executive Producer: Caleb Quek
Account Management Team: Klara, Jin Yu, Claire Lim, Dave Wong
Photographer: Eric Ng
Audio Production/Sound Design: Neon Sound