Launching on SG Clean Day (25 April), Public Hygiene Council and Wunderman Thompson Singapore have created a music video about cleanliness for the ‘World’s Cleanest Country’.
The campaign aims to encourage people of Singapore to take responsibility, ownership and pride in keeping Singapore clean through this upbeat song for their latest campaign, ‘Together, We’re Better Without Litter.’
While Singapore may be internationally known as one of the cleanest countries in the world, the country continues to work towards becoming a Zero-Litter Nation by encouraging a culture where everyone in Singapore will clean up after themselves and dispose trash correctly.
While there have been many anti-littering campaigns in the past years, Wunderman Thompson Singapore took a distinctive step away from the usual stern and shaming angle to portray a more hopeful spirit of togetherness.
“When considering the approach, we took inspiration from 2020,” said Senior Strategy Director Neha Tejuja, “Despite the doom and gloom of the year, the solidarity and positivity displayed by Singaporeans showed how communities can bond and come together for a common goal.”
The result was an upbeat and bright music video that Singaporeans can groove to. The colour-pop and stylistic sets feature Singaporeans of different age groups and races working and dancing together to dispose of trash correctly.
Chief Creative Officer, Mateusz Mroszczak, said: “While public hygiene is a serious matter, especially in today’s climate, we wanted to ride on the wave of positivity and bring across the message with a little light-hearted content that can cheer everyone up.”
“A little positivity goes a long way to nurture the right cleanliness culture in Singapore especially in the current climate,” says Edward D’Silva, Chairman of the Public Hygiene Council. “Keeping Singapore clean is no easy feat. As our cleaners step up hygiene and cleanliness standards, we also need everyone to take ownership and clean up after ourselves. We hope that the uplifting video will remind and inspire all to take pride in our public hygiene because Together, We’re Better Without Litter!”
Wunderman Thompson Singapore
Mateusz Mroszczak, Chief Creative Officer
Neha Tejuja, Senior Strategy Director
Gerald Chue, Creative Director
Tulika Shanker, Associate Creative Director
Nicholas Chia, Associate Creative Director
Kimie Ong, Executive Producer
Fred Eng, Business Director
Hazel Lim, Senior Account Manager
Ser Wei Kam, Account Executive
Production house: The Momentum
Director: Kenny Ong
DOP: Kelvin Chew
Producer: Hazel Ngiam
Post House: TheMomentum Pte Ltd
Editor: Sheena Aw
Colourist: Eugene Seah
Animation House / Animators: Jeow Jiayin and Sheena Aw
Music Composition: Two AM Music Global
Sound Design & Final Mix: Two AM Music Global
Music Director: Oliver Stutz
Composer: Adriane Palikat
Sound Designer: Amier Nelson & Shir Li Lau
Audio Producer: Darna Aminuddin