Dentsu Creative Singapore creates integrated campaign with the Ministry of Communications and Information for Forward Singapore festival

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Dentsu Creative Singapore has partnered the Ministry of Communications and Information (“MCI”), to develop an integrated marketing communications campaign for Forward Singapore (FSG). FSG is a government-led collaborative effort that has engaged over 200,000 Singaporeans from all walks of life over the past 16 months to refresh Singapore’s social compact.


The integrated campaign includes the Forward SG Festival, a roving interactive roadshow that was launched by Deputy Prime Minister and Minister for Finance Lawrence Wong on 27 October 2023 at Gardens by the Bay, and will move to various locations across the island in November 2023 and January 2024. The Festival features informative panels that outline the key recommendations from the FSG report, as well as interactive experiences such as a Holographic Pledge Booth, where Singaporeans can share how they will contribute to building our shared future together, as well as the Shared Future Booth, where visitors to the Festival can customise avatars and watch them interacting in a virtual world featuring the new shared values from the FSG report. The interactive experiences also feature River, a multilingual virtual identity developed by Dentsu Creative using motion capture software, sensor-based body tracking, advanced computer vision technology, Unreal Engine’s real-time 3D rendering capabilities, and a crowd simulation engine to bring virtual worlds to life.

Prema Techinamurthi, Managing Director, Dentsu Creative Singapore, said: “We are honoured to be part of this meaningful initiative in helping to materialise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign. We look forward to future collaborations with FSG in fostering unity and growth through progressive creative concepts and communication.”

The campaign also features a thought-provoking flagship television commercial titled “Our Next Generation”, co-created by MCI and Dentsu Creative Singapore, to foster deeper understanding among Singaporeans about how present choices can significantly shape the future for the next generation. Additionally, in a first-of-its-kind collaboration with four homegrown directors, Dentsu Creative Singapore delivered short films that reimagined success, aging and community as part of the nation’s renewed social compact.

Stan Lim, Chief Creative Officer, Dentsu Creative Singapore, said: “Film plays an important role in reflecting human experiences and shaping new societal culture. Our collaboration with a strong cast of four diverse filmmakers will help Singaporeans understand the tangible outcomes of our refreshed social compact, in a way that is relevant to our intersecting lives. We hope the films will inspire individuals to work together and build our shared future where everyone can find success on their own terms.”

To increase and sustain awareness, Dentsu Creative Singapore is tapping on strategically placed OOH and print advertisements.

Dentsu Creative Singapore was appointed by MCI as its creative agency for Forward Singapore in June 2023.


Beautiful Dreamer by Boo Junfeng
Leong, is an elderly taxi driver who loves opera but never got the chance to pursue his passion. His priority in life is to provide for his family. His granddaughter Kai, an aspiring singer-songwriter, decides to enrol into an arts college. While driving her to an audition, he tries to persuade her to pursue more stable pathways, like becoming a teacher or lawyer. However, he changes his mind when he chances upon Kai’s soulful performance at the audition. Her adaptation of the song, Beautiful Dreamer, speaks of her desire to live her dreams, reminding Leong of his own forgotten dreams. He realises Kai should be supported and given the space and opportunity to pursue her dreams.

Junfeng said: “I draw inspiration from the generations preceding mine — my parents and grandparents — whose life priorities and purpose differed from my own. While it took some effort to persuade them of my aspiration to become a filmmaker, I am always grateful for the foundations they laid, enabling me to pursue my dreams.”

In the Pipeline by K. Rajagopal
“In the Pipeline” is a film that encourages viewers to reconsider their perspectives towards jobs that are often overlooked or under-respected in society. Meet Vanessa, a young aspiring plumber who defies convention and pursues her passion for fixing things. Working for Teck, an experienced colleague in a small plumbing company, she gains invaluable experience under his mentorship. Teck, a no-nonsense and down-to-earth boss, guides and influences Vanessa’s professional journey. Her enthusiasm for plumbing is unwavering, even in the face of prejudice from peers and work-related hurdles. Determined to enhance her skills, she bids and acquires a significant industrial contract, commanding the respect and recognition of those around her.

Rajagopal’s note: “The film challenges stereotypes of jobs for women and skilled labour. It highlights how a skilled worker’s path is just as valued in its own way, and how these workers are making worthy contributions to society. The film encourages viewers to re-evaluate notions of success, while emphasising the importance of passion through genuine connections.”

The Machine by Siyou Tan
In “The Machine”, Hari is caught between the demands of his job and his desire to be more present in his daughter’s life. He wants to be a parent who is actively involved in his children’s upbringing. His daughter, Deepa, is struggling on her latest project to build a plant-watering machine. This presents the perfect opportunity to prove himself as a father. Through the film, we see how Hari and the community come together to support Deepa in her pursuits. Fuelled by the encouragement she receives, Deepa’s confidence grows, and so does Hari’s relationship with his daughter. This heartwarming film highlights how the care and support from the community empowers the individual.

Director’s note: “I believe in the strength of our communities, and the connections with our neighbours and families – of origin and of choice. Can we have progress without losing our kampung spirit? I believe so. With the support of our village, we can raise the next generation of leaders, thinkers and dreamers.”

Masih (Always) by Roslee Yusof
Masih is a romantic short film that features Jufri, a grumpy retiree. With time on his hands, his deaf daughter, Aisyah, signs him up for active-ageing courses against his will. Initially reluctant, he comes around and looks forward to the activities, thanks in part to fellow participant, Su. Her enthusiasm and optimism prove to be contagious. However, a medical condition becomes an unexpected setback to Jufri. With the support and encouragement of Su and Aisyah, Jufri is able to overcome these challenges. He develops a new-found sense of independence and a love for the silver years ahead of him.

Yusof said: “Who looks forward to ageing? Not many people will look to it as a time of discovery and learning, and as an opportunity to reconnect with all things precious. One challenge I faced was adjusting to working with the hearing impaired. I needed to find new non-verbal ways to give the cast the assurance that they were doing great. This was an enlightening experience for me!”