MullenLowe Singapore creates new campaign sharing the stories of four Singaporean families
MullenLowe Singapore has teamed up with four local directors – Royston Tan, Kirsten Tan, K Rajagopal and Tariq Mansor – to produce a series of moving and thought-provoking films centred on four Singaporean families. The films showcase stories of tenacity and resilience of everyday Singaporeans as they work towards achieving their aspirations and improving their circumstances. The series is commissioned by the Ministry of Digital Development and Information (MDDI) as part of the ‘Together, for Better’ campaign, in support of the Forward Singapore exercise.
The films spotlight how key policies introduced in the Forward Singapore report, launched in October last year, and through subsequent announcements by Ministries and agencies, will help Singaporeans better navigate the uncertainties in today’s world and attain their aspirations in providing multiple pathways to success, improving social mobility, staying relevant in the workplace, and embracing retirement with a peace of mind.
Take Flight: When the educational paths of two brothers diverge despite a common childhood aspiration, the older brother makes good on his ITE education to acquire knowledge, skills, and experience as a stepping stone to achieve his childhood dreams. Directed by Kirsten Tan, this film featuring the ITE Progression Award aims to celebrate multiple pathways to a bright future.
A or B?: A father and his two children navigate everyday choices together through a simple game of “A or B”. As they go through life, it becomes clear that not all choices are simple, and some require delicate balancing acts. Directed by Royston Tan, this film showcases how eligible families can embrace a brighter future when they are uplifted by Government initiatives like ComLink+ and with community support.
Mission: Possible: Three engineers find themselves feeling the heat as they try to keep up with technology at the workplace. Enabled by grit and resilience, they choose to upskill through SkillsFuture courses and turn the tides in their favour. Directed by K. Rajagopal, the film featuring the SkillsFuture Level-up Programme reminds employees that they can take charge of their careers.
Comeback Queens: Despite having to juggle the daily responsibilities of work and family, Azlinda is encouraged by a tight knit group of friends, all ladies in their 50s, to reignite their passion for football. Directed by Tariq Mansor, this film featuring the Majulah Package seeks to encourage young seniors to pursue a life full of meaning as they plan confidently for their retirement.
The film also features a cameo from Singaporean professional football manager and former national footballer Nazri Nasir.
Aaron Lye, Director of Campaigns and Productions Department at MDDI said, “Through these four films, we want to help Singaporeans feel more empowered to chart their own paths, by better understanding how the roadmap for our new social compact, as set out in the Forward Singapore report, will support them at different stages of life and allow them to better pursue their aspirations.”
Royston Tan, Executive Director of the campaign and director of the ‘A or B?’ film, said: “The four films are directed by directors with different and distinctive styles which we hope will be able to provide varied perspectives and viewing experiences for the audience. I hope that Singaporeans can see themselves when they watch the films and find inspiration and encouragement as we move forward.”
K. Rajagopal, Director of Mission: Possible, said: “Mission: Possible explores the very real anxieties of the Singaporean working population about a rapidly changing skills landscape and challenges in keeping up. The light-hearted comedy and relatability enable the film to reassure Singaporeans that they are not alone, and that they have options to improve themselves.”
MullenLowe Singapore CEO Paul Soon, said: “We’re pleased to work with MDDI to showcase that Forward Singapore is not just a slogan, but a platform of concrete solutions that can support Singaporeans to be the best version of themselves. We approached the development of the films with the strategic thought that all Singaporeans impact and encounter each other in daily life, regardless of age, education level, race, or other markers. That’s why we’ve used a creative device where we see the main characters of one film showing up as cameos in other films, creating a little cinematic universe. We hope audience members can enjoy spotting familiar characters across the films which together represent collective progress and resilience.”
The four films are now available on Gov.sg social media channels and can be viewed on Free-To-Air Television, Ch 8, Ch U, Suria and Vasantham from 27 July.
Credits
Brand: Ministry of Digital Development & Information
Agency: MullenLowe Singapore
CEO: Paul Soon
Business Director: Shaifali Dayal
Senior Account Managers: Ariel Ho, Natasha Tan
Executive Creative Director: Ang Shengjin, Daniel Kee
Creative Director: Andrew Ho
Creative Group Head: Noveri Mandey
Senior Copywriters: Ernest Chin, Peh Xin Ying
Creative Services Director: Esther Yeo
Director of Integrated Production: Julie Chua
Integrated Producer: Yong MunWeng
Editors: Jensen Cheng, Ting Lee Hwee
Production House: Chuan Pictures
Directors: Royston Tan, Kirsten Tan, K. Rajagopal, Tariq Mansor
Executive Producer: Karen Khoo-Toohey
Producers: Terri Goh, Chong Jun Feng, Irene Cher
Editors: Neo Ruixin, Natasha Soh, Amos Tan