Mandai Wildlife Group and TBWA\Singapore launch ‘Choose Your Wild’ adventure campaign

A new era of wild adventure begins this March 2025, as Mandai Wildlife Group and TBWA\Singapore launch their first campaign together since the agency’s appointment in 2024.

 

‘Choose Your Wild’ beckons visitors to visit Rainforest Wild ASIA, Singapore’s fifth wildlife park, embarking on a journey to explore the different layers of a Southeast Asian rainforest from canopy to cavern. Along the way, chance animal sightings of Malayan tigers, Francois’ langurs, Malayan sun bear and more, offer a glimpse into the wonders of the wild.

Park goers can choose the level of exploration and personalise their adventurous outing, adding a bit of wild to everyday life. Read more about the Rainforest Wild ASIA in Singapore here. Inspired by the park design, the ‘Choose Your Wild’ campaign for Rainforest Wild ASIA includes a three-part launch film series, designed like a game. The series follows three main characters, each with different levels of adventuring styles as they explore the rainforest.

From scaling karst walls along a via ferrata path, reaching heights of up to 20m at the Wild Apex Adventure to navigating narrow cave tunnels and abseiling in darkness during the Wild Cavern Adventure, enjoying strolls or tackling challenging but fun forest treks – there’s a wild experience for everyone waiting to be discovered, whatever your appetite.

The campaign will run in Singapore, Korea, Australia, Japan, China and India.

The TBWA\Singapore team embarked on what they’ve dubbed their wildest shoot ever (to-date). Catch the BTS film below, featuring those who brought the campaign to life – including exclusive bloopers from talents and crew.

VIEW THE BEHIND THE SCENES VIDEO HERE

“We had a wild time putting this campaign together to launch Asia’s first adventure-based zoological park,” said Loo Yong Ping, Executive Creative Director of TBWA\ Singapore.

“Shooting in Rainforest Wild ASIA transported me to some far away wild place,” said Roslee Yusof, Film Director of Freeflow Productions. “It brought out the explorer in me.”

“Rainforest Wild ASIA is unlike a typical zoo experience, and our Choose Your Wild campaign embodies this bold reimagining. We are excited to launch this marketing campaign with TBWA\, bringing the adventure and spirit of the park to life,” said Ms Sandy Lee, Vice President of Marketing, Mandai Wildlife Group.