TSLA blends fairytales and founders in first brand campaign for Enterprise Singapore
Enterprise Singapore launches first integrated brand campaign with TSLA, reimagining enterprise growth through timeless tales. Happily ever after takes an enterprising spin in the new campaign.
Enterprise Singapore has launched its first-ever integrated brand campaign, marking a bold new shift in how the government agency engages audiences. Created in partnership with independent creative agency The Secret Little Agency (TSLA), the campaign introduces a refreshed brand platform: “For Where You’re Growing.”
The platform reframes business growth as a journey shaped by everyday decisions, resilience, and reinvention—not just milestone moments. This redefinition sets the tone for a broader communications strategy targeting not just B2B stakeholders but also the wider public.
At the heart of the campaign are two brand films inspired by the real growth journeys of local enterprises, told through fairytale allegories.
“Never Doubt a Duck”, based on biotech company Lucence, mirrors “The Ugly Duckling” as a metaphor for breakthrough innovation and persistence.
“The Mermaid’s Market”, inspired by Tankfully Fresh, reinterprets “The Little Mermaid” in a story of digital transformation and generational change.
The campaign runs across film, contextual OOH and digital platforms, using emotionally resonant storytelling to challenge outdated perceptions of what growth looks like—especially in the context of Singapore’s SMEs, which make up 99% of local businesses and employ 70% of the workforce.
“At Enterprise Singapore, we champion homegrown enterprises of all sizes – from heartland business to global gamechangers – helping them strengthen capabilities, transform their business, and capture global opportunities. We recognize that growth today isn’t always about growing bigger or moving faster. It can be trying something new, bouncing back from a challenge, or simply taking the next step to move their business forward. For Where You’re Growing reflects this evolving reality and reaffirms our commitment to support our enterprises not just at major milestones but through everyday decisions, pivots and possibilities that define business growth today,” said Ms Alethea Nah, Enterprise Singapore’s Executive Director of Corporate Communications.
The new platform will inform the agency’s broader branding and communications, including enterprise engagement and flagship events.
