Brown Rice Matters
With 10.53% of adults living with diabetes, it is the second leading cause of death in Singapore, making us the second highest rate among developed nations. Following our successful launch of “Kungfu Fighter, Hidden Sugar” in 2017, which raised awareness of sugar-laden foods during Chinese New Year, we feature our hero from 2017: the Guardian of Health, to face a different sugary nemesis, the white rice, which is the prime traditional delicacy during this time.

Amongst this integrated campaign, the TVC garnered more than half a million views on free-to-air and social over the span of 2 weeks. Combined with high level of direct and third-party social interaction, the message to include whole grains in our diet has resonated well with Singaporeans.

“Wet” Your Appetite
In this 3rd instalment of the War on Diabetes, we focused on targeting sugar-sweetened beverages that increase the risk of developing Type 2 Diabetes.

To encourage Singaporeans to choose water over sugar-sweetened drinks, we partnered with ShiGGa Shay, to spill the hard truths about sweet drinks in an epic rap music video.

Other touchpoints, including radio talks, third-party content and social posts by celebrities, were tapped on, to encourage Singaporeans to choose water over sugar-sweetened beverages to reduce the risk of developing diabetes.

A Sea of Opportunities
To help Singaporeans see new possibilities in a world plagued by poor job markets and a sluggish economy, we concocted a campaign, featuring success stories of four local entrepreneurs and the strategies set out by the Committee on the Future Economy, to inspire them to create a better future for themselves.

With over 10 millions impressions made, more Singaporeans are now aware of the different types of help given by the government to pursue a career.

Coffee Talk
As the mouthpiece of the government, MCI’s responsibilities include helping to develop the Digital Economy through its different agencies. To help MCI in their effort to enhance the digital readiness of Singapore, we rolled out a social media campaign and enlisted the help of Max the Cat Intern. Engaging over half a million Singaporeans through various social media platforms, Max is helping us stay up-to-date on the latest tech developments in Singapore.

Merdeka Generation Package
In appreciation of the Merdeka Generation’s significant contribution to Singapore, the government launched a healthcare package dubbed the Merdeka Generation Package (MGP). To raise awareness of their contributions and showcase the importance of the MGP, we rolled out a 360° campaign that has garnered millions of views for the brand, an increase in roadshow footfall, and a noteworthy mention by Prime Minister Lee Hsien Loong on his Facebook page.

Hawker Culture for UNESCO Cultural Heritage
To rally Singaporeans behind our unique culture, and champion the nomination of Hawker Culture as Singapore’s first element for the UNESCO Representative List of Intangible Cultural Heritage of Humanity, we started a challenge fronted by a few popular influencers who rallied support and pledges for their respective region, with the promise of a grand prize. With their content collectively garnering close to a million views, Singaporeans have come together to pledge their support in keeping our local food culture alive.

Love of a Lifetime
When Valentine’s Day fell on the Lunar New Year period, it gave us the opportunity to hone in on the theme of love, care and commitment—the qualities that define MediShield Life/PGP.

Garnering over 4 million views, the campaign has inspired a new trend of emotional TVCs, and set a new benchmark for government ads that followed.

Embracing diversity in Singapore
In an effort to encourage Singaporeans to embrace diversity in our society, the campaign “Make it Better” was born. With the help of a diverse group of influencers, the campaign was brought to life through a broad spectrum of mediums, including TVCs, a telemovie theme song and social videos to bring the message of embracing an open mindset in our society.

Having garnered millions of views, the campaign ad had placed second locally in Google’s Top 10 Youtube ads for the first half of 2016.

The Kinship Short Film
Water is a precious resource that plays a central role in many cultures. For the Malay community, water is synonymous with family ties as described in the Malay proverb ‘Air dicincang tidak akan putus’ (water doesn’t break apart when you chop it). Taking inspiration from this beautiful proverb, we launched a festive film in celebration of Hari Raya that won the hearts of millions. The poignant story garnered overwhelming responses and even gave rise to a shared online mission: #FindZul and reunite the brothers.

The short film was screened and won the 24th Canberra short film festival under the International Category, beating over 380 entries from across the globe.

Two Peas in a Pod
WSG was determined to increase the awareness of Adapt & Grow’s initiative to help Singaporeans take charge of their own careers. However, with most people uninterested in getting career guidance, we made a bold move to grab their attention by hijacking familiar brands to deploy our message.

Piquing the public’s interest and curiosity, WSG’s website experienced a 50% increase in traffic and a significant increase in their social media presence, encouraging Singaporeans to take the first step in being proactive with their careers.

Savour the Spark
The Ministry of Culture, Community and Youth (MCCY) wants to rally youths to contribute to the vision for Singapore in 2025, with the objective of a 100% awareness.But, how can we instill a greater sense of ownership over Singapore’s future and compel cynical youths to take a more active role? The answer is simple; we rally the team.

Through a widespread social media campaign, we’ve reached over a million Singaporeans, garnering thousands of responses, giving a voice to Singapore’s youths.

BYO Somerset Belt
At the center of Singapore’s youth culture lies the much-beloved Somerset Belt. Due for a much needed revamp, MCCY hopes to help youths champion this change and fill the space with ideas that embrace and showcase the arts & culture, social causes, and all the things they hold near and dear to themselves.

Through the course of the widespread social media campaign, the campaign videos garnered over millions of views, reaching thousands of youths to participate in transforming Somerset Belt.

The Flavors of the Future
Riding on the YOUTHx Festival organised by National Youth Council, we created an activation for the SG Youth Action Plan, where youths could participate in an experiential walk-through and tangibly contribute their ideas for SG in 2025. Completing the project in the span of a month, the idea was brought to life and has garnered over a thousand participants, empowering youths by giving them an avenue to voice their opinions.

An end-to-end customer engagement programme
Most people used to only connect with iShopChangi when they were going on holiday. But the brand wanted to stay on people’s minds, post-holiday. To improve the brand experience and drive loyalty among iShopChangi’s online customers, we crafted a customer engagement strategy that involved a revamped web interface that showcases personalised product recommendations.

To challenge and reward users, we launched seasonal campaigns that used gamification - a Where’s Wally? - type hunt to find a special treat. To keep customers coming back, new themes were constantly added. This achieved high double-digit direct traffic and users racked up a high shareability rate that enabled them to earn reward points. A multi-tiered reward strategy was also worked in as an incentive. Overall, the new direction for iShopChangi doubled the rate of transactions and increased revenue by more than half.

Supernatural education from a ghost
Drawing on the insights of young Singaporeans, the proposed communication strategy places an age-old tradition in the hands of a new-age AI-driven chatbot. Besides using Natural Language Processing to keep the "ghostly" conversation engaging and informational, geo-location technology was used to promote cultural and traditional events near the users.

A Digital Makeover
Through service redesign and using the best technologies, Volkswagen improved its marketing efficiency to draw in 1.5x times customer engagement. The brand also saw its web traffic increase significantly. These are achieved by unifying customer data and data-collection standards across touchpoints to form a clear customer view, that in turn powers precise CRM efforts that resulted in effective upselling across multiple sales channel. Its online experience was redesigned from the ground up. User interviews, a system-wide audit, studying advanced analytics and an exhaustive customer journey mapping helped tell a great brand story.

World’s first AI beauty Chatbot
Individual consultation has always been Shiseido’s modus operandi. Their long-running business challenge? To scale at large and present hyper-connected means of selling skincare and beauty offerings to a generation of female consumers, who are digitally savvy. That’s where the Shiseido Beauty Consultant comes in. We launched APAC’s first AI Beauty Chatbot that utilises Natural Language Processing to provide users with tailored skincare and beauty solutions.

Wholesome parenthood support in a pint-sized package
Raising a child is a feat many find daunting – especially first-time parents. So, we collaborated with Johnson & Johnson to strengthen the brand’s role as an empowering aide for mothers. We built Baby Galaxy - the ultimate app companion that would arm parents with the knowledge they need to nurture their child. With quick taps, mothers get information about each pregnancy stage so they can track their child’s growth. Post-delivery, they can continue to plan for their child’s development and anticipate future needs.

Customer Experience through the lens of Japan
Selling Japan to foreigners requires a witty, sharp sell. Instead of the same old spiel, we brought Singaporeans the real deal: a virtual space to discover all things Japan, through the eyes of Japanese locals. User personalisation serves crowdsourced content by locals to users based on interest, relevance and soon, user proximity – all in real time.

A 360-degree customer care programme across 11 markets
For Samsung, the customer experience doesn’t stop at purchase. We brought around-the-clock customer care to life through mySamsung, a post-purchase programme designed to help users easily set up, manage and optimise their products. Available on mobile and web app in 11 APAC countries, users get a wealth of tips to learn more about their products. They also get a direct connection to customer service systems throughout the region. Users can register and track their device warranty online, report device issues, chat with live support agents and even redeem attractive rewards.

Emergency response system in an app
Through our Equator programme, we created the world’s first “personal black box” that employs smart technology to save lives in the event of a terrorist attack, disaster or accident. Presented as a mobile app, it serves as an all-in-one SOS system that detects danger, alerts loved ones, captures data and beams out low-frequency signals to enable search and rescue.

A new business outlook that puts Starhub.com at the core of a wider business ecosystem
StarHub has always focused on delivering a great customer experience. Conceived through extensive collaboration with StarHub’s business operations team, the digital system built on Adobe Experience Manager (AEM) provides an intuitive and predictive on-site experience for each customer using multiple data sources. Powerful user experience enhances efficiency for both B2C and B2B clientele, helping them find their way to what they want.

The “Wake Up” Call To Look Forward To
McDonald's wanted a campaign that delighted the consumer, so we created a Surprise Alarm mobile app. Our aim was to make consumers get excited about waking up to a new surprise every morning.

An original telemovie sharpened Singaporeans’ competitive edge
In Singapore, government initiatives and policies such as SMEs Go Digital and SkillsFuture are geared to help businesses and careerists excel in the global marketplace. But, studies showed that the local Malay community was not familiar with these programmes. So, we teamed up with award-winning Singaporean filmmaker M. Raihan Halim and put together a stellar cast, including local favourites Taufik Batisah and Rahimah Rahim, to create a riveting original telemovie titled 'Gunting' (Scissors). We pulled at the heartstrings of Singaporeans, while encouraging them to seize new opportunities in the digital economy through skills mastery, lifelong learning, and a spirit to innovate and think global.

The first Kungfu flick to combat diabetes
In the war against diabetes (Singapore’s second leading cause of death), we hijacked the Chinese New Year period in 2017 with an epic Kungfu blockbuster. Titled ‘Kungfu Fighter, Hidden Sugar', our filmlet spread the message to consume sugar in moderation by weaving healthful, diabetes-preventative advice into a thrilling narrative. We set a country into action as Singaporeans watched, laughed and learned how to make wiser food choices that reduce their risk of developing diabetes, during the festive season and beyond.

A history-making 40-part drama series
To inform Singapore’s seniors about the slew of new government policies and schemes planned just for them, we figured there was no better way than to speak their language and engage them via a favourite pastime. Launching Singapore's first television series in full dialect since 1981, 'Eat Already?' (吃饱没?) helped simplify and communicate important messages on policies ranging from healthcare to housing. With relatable stories that resonated with pioneer Singaporeans, we entertained and enriched an entire generation.

TVCs that made retirement planning an everyday conversation
Singapore’s ageing population often works beyond the retirement age of 62, so talking about retirement feels far-fetched. And let’s face it – it’s a dry topic. But to prepare the Silver Generation, we launched four quirky TV spots that borrowed the soothing style of David Attenborough and the humour of Singapore's favourite comedians to introduce retirement-adequacy planning. Told from the perspectives of forest animals thinking ahead for retirement, each artiste appears as their animal alter ego, giving helpful advice about growing one’s retirement reserves through Central Provident Fund savings (a mandatory social security savings scheme for Singaporeans), helpful housing decisions and more.