Staying resilient and confident
As COVID-19 evolved, it hit home that all of us were living in the new normal. We needed to remind Singaporeans to practice social responsibility but also to take care of their physical and mental well-being.

Led from the ground-up with influencers and content platforms, we launched a concoction of bite-sized online social assets, with 8 #stayhomeforSG IG Live videos spanning from dance to e-gaming and a Tik Tok #GetMaskedUp Challenge that the nation grooved to.

Local comedians Fakkah Fuzz, Hossan Leong and Rishi Bhudrani also engaged in a 3-part Knockout Punchlines series (ep1, ep 2, ep 3), delivering jokes for sanity. With the digital campaign reaching over 7 million, it’s heartening to know that Singapore is united and confident for whatever comes next.

Together, We Can Overcome
Our frontline workers are hidden behind a mask most of the time. To celebrate and honour their efforts, we profile these courageous individuals and give audiences a more intimate look at the people behind the masks - parents, siblings or even grandparents.

A ground-up initiative fronted by songwriter Jeff Cheong and in collaboration with 7 street photographers, the video features an original song with impactful photos of our frontliners (in mask) to humanise them and celebrate their grit and courage. These street photographers also shared further behind-the-scenes photostories their social media platforms to thank the frontline heroes for working tirelessly round the clock.

Everyday heroes in light of COVID-19
COVID-19 may have put a literal (safe) distance between Singaporeans but nothing could stop us from showing our supporting and standing united with heroes on the frontline.

Appreciation Zones were set up island-wide, for members of public to pen their appreciation to frontliners. As the COVID-19 situation evolved with Singaporeans having to stay home, the digital SG United Digital Appreciation Board was also launched for further encouragement to these frontliners, while 7 frontliners and essential workers were invited to read these messages in a teary Appreciation Video.

More than 40,000 appreciation cards were collected, and the video garnered over 1.2 million in reach with an overwhelming outpouring of appreciation for frontliners within the comments, rallying Singaporeans to stay strong together.

The Future is Ours to Create
In the second instalment of Spark The Next, we created trendy hangout zones in 13 Institutes of Higher Learning where youths could rub shoulders with their favorite radio DJs and TV personalities over a cup of bubble tea while trading thoughts on shaping their future of Singapore and the transformation of Somerset Belt.

To reach out to older youths, we then hijacked malls with three interactive art installations that got youths playing, touching and snapping photos to learn more about shaping Singapore’s future through their five senses. Topping it off, youths competed to win a close-group, inspirational experience with five role models in Singapore.

Creating Common Ground
In a small, densely populated nation like Singapore, people are our biggest asset, and this makes uniting people of different background essential to overcome challenges. The Ministry of Culture, Community and Youth (MCCY) thus wanted to strengthen the cohesion Singaporeans had with one another.

We introduced Singaporeans to the Collab & Conquer experience, a first-of-its kind, 17-foot interactive roving Escape Room. Backed by its own thrilling film that provided the mysterious backstory, web films featuring influencers, and fringe activities, the experience reached over 50,000 Singaporeans on-ground and over 13 million impressions online, engendering social cohesion.

Getting to the heart of the matter
When was the last time we have cared for someone? When we do, we often care for those with obvious needs, such as the elderly and frail. But what about those that may not fit the stereotype?

Challenging the preconceptions of who needs care, we embarked on creating a more caring society for the Ministry of Culture, Community and Youth (MCCY) centering on the message: “Everyone needs care. All you have to do is look around.” The integrated campaign achieved over 17.5 million impressions and 68,500 engagements, with the brand film achieving around 7 million eyeballs.

National Broadcast Films
In our short but proud history, Singapore has weathered many storms, always looking ahead without failing to wrest opportunity from danger.

As the nation emerged from the Circuit Breaker measures, the government launched 2 manifesto videos based on Prime Minister Lee Hsien Loong and other ministers’ national broadcasts to inspire and rally Singaporeans as we face the crisis of our generation.

Rebuilding Singapore
Creating Opportunities for Singaporeans

Talk of the Town Photo Essays
Centered around the theme of ‘A Day In The Life’, this series of photoessays tells the stories of these individuals from all walks of life who have quickly risen to the challenges of the pandemic, with the help of Government budget schemes and rollouts.

We teamed up with prominent photographer Bob Lee to feature the stories of 8 ordinary Singaporeans with extraordinary stories of resilience during the COVID-19 crisis.

Photo Essays

Resilience in focus
The Government rolled out four budgets and implemented multiple schemes and support measures during the COVID-19 pandemic to help ease the load of dealing with the challenges faced by all Singaporeans from all walks of life.

Through this website, we consolidated the latest budget rollouts and presented the information based on the different stages of a Singaporean’s life, in hopes that it will give people quick and easy access to comprehensive help to weather this crisis.

Talk of The Town

Stories from the fight against COVID-19
Despite the challenges brought about by the COVID-19 pandemic, many Singaporeans are standing strong in the face of adversity. Shot remotely due to the Circuit Breaker measures implemented to curb the spread of virus, we launched a collection of short films to shine the spotlight on real stories of how Singaporeans have coped since COVID-19 has upended life as we know it.

These manifesto-styled videos also feature excerpts of Prime Minister Lee Hsien Loong’s May Day Rally speech as voiceover in various languages.

Playlist

Discovering new meaning this Hari Raya
COVID-19 caused major disruptions and affected the lives of all Singaporeans. With Circuit Breaker period still in place during the first week of Hari Raya Puasa, celebrations this year will undeniably be different than the ones before as families celebrate only in their homes.

We worked with real families, featuring their experiences during this challenging period, this 95 sec film highlights how the little things in life are all the more important, especially against the backdrop of the COVID-19 pandemic.

Get Serious on COVID-19
To help Singaporeans stay safe during the outbreak, we worked with the Ministry of Communications and Information to launch four videos in 4 languages featuring Phua Chu Kang, Suhaimi Yusof, Anandha Kannan and Patricia Mok. Each video highlights the steps that Singaporeans can take to protect themselves against the COVID-19 virus.

Phua Chu Kang
Patricia Mok
Suhaimi Yusof
Anandha Kannan

“Some say leh, some say la. Guess who’s back, it’s Uncle Phua!”
Following the success of his SARS rap in 2003, we work with comedian Phua Chu Kang to educate Singaporeans on the steps to protect themselves. When viewers clamoured for a sequel to his 2003 rap, a crowdsourcing exercise was launched on gov.sg IG Story, resulting in a new rap song “Singapore Be Steady” in 24 hours. It went viral with 500+k views in a day, becoming Singapore’s number one trending video on YouTube.

Overcoming COVID-19 together
Inspired by the uplifting news of Singaporeans stepping forward to care for their fellow men, this film was conceptualised, coordinated, shot and edited as a thank-you piece and an encouraging cheer. The film is accompanied by the apt NDP classic “Together” (rearranged by Bang Wen Fu, re-mastered by Jim Lim and then sung by Kit Chan and 梦FM).

Preparing for what’s ahead
Commissioned by the Ministry of Communications and Information, this series of videos showcase the different schemes made available to help Singaporeans at different career stages.

Getting Support
Upskill & Reskill
Job Opportunities
Financial Support

Improving lives of Singaporeans
In this series of videos by Tribal for the Ministry of Communications and Information (MCI), we tapped on the trend of oddly satisfying animations to highlight the various measures put in place to support Singaporeans. Split into the five pillars of Jobs & Education, Housing, Active Ageing, Transport and Healthcare, these videos seek to reassure Singaporeans that growth and prosperity benefit everyone, pathways of progress are open to all, and nobody is left behind whatever the difficulties of life.

Education
Active Ageing
Housing

Giving voice to the next generation of youth filmmakers
Jointly organised by the Ministry of Communications and Information and Tribal Worldwide, this content creation programme aimed to give budding filmmakers the opportunity to direct and script a collection of films, on their perspectives of issues that are important to Singaporeans and showcase how far Singapore has come.

Regardless Of - Playlist

Celebrating different moments in the lives of Singaporeans
Unknown to many, the subject of budget and spending is no complicated matter and is actually very close to the hearts of Singaporeans. And in any Singaporean’s life, there is always a special place for the umbrella. Through a simple analogy of these trusty sidekicks, we show how, just like the umbrella, our government supports the people no matter rain or shine.

A dedication to the Unbroken ones
According to the Protection Gap Study Report released by the Life Insurance Association in 2018, Singaporeans are woefully underinsured for Critical Illness. The risk of a Critical Illness bringing about financial disaster either from the hefty bills or the loss of long-term income is very real, for both individuals and families alike.

In order to get Singaporeans thinking about the need for Critical Illness coverage, Manulife launched an awareness and educational campaign – titled #Unbroken to nudge Singaporeans to plan for the unexpected, so that they can continue to protect their family’s future.

The campaign was a success, with impressive results of over five million views on the campaign film, which also attributed to an increase of Critical Illness policies sold during the 3 month campaign period.

Let’s go digital
COVID-19 is a wake-up call that going digital is not an option – it is a necessity. IMDA launched a nationwide digitalisation movement ‘SG Digital’, to ensure that Singapore will emerge stronger, with a focus on two groups that faced the most challenges in digital adoption – seniors and food stallholders.

With close to a million views within the first month of launch, complemented with digital ambassadors working the ground island-wide to help seniors go digital, the results have been promising with more and more seniors progressively embracing digital into their lives.

SkillsFuture Festival / Learn For A Better You
SkillsFuture Singapore launches their inaugural event with the goal of helping individuals discover the value of taking up and improving their skills, providing them with opportunities and resources to do so.

To reinforce the same message as the National Brand Campaign to get public to Learn For A Better You, we take on the same isometric visual style and create a representation of a bustling learning carnival. The takeaway is to join us at SkillsFuture Festival to learn for a better you.

The use of OOH channels to communicate the awareness of the event and digital channel to highlight the courses/initiatives they can sign up helped to successfully drive footfall to the SkillsFuture Festival.

SkillsFuture Singapore: Learn For A Better You / Your Skill Sets You Apart
Year on year, SkillsFuture Singapore strives to get Singaporeans to care about upskilling. But the lack of direction (new skillsets to achieve) leave them stranded in procrastination.

We needed to get more Singaporeans aware of the existing SkillsFuture initiatives that can help them.

Inspired by the insight that more than ever, people in the same professions are doing the same thing and that everyone has similar qualifications and experience, we created a campaign that reminds Singaporean that their skills set them apart – because the one person who has ‘learned more’ naturally stands out from the crowd in a sea of faces.

Beyond The Current / Singapore’s Energy Story
For the past 50 years, Singapore has used fuel, natural gas and even the sun to power the nation. With energy demands increasing and our nation needing to deal with the effects of climate change, we need to educate Singaporeans of what we are doing as a nation to find cleaner solutions and also encourage them to play their part.

Using kids, the future of Singapore, we emphasize the importance of our younger generation’s role in safeguarding our energy future. This also lends a cheery mood and light-hearted tone to dry topics.

Accompanying the video, we created a series of educational posts and a microsite to further educate the audience.

Life 24/7 / Providing reliable electricity to Singapore
Electricity is integral to our everyday lives but it’s something we often take for granted. We launch EMA’s digital campaign, Life24/7, to help Singaporeans better understand how EMA helps us enjoy the beauty of life with no interruptions.

Showcasing relatable situations of how Singaporeans live, work and play, we tug at the audience’s heartstrings and show them how EMA is hard at work behind the scenes so they can go about their lives and focus on the things that matter to them.

We also introduce EMA to Singaporeans through a series of visually appealing 3D rendered social posts to make learning about them engaging and appealing to increase the public's level of awareness of what EMA does.

PUB unfolds our water story: “We have come a long way”
Take a walk down memory lane in the nation-wide water conservation campaign for 2020.

Water conservation is of utmost importance, especially for a small island nation like Singapore with little to no natural resources. To raise awareness and increase appreciation for this cause, especially in the youths, we juxtaposed our modern-day water successes with starkly different – and oft-underwhelming – scenes from our humble beginnings. Through this vivid past versus present narrative, we stirred up a sense of nostalgia that resonated with older Singaporeans who have been through those times, while instilling in our youths a sense of pride towards our awe-inspiring transformation in the span of mere decades.

Social media was abuzz with voices of appreciation for the progress we have made as a nation, accompanied by an outpouring of commendations to PUB.

PUB evokes a rain of tears with Qing Ming short film
Following the success of viral hit “Kinship”, Tribal Singapore creates yet another tear-jerker for PUB – “The Frog Prince”.

2020’s Qing Ming festival was heavily impacted by the COVID-19 pandemic and lockdown measures, with cemeteries closed from visitations, preventing many from visiting their ancestors’ tombstones.

The short film “The Frog Prince”, inspired by a Chinese saying, “Every tree has its roots, every river has its source”, reminded viewers of the essence of Qing Ming – honouring our ancestors, and appreciating their sacrifices and the values they have passed on to us.

The film garnered over 25,000 organic views in the first 72 hours, and an overwhelming response from the public sharing their thoughts and appreciation for their loved ones and the film.

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.