Singapore Tourism Board: Passion Made Possible by TBWA\ Singapore

To show a new side to Singapore, the Singapore Tourism Board has taken a new stroy telling strategy out to the world under the promise that the country is 'Passion Made Possible'.

The campaign uses online films, print, content and live events to tell the stories of passionate Singaporeans. The campaign wants to show people that they can 'be' anything in the country, instead of showing them what they can 'do' and has based the theme on key 'tribes', such as foodies.