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Make Time by BBH Singapore

Date: Jun 2019
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Sentosa wants more residents in Singapore to take a break from their daily routines and spend time on the man-made island.

It has launched a campaign called ‘Make Time’, and created by BBH, that highlights the importance of making time for oneself and their family and friends.

The idea for the campaign is based on a survey commissioned by the island owner, Sentosa Development Corporation (SDC), which found that 57% of Singapore residents feel stuck in a daily routine they are unable to get out of.

Half the respondents were stressed by the thought of just doing nothing, with three in 10 saying that they did not know how to relax. In addition, 74% wished they could spend more time with their families and loved ones.

The film for the campaign shows a typical Singaporean family living a fast pace which ultimately results in them suffering from burnout.

SDC hopes the film will encourage more conversations between Singaporeans so that they strive to have a proper work-life balance.

The campaign is targeted at working adults and parents in Singapore and aside from the film, there will be an out-of-home (OOH) execution in the form of a billboard along the AYE expressway asking commuters: “Do you believe in life after work?”

Credits

Agency: BBH Singapore

Chief Creative Officer: Joakim Borgstrom

Creative Directors: Janson Choo & Khairul Mondzi

Senior Copywriter: Adeline Siow

Senior Art Director: Kenneth Foo

Business Director: Monideepa Nandi

Account Director: Manavi Sharma

Account Manager: Shu Li Tan

Head of Strategy: Thomas Wagner

Strategist: Zoe Chen

Data Strategist: Angel Martinez

Editorial Lead: Audrey Phoon

Agency Producer: Kim Lim

Production Company: Freeflow Productions

Director: Roslee Yusof

Audio Production: Fuse Adventures in Audio

Media Agency : Universal McCann

PR Agency : The Hoffman Agency

Client: Sentosa Development Corporation

Chief Marketing Officer: Lynette Ang

Marketing Director: Mira Bharin