Make Time by BBH Singapore
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?”
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