Singapore Ministry of Communications and Information: advert-body-2 by DDB Singapore

Shot in a documentary-style with a David Attenborough-like narrative, DDB aims to breathe new life to the age-old topic of retirement planning in a Singapore government campaign for the Ministry of Communications and Information (MCI).

With reports suggesting that Singaporeans are spending less time thinking – let alone planning – for retirement, more needed to be done. The campaign by DDB Group goes back to primal instincts, using animal metaphors to make the case for planning and retiring well.