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APAC Creative Work of the Week: DDB helps Singapore government make retirement planning appealing

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By Charlotte McEleny, Asia Editor

July 26, 2016 | 2 min read

DDB Singapore has created a campaign for the Ministry of Communications and Information in Singapore to help make retirement planning more appealing to its citizens.

The campaign used famous Singaporeans and turns them into a their animal alter ego to explain the benefits of planning for retirement, with the aim of making the topic a lot more entertaining and palatable.

The quirky campaign is a reaction to reports that suggest that Singaporeans are spending less time planning for the later stages of life, so the government is taking a proactive approach to ensure this doesn’t leave problems in the future.

The spots feature actor, comedian and radio personality, Suhaimi Yusof as a squirrel, comedian and actor Chua Enlai as a hermit crab, Ahamed Ali Khan appears as an elderly sparrow and Liu Ling Ling and Wang Lei are hares.

The four-part series will run on local television, selected cable channels, digital screens and cinemas till end July. The films are also being seeded online.

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

By Singapore Ministry of Communications and Information

Overall Rating 4/5

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