Ad of the Day: Singapore uses storytelling to show the world a new passionate side

Singapore Tourism Board (STB) has taken on a new approach for its major global campaign launch ‘Passion Made Possible’, which aims to show the world a more human side to the country.

Without entirely shedding its ‘clean and green’ image, the new campaign wants to position Singapore as a place where people can come to be who they want to be, rather than tick of a to do list.

The ‘Passion Made Possible’ tagline is part of a new branding for the country, which also launched this week, but the tourism campaign expands on the concept, focusing messaging around key ‘tribes’ that visitors and locals alike fit into. Since the campaign launched yesterday, however, not all Singaporeans have taken to the new concept.

The idea is that you don’t just go to Singapore to eat, you become a foodie. An overall film ‘Where Passion Meets Possibility’ introduces the theme of the campaign, while two additional sets of films aim to promote the ‘tribes’ and go deeper into specific stories from Singaporeans that are prime examples of these tribes.

In the first round of the campaign, the ‘foodie’ and ‘explorer’ tribe films will be launched and supported with activity in terms of content marketing, social media, paid media and events. Alongside that, a film about Malcolm Lee, a French-taught chef who returned to Singapore to launch the world’s first Michelin starred Peranakan restaurant Candlenut, aims to make the foodie concept more human, while nature guide and wildlife consultant Subaraj Rajathurai has been roped in to tell the story of the explorer.

A set of print executions have also been created that depict the personalities, again showing people that Singapore is a place for passions, not just a place to visit.

The new branding was created by Singapore agency The Secret Little Agency, while the tourism campaign was carried out by TBWA in Singapore.

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