Singapore Government champions underdogs in a campaign to show it is a place to build a business
Singapore’s Economic Development Board (EDB) has a unveiled a new global campaign to promote Singapore as a preferred location to start and grow a business.
The campaign, which is named ‘Singapore’s Impossible Stories’ and created by The Secret Little Agency (TSLA), is EDB’s first campaign based on the new SG nation brand that was launched last year. It wants to champion those who ‘love proving the world wrong’, a spin-off of the story of Singapore.
It features real success stories of brands based in Singapore, like Singapore Airlines, Razer, One Championship, Grab and The Asian Scientist Magazine; and cameos from their respective leaders including Chatri Sidyodtong, Anthony Tan, Lim Kell Jay, and Juliana Chan.
The launch of the campaign was held at Straits Clan on 15 November, where there was also a panel consisting of Ninja Van, One Championship, Facebook and EDB discussing defying the ‘impossible’ and making global impact from Singapore.
“In today’s competitive business climate, the campaign shines the light on Singapore as the place where entrepreneurs and businesses defy the odds to achieve success and progress in their fields. This is very much the story of how Singapore went from the third world to first when few gave the country much chance of survival,” said Dr. Beh Swan Gin, chairman of EDB.
“This campaign is an invitation to like-minded individuals and companies all around the world to discover new possibilities in, and with, Singapore.”
Hanyi Lee, partner, and executive creative director TSLA, added, “As a country with humble beginnings, Singapore has harnessed an infinite resource of passion, tenacity, and ambition to achieve what many others thought was simply impossible. This campaign is a true coming-of-age story and a huge source of pride for a Singapore-founded agency like ours.”
The full campaign can be viewed here.