For today’s High Five from Singapore, Tay Guan Hin shares his favourite pieces of work from the past few months that are inspired by a misprinted website, the celebration of small businesses and a powerful government video that celebrates those who serve in the Navy. Tay Guan’s choices take a slightly sinister turn in the National Crime Prevention Council’s everyday love story of Brandon and Ella. “The plot twist makes it compelling if you thought this is just a predictable online love story. I won't spoil the surprise for you…”
VISA - 'Transforming SME to Go Digital'
Given the challenging conditions for small business today, it's nice to see companies playing their part to help. Using our small mobile vertical screen to frame how small and cramped SMEs are is a smart way to demonstrate the urgent need for them to transform their business digitally with the help of VISA. Content specifically shot for the right platform is always more effective than retrofit ideas that don't use the media well. Simple. Charming. Engaging.
IKEA - 'Misprinted Bags'
IKEA printed the wrong website address on the KLAMBY reusable bag, but they won't scrap them because it's reusable. They're 'Limited Quality ALAMAK'. ALAMAK is a Singapore local expression to display dismay or shock as one would with 'Oh, no!'. It's brave for a company to laugh at its own mistakes, but it's even more courageous to find a solution not to dispose of the bags to care for the planet. Love the honesty and authenticity of how Ikea approached the issue. Well done.
Singapore Tourism Board - 'Singapore Rediscovers'
This whimsical and SFX driven film, seen from a girl's eyes through the lens of binoculars, is an excellent way to reinterpret familiar Singaporean landmarks. By showing fresh perspectives like floating supertrees at Gardens by the Bay, dancing murals at Kampong Gelam, Tetris blocks floating in Chinatown, and bobbing cable-cars lining the skies of Sentosa, it created a magical approach, unlike many predictable tourism ads. Director Fernando Livscgitz, famous for his surreal / dream-like films, brought this idea to life. It did make me feel like revisiting some old places after watching this. Love the soundtrack.
National Crime Prevention Council - 'Spot the Signs'
In partnership with the Singapore Police Force, this new film comes from real people's testimonials to deliver the idea of "Spot the signs. Stop the crimes." There are tons of dating websites and apps; finding love has never been easier. In Singapore, online dating scams rose during Covid-19. Most women believe this will never happen to them. By offering the audience a fly-on-the-wall view of their growing fondness for each other, we are pulled into their romantic journey. The plot twist makes it compelling if you thought this is just a predictable online love story. I won't spoil the surprise for you.
Ministry of Defence Singapore - 'It's Not Crazy. It’s the Navy'
Singapore Government account seems to be producing the most exciting work these days. For the Navy to use the word 'crazy' is a massive step in creating a conversation with the general public. Typically, government ads play it safe by showing a happy family not to stir up any negative sentiment. Instead, it begins with a heated scene between a father and her daughter, who has decided to join the Navy. We have all seen 'craziness' as a theme for brave brands like Nike, so kudos to the Navy for taking this on. I hope no matter what the public says; the Singapore Navy will stand by this work and not back down when they receive any negative comments.