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Throwing Away Trash Right Makes the Day Bright in Singapore's Cleanliness Music Video

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Public Hygiene Council spot from Wunderman Thompson Singapore and director Kenny Ong launched on SG Clean Day

Throwing Away Trash Right Makes the Day Bright in Singapore's Cleanliness Music Video

The 'World’s Cleanest Country' Singapore now has its very own music video about cleanliness.

On SG Clean Day (25 April), Public Hygiene Council and Wunderman Thompson Singapore launched a cheerful upbeat song for their latest campaign – Together, We’re Better Without Litter. The campaign aims to encourage people of Singapore to take responsibility, ownership and pride in keeping Singapore clean.

While Singapore may be internationally known as one of the cleanest countries in the world, the country continues to work towards becoming a Zero-Litter Nation by encouraging a culture where everyone in Singapore will clean up after themselves and dispose trash correctly. 

While there have been many anti-littering campaigns in the past years, Wunderman Thompson Singapore took a distinctive step away from the usual stern and shaming angle to portray a more hopeful spirit of togetherness.

“When considering the approach, we took inspiration from 2020,” said senior strategy director Neha Tejuja. “Despite the doom and gloom of the year, the solidarity and positivity displayed by Singaporeans showed how communities can bond and come together for a common goal.”

The result was an upbeat and bright music video that Singaporeans can groove to. The colour-pop and stylistic sets feature Singaporeans of different age groups and races working and dancing together to dispose of trash correctly. 

“While public hygiene is a serious matter, especially in today’s climate, we wanted to ride on the wave of positivity and bring across the message with a little light-hearted content that can cheer everyone up,” says chief creative officer Mateusz Mroszczak.

“A little positivity goes a long way to nurture the right cleanliness culture in Singapore especially in the current climate,” says Edward D’Silva, chairman of the Public Hygiene Council. “Keeping Singapore clean is no easy feat. As our cleaners step up hygiene and cleanliness standards, we also need everyone to take ownership and clean up after ourselves. We hope that the uplifting video will remind and inspire all to take pride in our public hygiene because Together, We’re Better Without Litter!”

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Agency

Agency: Wunderman Thompson Singapore

Neha Tejuja: Senior Strategy Director

Gerald Chue: Creative Director

Tulika Shanker: Associate Creative Director

Nicholas Chia: Associate Creative Director

Kimie Ong: Executive Producer

Fred Eng: Business Director

Hazel Lim: Senior Account Manager

Ser Wei Kam: Account Executive

PRODUCTION

Production house: The Momentum

Director: Kenny Ong

DOP: Kelvin Chew

Producer: Hazel Ngiam

Post House: TheMomentum Pte Ltd

Editor: Sheena Aw

Colourist: Eugene Seah

Animation House / Animators: Jeow Jiayin and Sheena Aw


AUDIO PRODUCTION

Music Composition: Two AM Music Global

Sound Design & Final Mix: Two AM Music Global

Music Director: Oliver Stutz

Composer: Adriane Palikat

Sound Designer: Amier Nelson & Shir Li Lau

Audio Producer: Darna Aminuddin

Categories: Government, Corporate, Social and PSAs

Wunderman Thompson APAC, Mon, 24 May 2021 13:21:00 GMT