The Ministry of Communications and Information needed a film to demonstrate the nation’s commitment to enhancing social mobility, and to show that every Singaporean will be given opportunities to succeed no matter their circumstances.
Instead of making a typical manifesto ad, we spotlighted 4 Singaporeans who achieved their goals despite the odds, and told their stories through 4 different film styles. Each film style was chosen based on our profile’s unique tale and the specific challenges they faced.
From an animation film to a vlog, to a film shot in one-take and even a stop-motion miniature short, we created an anthology series unlike any other – inspiring Singaporeans to rise above their toughest challenges together.
RESULTS
Over 2.5 million views
More than 4000 social media likes
Thousands of positive comments and praise from the public
More than 4000 social media likes
Thousands of positive comments and praise from the public
FILMS
Targeted at mid-career switchers, Desmond's journey from music content manager to radiographer was told through a seamless one-take film -- inspiring Singaporeans to keep moving forward despite the hurdles they may face.
Landscaper Ng Mun Hoe upskilled through the Progressive Wage Model and eventually moved up the ranks to become a supervisor. We brought his colourful story to life through the magic of animation.
Daniel's is a story of second chances. A former delinquent, he turned his life around at ITE and with support, went on to graduate from university. To hero the education aspect of this story, we challenged ourselves to tell Daniel's story entirely on his study table through a whimsical stop-motion 'miniature' film.
Zul had a tough childhood growing up in a low-income household. Today, she pays it forward through Project Hills, a ground-up initiative she started to help residents from rental housing estates. We went with a vlog-style treatment for her film to give viewers an intimate look at a day in her life, from her POV, and to add warmth and authenticity to her story.
