In 2021, Singapore faced a new hurdle in its COVID-19 battle: the emergence of the highly infectious Delta variant. With a zero-COVID strategy looking unlikely, the government announced a 3-pronged game plan to move Singapore safely towards a new normal. This involved rigorous testing, widespread tracing of cases and ramped-up vaccination efforts.
To get the word out, we created the first COVID-19 'safety video' to guide Singaporeans towards life in the new normal. Done in the style of an airline safety video, our film takes Singaporeans on a trip around the island, and features iconic landmarks, creators and influencers from all walks of life delivering instructions for a safe reopening. The result? A fun, colourful music video and an instant earworm that ensured our message, 'Test, Trace, Vaccinate' , stuck.
AWARDS
MARKIES 2022 / MOST CREATIVE COVID-19 CAMPAIGN / GOLD
MARKIES 2022 / MOST CREATIVE COVID-19 CAMPAIGN / GOLD
FILM
Shot by acclaimed director Royston Tan during peak COVID, this music video was produced remotely and took into account Singapore's many COVID-19 rules. Fun Fact: Talents had to be masked in every scene -- unless they were indoors, drinking beverages, on a film set or doing sports.
Annette Lee
Mark Lee
Mingwei & Dad
Siti Khalijah
Yung Raja
RESULTS
Our flight safety-inspired campaign soared above and beyond all expectations -- garnering international headlines, praise from the public and importantly, driving Singaporeans to vaccination centres islandwide.
