GIC uses seemingly innocuous objects to share stories of its history

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Singapore sovereign wealth GIC's latest 40th anniversary campaign aims to share untold stories of its history, which is closely intertwined with the reserves management story of the nation. The anniversary campaign uses seemingly innocuous objects to unveil different episodes in GIC’s history. For instance, a chair symbolises how GIC started out from humble beginnings, as the company’s first MD began his tenure with an empty office and a borrowed chair. Another example is how a pen embodies the pioneering vision of GIC’s founding leader Goh Keng Swee, who rewrote how Singapore managed its reserves.

Done in collaboration with 72andSunny Singapore and VaynerMedia Asia Pacific, the integrated campaign will be marketed across OOH, social and digital touchpoints such as Spotify and TikTok, and aims to drive viewers to a microsite where they can explore the stories that shaped GIC in-depth, and continue to inform its mission moving into the future. MARKETING-INTERACTIVE has reached out to GIC for the monetary value of the campaign.

Mah Lay Choon, senior VP of communications, GIC, said that the role of the reserves as a rainy day fund was demonstrated so clearly during the pandemic. “As part of GIC’s commemorative year, we wanted to create awareness of the little-known, historical episodes that shaped GIC’s pre-history, where Singapore’s founding leaders safeguarded Singapore’s reserves. Through these stories, more will understand how GIC came to be, born of Goh’s bold vision, and how that spirit continues to drive GIC to secure Singapore’s financial future,” she added.

72andSunny’s work for GIC comes on the back of recent wins for the Singapore University of Technology and Design, OPPO, and buy now pay later brand Atome. The agency also saw a slew of hires this year. In June this year, the agency bolstered its team with three new hires - art director Iris Teoh, writer Yasira Yusoff, and brand coordinator Vanessa Chua. Teoh and Yasira were a creative team previously at Arcade and Digitas, working across brands such as Coca-Cola, HSBC, and Mercedes-Benz.

The agency also promoted Ida Siow to the role of president leading the Singapore office in February this year. Siow previously helmed the role of executive strategy director when she joined the agency in 2019. Siow has over 15 years of experience in major networks across the world.

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