Local filmmakers band together for Forward SG Festival campaigns

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Singapore’s Ministry of Communications and Information (MCI) has launched an integrated marketing communications campaign as part of its Forward Singapore (FSG) initiative. The campaign includes a flagship television commercial, four short films, and a roving interactive roadshow.

FSG, which began in 2022, aims to engage Singaporeans from all walks of life to refresh the country’s social compact. Dentsu Creative Singapore took charge of creative ideation, event activation, and omni-channel delivery for the campaign.

The campaign will also be activated through strategically placed out-of-home (OOH) and print advertisements.

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Featuring an adorable cast of babies, the flagship commercial, titled “Our Next Generation”, aims to remind Singaporeans of how present choices can significantly shape the future of the next generation.

Dentsu also partnered with four local directors, Boo Junfeng, K. Rajagopal, Siyou Tan, and Roslee Yusof, to deliver four short films for the campaign. These films aimed to reimagine success, aging, and community in Singapore.

“Film plays an important role in reflecting human experiences and shaping new societal culture,” said Stan Lim, chief creative officer at Dentsu Creative Singapore.

He added that the collaboration with local filmmakers aims to help Singaporeans understand the tangible outcomes of our refreshed social compact in a way that relates to our intersecting lives.

Additionally, an interactive roadshow, known as the “Forward SG Festival”, was launched by deputy prime minister Lawrence Wong on 27 October 2023 at Gardens by the Bay. The festival will move to various locations across Singapore from November 2023 to January 2024.

The festival features panels showcasing key recommendations from the FSG report, as well as a range of interactive experiences. Participants can share how they will contribute to the nation’s future at the “Holographic Pledge Booth” and customise avatars in virtual worlds at the “Shared Future Booth”.

Users can also interact with virtual identity “River”, which was developed using technology such as motion capture software, sensor-based body tracking, and a crowd simulation engine to bring the virtual world to life.

The initiative aims to “materalise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign,” added Prema Techinamurthi, managing director at Dentsu Creative Singapore.

This is not the first time a statutory board has roped in local artists in its campaigns. In October 2023, the Singapore Tourism Board partnered with local artist, Nathan Hartono, in a content series to reimagine ordinary moments in the country as unique experiences.

The series, titled “Singapore Close-Ups”, also featured the works of local photographers such as Qi Hao, Yafiq Yusman and Lenne Chai, as they captured Singapore’s iconic locations and hidden gems in creative and unique ways.

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