This Max Maeder Olympic post by Team SG wins gold (we think)

Team Singapore has gone all over Singapore to celebrate the Singapore kitefoiler Maximilian Maeder's Olympic bronze medal which he won for the country on August 9 in Paris. 

In an Instagram Reel, Team Singapore went all over Singapore to find references to Maeder's name and to place congratulation messages. 

These included MRT stations such as Maxwell, Maxwell Food Centre, maximum height limit signs and even maximum water limit levels on kettles. 

Don't miss: Loh Kean Yew, Kiria Rahman and Maximilian Maeder shine in inspiring Singtel film

The signs accompanying the references included words such as "slay", "in his winner era", "main character energy" and more. 

"The insight was heartfelt: after Max’s remarkable Olympic win, his name was bound to be on everyone’s lips. We saw it everywhere, and soon, so would everyone else," said Eugenia Tan, managing director of GOODSTUPH which worked with Team Singapore on the post. 

"The idea was to playfully hijack the word 'Max'—a nod to how our much-loved kitefoiling athlete, Maeder, has become synonymous with his Olympic victory, much like how 'Post-its' have become synonymous with sticky notes," Tan said in a conversation with MARKETING-INTERACTIVE. She added:

The video is a visualisation of what’s already happening in the minds of Singaporeans, where every 'Max' word now carries a new, celebratory meaning.

Tan added that it anticipated that the news would cover his story extensively, so it wanted to add its own special touch—a fun, heartwarming twist that embodies the sincere, down-to-earth, and supportive spirit of Singapore.

"The kind of spirit that brings a smile to your face and makes you feel genuinely proud to be part of this community," she said. 

She added that its goal was to touch every aspect of Singaporean life, leaving no ‘Max’ unturned.

"We wanted to create as many moments of joy and connection as possible, where people could see the name Max and immediately think of his victory. We featured everything from public landmarks such as Maxwell MRT Station and ‘Max Limit’ road signs to more personal, everyday items like the ‘Max’ level on a kettle. It was all about creating those ‘aha!’ moments where people see the name Max and instantly connect it to his Olympic triumph," she said. 

Tan explained that the project was a labor of love that was done in real time. She said:

With less than 24 hours to bring the idea to life, we gathered our team for a quick brainstorming session. We refined the concept, shared it with our supportive partners at Team Singapore and Sport Singapore, and set things in motion immediately.

She said that the speed and spontaneity of the process only added to the authenticity and heartfelt nature of the piece.

"This campaign captures what it means to be part of One Team Singapore—supporting our athletes with pride and uniting our nation in celebration. The clever use of 'Max' throughout our city reflects how deeply Max Maeder’s success has touched our collective consciousness, and we are thrilled to see how it has brought smiles to Singaporeans everywhere," said Team Singapore in a statement to MARKETING-INTERACTIVE. 

"Social media today has evolved beyond mere engagement; it’s about crafting experiences that entertain, inspire, and celebrate. This approach has been validated through our journey with Team Singapore and Sport Singapore, where we’ve seen our efforts double follower counts and triple engagement rates. It was a privilege to create content that brings smiles to a nation and celebrates our collective pride," added a GOODSTUPH spokesperson. 

Team Singapore is currently working with MullenLowe and GOODSTUPH to handle its creative campaign at the Paris 2024 Olympic and Paralympic Games with Mullenlowe and GOODSTUPH collaborating on the social media remit of the scope.

MullenLowe will spearhead the overall campaign initiative, aiming to unite the nation behind Team Singapore with compelling narratives and visuals.

GOODSTUPH on the other hand has been channelling the vibrant energy and enthusiasm of the Gen Z audience on TikTok, creating captivating content that not only engages but also mobilises this dynamic demographic to passionately support our athletes.

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