Team SG partners graffiti artist to back local Olympians with Kampong Glam mural

As the Olympics and Paralympics kicks into gear, Team Singapore's athletes have been honored with a mural painted by a local graffiti artist in Kampong Glam by Sport Singapore. 

The dynamic mural features some of the athletes representing Singapore at the Olympics and Paralympics for Team Singapore. The mural features archer Nur Syahidah Alim, sprinter Shanti Pereira, kitefoiler Maximilian Maeder, badminton player Loh Kean Yew and swimmer Yip Pin Xiu.

Don't miss: Study: 56% of Singaporeans will turn to television to watch the Paris 2024 Olympics

"We wanted to show support for our athletes in a big way – and a mural fits the bill. Working closely with the Team Singapore team, we collectively decided that this was a great way to show our support and to garner support from the masses," said Daniel Osgodby, account director at Mediabrands Content Studios Singapore (MBCS) which worked on the mural and campaign alongside Team Singapore. 

Osgodby added that he believes that our sporting heroes deserve a footprint in our community.

"Kampong Glam has become a center of creative expression for local artists through the different murals existing there, and we wanted to be in the heart of it all. Being where our audience is at also gives them the opportunity to interact with mural in a meaningful way – and show their support for our nation’s best," he added. 

Beyond the mural, Team Singapore is inviting the public to participate in a social media contest by taking pictures or posting a story of themselves at the mural. They then have to tag Team Singapore on Instagram and use the hashtag, #TeamSGWallOfFame.

The mural was painted by Mohammad Azlan, better known as Ceno2. His work is well-known within the local scene and is also world-renowned.

"His international acclaim made him the perfect match for this project – a true home-grown hero making us proud on the world stage. He embodies the One Team, One Dream spirit and brought the mural to life. We were impressed by his designs and vision for the mural – and final artwork speaks for itself," said Osgodby.

“I was thrilled to receive the phone call to work on this mural. I’ve been longing to do something related to Singapore. I was super excited to be able to create awareness with regards to our athletes who have worked so hard on their craft,” said Azlan in a conversation with MARKETING-INTERACTIVE. 

The mural is also part of a larger campaign to get behind our local athletes competing at the Olympics and Paralympics. 

Collaborating with Team Singapore, The One Team, One Dream campaign can be seen through various touchpoints: from a video in movie theaters, digital, and social media, to OOH posters at bus shelters and across the 5 CDCs in Singapore – including community engagement initiatives.

"The mural is one part of a larger campaign with the aim to rally Singaporeans behind our athletes and to show our unwavering support for them in Paris," said Osgodby.

The campaign comes shortly after Team Singapore picked 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 will channel 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, said Eugenia Tan, managing director of GOODSTUPH.

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