RECASTING OUR COLONIAL PAST
In Singapore, we had always attributed the founding of our nation to Sir Stamford Raffles.
While he might have played a role, the truth is we are a nation made from the efforts of many people from different lands, not just Britain.
So how did we erode the outmoded teachings from old local textbooks to reframe the perspectives of Singaporeans?
By engagING Singaporeans TO RE-think history through thought-provoking experiences.
to commemorate Singapore’s bicentennial, we didn’t make it a celebration with a glorified variety show at the Padang.
We challenged the nation to change its mindset on how we came to be.
AWARDS
Gold PR Gong at Creative Circle Awards (Launch / Re-launch)
Silver Outdoor Gong at Creative Circle Awards (Best Use of Cultural Insights)
Silver at MARKies Awards (Most Creative - Government Sector / Non-Profit Marketing)
Silver at MARKies Awards (Most Creative - Out-of-Home)
Bronze Outdoor Gong at Creative Circle Awards (Best Use of Ambient)
Bronze PR Gong at Creative Circle Awards (Best Use of Cultural Insights)
Finalist Film & Branded Content Gong at Creative Circle Awards (Film - Broadcast &/or Cinema)
Finalist Craft Gong at Creative Circle Awards (Film & Branded Content - Visual Effects)
HOW DID WE START? BY DISPLACING Sir Stamford Raffles from his pedestal.
As a teaser, we made Sir Stamford Raffles disappear by commissioning an artist to render a trick-eye technique on the iconic statue. Effectively (almost) removing a veritable stumbling block.
THE GRAM, THE BROADSHEETS, THE MEMES DID THE REST.
This became a viral moment as Singaporeans began taking photos of the stunt and spreading it on their IG feeds. And while we roped in PR for attention in the national news channels, other platforms started covering the story. Soon, memes started appearing which can only mean the Millennials and Gen-Zs had started engaging with us. Bang. For. Buck.
BUT THAT’S NOT ALL. WE THEN LITERALLY RECASTED HISTORY.
We then returned the statue to normal but added Sang Nila Utama, Munshi Abdullah, Tan Tock Seng, and Naraina Pillai. Folks from other cultures and diasporas who helped build early Singapore, sending a message that our successes are due to a wider cast of people. People and peoples just as integral to our nation’s history and story.
A CASE STUDY VIDEO THAT SUCCINCTLY SAYS IT ALL:
OTHER THOUGHT-PROVOKING EXPERIENCES INCLUDED:
A TVC THAT REFRAMED OUR HISTORY WITH A NEW PERSPECTIVE
“A New Perspective”
Broadcast on FTA channels for greater reach.
A DNA TEST THAT SEEDED the CURIOSITY TO UNCOVER YOUR ROOTS
“Uncover Your Roots”
Through a DNA test, we got several members of the public to examine their ancestry a little close. These appeared as snippets on social media to engender talk.
A CULINARY EXPERIENCE THAT ENTICED YOU TO EAT YOUR HISTORY
“Eat Your History”
With acclaimed chefs, we recreated dishes from bygone eras and served them up at the Bicentennial Experience. To show how our own history and cuisines have been shaped by the foods, spices, and produce that coursed through our land.
RESULTS
There isn’t a proper way to quantitatively prove that this campaign made Singaporeans reimagine our history, but In all, this campaign generated:
Over SGD $2 million in earned media value
450% increase in related searches
22% increase in FB Page Likes
18% average engagement rates
And was covered by countless media outlets including:
