Here is SG
Singapore Tourism Board
TBWA\Singapore
Overview
The Singapore Tourism Board (STB) commissioned us to create a sculpture that celebrates all its citizens and everyone who helped build one of the greenest cities in the world: Singapore.
The Challenge
At a time when Singaporeans were coming out of one of the world’s toughest responses to Covid, the Singapore Tourism Board commissioned us to create a sculpture that embodied Singapore’s destination story: “Passion Made Possible” (PMP).
The Solution
As a young nation with few natural resources, Singapore has always depended on the tenacity and resourcefulness of its citizens. This was the root of our creative idea to make the sculpture anamorphic in nature, featuring the PMP brand logo (SG mark).
This 20m-long and 3.5m-high sculpture is a deconstructed SG mark that converges in full when viewed from a single point. Inclusive and interactive, people are invited to sit or lounge in its space.
Made of 100% reconstituted timber and adorned with local plant species that absorb carbon from the air, “Here is SG” embodies Singapore’s commitment to a more sustainable future.
The Results
Singapore Tourism Board’s key-opinion-leader paid collaborations reached 8.75 million+ audiences across different passion groups (e.g., fitness, lifestyle, family, music, and photography) and garnered an engagement rate of 20.5%, 16.5% higher than the industry benchmark (4%).
Overall, the sculpture garnered a total reach of 49 million across STB’s paid and owned media across social and online platforms.
Through the increased brand resonance and social currency with audiences, “Here is SG” has helped STB achieved their objective of raising awareness and advocacy for the PMP brand and Singapore’s larger destination story.
