Singapore Kindness Movement: Be Greater

Credits & Description:

Category: Public Interest, NGO
Media: Print
Brand: Singapore Kindness Movement
Agency: 3-Sixty
Geo: Singapore
Advertising Agency: 3-Sixty Brand Communications, Singapore
Creative Director: David Khong
Creative Group Head / Copywriter: Collin Kam
Art Director: Yoki Koh
Executive Director: Stephen Choy
General Manager: Cindy Tay
Senior Account Manager: Ludwig Chen
Account Executive: Wong Jun Wai
TVC Director: Kristen Tan
Photographer: Nicky Loh
Published: July 2018
Synopsis:
A nationwide study discovered that Singaporeans and residents believe that they are already kind enough. They are more or less satisfied with the way things are – and have been for the past few years – and see no need to become even kinder. Yet another campaign about kindness would almost fall on deaf ears. The challenge was to redefine it, in a language and concept that would make everyone take notice, and see it with fresh eyes.
Thus, the agency came up with a radical campaign theme for the year – Be Greater.
Greatness. Sports brands hype it up as being the best, or surpassing your limits. In Singapore, it’s perceived as success – financial, career or sporting. Not anymore. True greatness is found not in your bank account, job title or trophy cabinet, but the impact you make and imprint you leave on the world around you with your positive deeds, words and attitude. It’s a challenge that was spread through a comprehensive integrated campaign including a manifesto TVC, print and OOH ads with true stories of greatness, influencers, digital content and even exclusive merchandise.
#BeGreaterSG
Popularity comes from hanging out with the right people. Respect comes from doing the right thing.