Icons of Singapore Client: Ministry of Culture, Community & Youth (MCCY)

Icons of Singapore 
Client: Ministry of Culture, Community & Youth (MCCY)

For a young nation like Singapore, turning 50 is quite a big deal. Naturally, our client – the Ministry of Culture, Community & Youth (MCCY) – wanted to kick-start the celebrations early and get Singaporeans involved. But here’s the problem. Majority of Singaporeans have become increasingly jaded over the years and didn’t see a meaning in being part of the celebrations.

To launch what would be a multi-phased campaign spanning two years, we created and designed 49 red icons featuring quirks and very “Singaporean things”, and placed them in many different spots all over the island. We gave Singaporeans 49 reasons to celebrate the Little Red Dot.

MCCY D&AD_FINAL

Overnight, we blanketed the island in red. From traditional media spaces like bus stop adshels and popular local websites to unconventional ones like pin-badges and car decals, these “little red dots” were everywhere.

We created a microsite where people could read and learn more about each of the icons. But it didn’t stop there. Singaporeans started to engage in conversation – liking, commenting, and even debating which other icons they’d love to have seen featured. People started to rediscover their love for the nation. We invited people to guess the 50th icon (SG50 logo) and revealed it at the campaign’s launch event.

Agency: Ogilvy & Mather, Singapore
Creative Director: Melvyn Lim
Creative Director: Xander Lee
Copywriters: Airina Chan, Augustus Sung
Art Directors: Raziff Lau, Jaz Loh, Andy Xu