Singapore Tourism Board asks people to rethink what they know about Singapore via new global campaign TBWASingapore – Campaign Brief Asia


TBWASingapore has released a new film for the Singapore Tourism Board (STB) that offers travelers a taste of not only the country’s iconic landmarks, but also lesser-known sights and unexpected experiences of multi-faceted Singapore .

The film is part of the SingapoReimagine campaign which urges travelers to realize their passion for travel anew.

Featuring Singaporeans from all walks of life, this film showcases what Singapore has to offer through its people and their passions and invites the world to look at Singapore with a new perspective.

“With the gradual lifting of border restrictions, people are now looking forward to their long-awaited journey and the opportunities to maximize their experiences. Hence the importance for us to challenge perceptions of Singapore as being just a small city, just all the skyscrapers, just an island; and show the world how it’s so much more. said Andy Grant, Executive Creative Director, TBWASingapore.


Ms. Choo Huei Miin, Chief Brand Officer, Singapore Tourism Board, said, “SingaporeReimagine encourages the rediscovery of new possibilities, to enjoy and explore in new and unexpected ways. As Singapore reopens, we are delighted to welcome return travel and what could be better than having us; Singaporeans highlight these experiences and their passions throughout the film.

Singapore Tourism Board asks people to rethink what they know about Singapore via new global campaign TBWASingapore
Singapore Tourism Board asks people to rethink what they know about Singapore via new global campaign TBWASingapore

“It was a great opportunity to welcome travelers back in style by positioning Singapore in a bold, unique and innovative way, and expressed through the diversity and inclusion of our people, places and experiences. “, added Ara Hampartsoumian, CEO. , TBWASingapore Group.

Director Roslee Yusof of The P Film Company added, “I wanted to show the world a place they’ve seen before, in a way they never imagined. There have been so many firsts for me, from speeding FPV drones, to drones with top-mounted cameras, to grabbing a boat and then kayaking for 30 minutes to get a two-second shot. All of this made me nervous, but it also made me realize that we are constantly reimagining the way we film Singapore.

The global film SingapoReimagine aims to support awareness and regain mindshare among global audiences. It showcases another side of what the city has to offer, from exciting new attractions and innovative dining concepts to wellness respites and sustainable experiences. The film featured many different locations in Singapore, such as SkyHelix, Cloudstreet, Southern Islands, Haw Par Villa, and Henderson Waves.

Singapore Tourism Board asks people to rethink what they know about Singapore via new global campaign TBWASingapore

Personalities featured (in order of appearance):
Nicole Midori Woodford (award winning filmmaker)
CS Ling (award winning wildlife photographer)
Jerome Dass (Edible Garden City Staff)
Yung Raja (rapper)
Ong Bee Yan (part-time model, entrepreneur)
Sandra Riley Tang (singer-songwriter)
Yip Pin Xiu (Paralympic Gold Medalist)
Mark Tai (First Winner of Singapore Michelin Guide Young Chef Award, Head Chef of Cloudstreet)
Vijay Mudaliar (award winning bartender and co-owner of the Analogue Initiative Bar)
Mr. Narajan Singh (Raffles Hotel)
Ted Chen (CEO of EverComm)
Chloe Chua (violinist)
Speak Cryptic (Artist)

Client: Singapore Tourism Board (STB)
Creative agency: TBWASingapore
Group Brand Director – Char-Maine Tan,
Brand Director – Amanda Lim
Brand Manager – Ng Xiwen, Evelyn Ng, Andrew Tan
Executive Director of Strategy – Judd Labarthe
Strategy Director – Jasmine Thio
Head of Innovation – Tessa Conrad
Executive Creative Director – Andy Grant
Creative Directors – Angie Featherstone, Eirma Webster, Peter Callaghan
Artistic Director – Jaron Ngoh, Ken Kaneko, Su-Lynn Goh
Editor – Gwendelyn Gomez, Amanda Devarajan, Akanksha Nair
Executive Producer (Sixtoes TV) – Sariyanti Sannie
Producer (Sixtoes TV) – Luke Pidgeon, Zahid Zameer, Mona Chua, Joelle Goh
Content Creator (Sixtoes TV) – Sery Jamali

Production Company: P Film Company
Director – Roslee Yusof
Director of Photography – Sng Ye Xiang
Executive Producer – Aundrea Bligh
Assistant director – Carl Siahaan
Production Assistant – Rachel Moore
Production Manager – Terence Tan
Localization Coordinator – Ashley Soo, Faraz Hussain
Assistant Director – Joey Tan, Kaiyue Li
1st/2nd Assistant Camera – Leslie Tan, Regine Yeow
Ronin Operator – Chris Ang
Ronin Tech – Ahmad Rifa’ie
Data Wrangler – Ernest Lee, Munesh Varadaraju
Blunderer – Benjamin Ong
Key Grip – Eljin Tan, Jeremy De Souza
Best Boy – Francis Lim
Grip – Ivan Yau, Zhang Jia Pei, Ben Teaw, Muhammad Hafiz Bin Norazmi, Ong Soon Lai, Li Jialing, Yang Yong Qing, Chia Wing Keong
Junior Grip – Muhammad Afiq Bin Aris, Eugene Foo, Khairul Hafizh
Sound engineer – James Choong
Artistic Director – Aloysius Norman Benjamin
Artistic Assistant – Nigel Soh Chee Hng, Muhammad Adli Bin Roslan, Chee Wei Ling Wendy, Pearlcelia Liong, Yoko Seko, Teo Ren Jie, Chastina Tham
Casting Director – Vivian Phua
Casting Associate – Praveena
Liaison Profile G – Sherann Tang
Wardrobe Stylist – Junior Lim, Mable Yeo
Costume assistant – Bernard Tan
Hairdresser and makeup artist – Lydia Thong
Hair & Makeup Assistant – Hazel Tan, Mandy Yeo
Production Coordinator – Yvan Mosbergen
Production Runner – Mus Kasim, Muhammad Firdaus Bin Jami (Kemek)
Production Assistant – Xena Kok, Hannah Yoong, Gabrielle Ng, Irsyad Bin Ngadirun, Eugene Lim

Drone Operator: Derrick Tan Drone Operator: Victor Wan Yi

SeaOPS Ltd
Singapore Yacht Reservations
Kairos Strategic Pte Ltd
Kairos Singapore Holdings Pte Ltd
Coxswains – Roy Soeigiarto, Ariel Soeigiarto, James Lim
Rescue Divers – Jimmy Choo, Nicholas
Lifeguard – Gasznne

Post production – KRAFTW5RKZ
Executive Producer – Xu Qiaojuan
Editor – Yong
Colorist – Ben Conkey
Support – Leong Beng Wee, Jasmine Choong, Kaye Cheok, Timothy Tan Online – Matthew Ho

Audio message – Song Zu Singapore
Executive Creative Director and Music Composer – Lindsay Jehan
Sound designer – Damian Enemark
Executive Producer – Donny Pereira

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