Title | SOMEBODY RC60S |
Brand | ASSOCIATION OF APEX CLUBS SINGAPORE |
Product / Service | APEX CLUBS OF SINGAPORE |
Category | A01. Creative Effectiveness |
Entrant | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Entrant Company | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Advertising Agency | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
The Gunnery Singapore | Production Company | |
Evan Roberts | The Gunnery | Sound Producer |
Dave Yeo | Leo Burnett Group Singapore | Agency Producer |
Kenneth Chiew | Leo Burnett Group Singapore | Associate Account Director |
Mike Dela Cuesta | Leo Burnett Group Singapore | Senior Writer |
Sheila Dela Cuesta | Leo Burnett Group Singapore | Senior Writer |
Chris Chiu | Leo Burnett Group Singapore | Executive Creative Director |
Singapore’s dramatic economic rise has led to some residual issues within society. The people of yesteryear who built the foundations of modern day society lived in different times. The “Kampong’ spirit was strong in Singapore in those days, with the role of family and community woven into the heart of societal structure. Those people are now approaching old age and many are beginning to lose their mental and physical faculties. Because Singapore is so different today, the younger generation has little comprehension for the values that the elder generation lived by, or indeed the vast achievements and contribution that they made. And so when they see elderly people who have lost the ability to look after themselves, they see helpless useless people, and not the great pioneering person ful, of lifetime’s achievements that this person almost certainly once was. The impact on Singapore could be very bad. If the state has to provide for all of Singapore’s elderly, it will go bankrupt.. Simply put, family’s need to care for their own. And so at the heart of this creative challenge was to make younger Singaporeans deeply question themselves on views they had that needed fundamental change. We chose radio to do this because we though it provided the most dramatic choice of media to make our target audience think.