SOMEBODY RC60S

TitleSOMEBODY RC60S
BrandASSOCIATION OF APEX CLUBS SINGAPORE
Product / ServiceAPEX CLUBS OF SINGAPORE
CategoryA01. Creative Effectiveness
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company LEO BURNETT GROUP SINGAPORE, SINGAPORE
Advertising Agency LEO BURNETT GROUP SINGAPORE, SINGAPORE

Credits

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

Brief Explanation

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.