Background

Singapore is often known as one of the cleanest countries in the world. But that’s only possible because of the 56,000 strong workforce that clean the city, day and night. Without them, Singapore would not look the same. So how do we encourage citizens to pick up after themselves and not rely on the cleaners alone to keep Singapore clean?

Describe the creative idea

Unlike most government ads, we wanted to create content that was more engaging and fun. That’s why we partnered with Singapore’s favourite entertainer, Michelle Chong, to create a parody of another famous tidying up show, one that could help people spark joy by ‘un-littering.’ We created different methods of ‘un-littering’ and showcased them in an episodic series that was both educational and entertaining.

Describe the strategy

Singapore is often known as one of the cleanest countries in the world. But that’s only possible because of the 56,000 strong workforce that clean the city, day and night. Without them, Singapore would not look the same. So how do we encourage citizens to pick up after themselves and not rely on the cleaners alone to keep Singapore clean?

Describe the execution

Unlike most government ads, we wanted to create content that was more engaging and fun. That’s why we partnered with Singapore’s favourite entertainer, Michelle Chong, to create a parody of another famous tidying up show, one that could help people spark joy by ‘un-littering.’ We created different methods of ‘un-littering’ and showcased them in an episodic series that was both educational and entertaining.

List the results

345k views (FB) 1783 shares (FB) 398k reach (FB) 7k comments, likes and shares (FB) 3.6k views (YT)