FROM GRACE TO GRIT

TitleFROM GRACE TO GRIT
BrandMINISTRY OF COMMUNICATIONS AND INFORMATION
Product / ServiceNOT APPLICABLE
CategoryB07. Not-for-profit / Charity / Government
EntrantDDB SINGAPORE, SINGAPORE
Idea Creation DDB SINGAPORE, SINGAPORE
Production CHUAN PICTURES Singapore, SINGAPORE
Post Production CHUAN PICTURES Singapore, SINGAPORE

Credits

Name Company Position
Jeff Cheong DDB Group Singapore Dep Chief Executive Officer
Benson Toh Tribal Worldwide, Singapore Executive Creative Director
Thomas Yang DDB Group Singapore Executive Creative Director
Troy Lim Tribal Worldwide, Singapore Creative Consultant
Benny Khoo Tribal Worldwide, Singapore Senior Creative
Huiyu Ong Tribal Worldwide, Singapore Senior Art Director
Jun Hong Tan Tribal Worldwide, Singapore Senior Copywriter
Bettina Feng DDB Group Singapore Head of Broadcast
Karen Leong DDB Group Singapore Senior Producer
Joanne Lee DDB Group Singapore Producer
Alvin Lee Chuan Pictures Director
Royston Tan Chuan Pictures Executive Producer
Karen Khoo-Toohey Chuan Pictures Executive Producer
Chuck Tham Chuan Pictures Director Of Photography
Chris Koh Chuan Pictures Art Director
Mun Chong Yim Iceberg Design Editor
Jim Lim Chuan Pictures Composer
Eric Tan Iceberg Design Online Post Production
Xander Toh Sphere Wave Studios Audio Post

Write a short summary of what happens in the film

COVID-19 has greatly impacted the economy, cause disruptions to many industries and the livelihoods of many Singaporeans. To inspire Singaporeans, we tapped on the iconic Singapore Airlines to tell the story of a cabin crew who found her wings serving in the healthcare sector after COVID-19 grounded flights worldwide. The story begins at the early stages of the pandemic, where the spread of the virus has resulted in the massive slowdown of the aviation sector. Our protagonist struggles to come to terms with the abrupt halt of her career. However, when a new opportunity to work in a hospital arises, she is torn between doing her part during the pandemic and keeping her parents safe. She finally decides to take on the new job and excels at it, thanks to her training as a Singapore Airlines stewardess. We reveal that she took on the job after encouragement from her parents.

Cultural / Context information for the jury

Singapore Airlines is a source of pride among Singaporeans. When the pandemic hit, many wondered what would happen to the iconic SQ Girl. To inspire Singaporeans, the film highlights an initiative by Singapore Airlines that brought the world-class services of the SQ Girl to the healthcare sector to support the fight against COVID-19. Many of them became frontline workers, supporting doctor and nurses during the pandemic. The initiative won widespread acclaim and served as a testament to the resilience of Singaporeans. The film also features excerpts from Singapore Prime Minister Lee Hsien Loong’s May Day Rally, a first in Singapore. It is a reference to the pioneering generations of Singaporeans, who at pivotal points of our nation’s history, overcame the challenges to take Singapore from third world to first. This is a powerful national narrative that Singaporeans are fiercely proud of and embodies what it means to be a Singaporean.

Links

Video URL   |   Supporting Webpage