Title | FROM GRACE TO GRIT |
Brand | MINISTRY OF COMMUNICATIONS AND INFORMATION |
Product / Service | NOT APPLICABLE |
Category | B07. Not-for-profit / Charity / Government |
Entrant | DDB SINGAPORE, SINGAPORE |
Idea Creation | DDB SINGAPORE, SINGAPORE |
Production | CHUAN PICTURES Singapore, SINGAPORE |
Post Production | CHUAN PICTURES Singapore, SINGAPORE |
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 |
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.
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.
Video URL | Supporting Webpage