Please tell us how the brand purpose inspired the work

SwedCham’s purpose is to facilitate collaboration between Swedish companies in Singapore and Singaporean companies. During Covid-19, businesses of all sizes and industries had to face challenges they'd never had before. SwedCham wanted to remind them that by standing together, we can face any crisis. SESG connected 12 Swedish multinationals with 12 Singaporean micro-businesses to collaborate and help each other during the pandemic. The highlight of the initiative is an 8-week OOH campaign across Singapore, funded fully by the Swedish multinationals. For the first time, 12 local micro-businesses (e.g. chicken rice stall, neighborhood tailor, hardware store, heartland fruit stall, etc) were seen on their very own billboards and double decker buses islandwide. By letting micro-businesses take the spotlight, the multinationals created unprecedented visibility for local businesses, but more importantly showed the entire business community that we can weather any storm when we collaborate and help each other.