Title | A GIRL AND HER MAGIC BINOCULARS |
Brand | SINGAPORE TOURISM BOARD |
Product / Service | SINGAPORE TOURISM BOARD |
Category | B05. Visual Effects |
Entrant | TBWA\SINGAPORE Singapore, SINGAPORE |
Idea Creation | TBWA\SINGAPORE Singapore, SINGAPORE |
Production | SIXTOES TV Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Andy Grant | TBWA | Executive Creative Director |
Peter Callaghan | TBWA\Singapore | Creative Director |
Denise Cheong | TBWA\Singapore | Copywriter |
Renee Choo | TBWA\Singapore | Copywriter |
Max Tan | TBWA\Singapore | Art Director |
Sariyanti Sannie | SixToes.TV | Agency Executive Producer |
Mona Chua | SixToes.TV | Agency Senior Producer |
Madonna Koh | TBWA\Singapore | Brand Director |
Fernando Livschitz | Abundant Productions | Director |
Rix Zhou | Abundant Productions | Assistant Director |
Yarshini Sivanathan | Abundant Productions | Producer |
When Singapore closed its borders, we went from welcoming 19.1 million visitors to welcoming none. To try to cushion the social and economic impact, STB turned to domestic audiences, enticing them to rediscover Singapore and increase local spend. The problem with this is that Singaporeans often feel they know all there is about Singapore and that there’s nothing new to do. To challenge this mindset, we showed a more magical and whimsical version of Singapore to pique the curiosity of locals and inspire a spirit of exploration. We created a world rich with fascinating stories and characters, normally invisible to the naked eye, to challenge Singaporeans and invite them to rediscover and relook at the places they think they know so well.
The video is centered around a little girl exploring Singapore and discovering the fun and joy different places bring. The places seen are landmarks that are iconic and memorable to locals while known as must-visits for tourists in Singapore.
It was essential that we told the story with precision and focus on the transformations and magic of the city. The film starts off with them enjoying a family day, and the little girl is relaxed on the grass, enjoying the views. With a look of excitement, she starts looking at her surroundings through the binoculars and we witness an amazing magical world come to life thanks to the wonder of the visual effects used. Buildings that come to life, flying trees and shophouses as Tetris blocks fill the scenes and show that there is so much more to Singapore than meets the eye.