Temasek Holdings — Brand Repositioning Campaign

The Great Singapore Replay: Season 1

Through music as the universal of language to connect with the community. It is a history in the making where we will see the first-ever remaking of old classics to new musics.

"TSGR is an initiative to encourage the discovery of Singapore’s rich musical heritage and supports a diversity of local music talents. The biennial programme nurtures and inspires emerging young music talents in Singapore by collaborating with established artists and the wider music industry in creating original Made-in-Singapore songs."

We saw a good opportunity for Temasek to showcase their ability to not only helping its community by providing a platform for the youth to shine, it also can help to revive the long-lost local music industry. Hence, we created a campaign branding, alongside with an interactive microsite, 10 video episodes and other contents leading to the grand finale concert.

With an objective in mind, which is to help to bridge Temasek and community through the universal of language.

Selected Press bandwagon.asia The Straits Times The Peak Magazine Campaign Asia

Roles

Creative Lead for Conceptualisation, Art Direction & Campaign Execution

Pitching Team: Mel Clancy (CD) & Wilson Foong (Sr. AD)

Year

2017

Campaign branding was created from scratch.

We developed a brand style guide and digital assets for the local music artists to influence their fans on their social media channels. This guidelines was created to be able to scale for the subsequent seasons.

See Brandguide

Phase 1: Singapore voted on the local classics they wanted to reimagine.

The idea was to time travel back to the 70s, to bring back the nostalgic experience where jukeboxes were then widely seen islandwide.

My challenge was to create an immersive experience with voting features online & offline. These physical jukeboxes were fabricated and placed in the heartlands, and online voting jukebox was integrated into the campaign microsite.

The approach was to allow Singaporeans to vote their classic hits easily.

Phase 2: Putting a new spin on old classics

As we revealed the top 10 most voted songs to be reimagined by our new budding artists, we also delved deeper into what it takes to be a musician, their inspirations and most importantly, their collaboration journey in the making of reimagined classic hits through a series of webisodes.

These webisode series inspired an open dialogue around themes of cultural identity, creativity, pop culture, music history and more.

Pushing the experiences further

Along with the weekly webisodes, we put our fans to test with questionnaire challenges on social media channels. The winners stand to win limited edition prizes such as The Great Singapore Replay Collectible Band Set & Tote bags.

We also designed reimagined new classics into posters and postcards as giveaways.

The Great Singapore Replay - Social content

Phase 3: Driving audiences to the finale concert

Moving Singapore to a New Beat with Replay Jams

On the day of the concert, we launched the reimagined old classics via microsite as well. The microsite was given a new look with the integration of old and new classics songs for our fans to immersive with the songs they loved.