SkillsFuture Singapore
How to create prestige
On Singapore’s 50th anniversary, the government created a new national award — to honour working people who had excelled in their fields, the everyday heroes.
But without any mythical heritage or royal ceremonies to rely on, how could we build a sense of prestige? How could we inspire people to nominate themselves or others
The rings of honour
Taking inspiration from tree rings that symbolise growth and wisdom, we built a creative direction and visual identity strikingly different from any government comms.
From press and outdoor to social ads, brochures and websites — the rings even inspired the design of the trophies, and the grand stage on which they were presented.
Influencers? How about the Head of State?
Stories worth telling. And sharing.
On social, our strategy turned conventional wisdom on its head.
Long posts about ordinary people. Rehabilitated prisoners turned art teachers, bakers, bartenders, a Michelin-recgonised noodle seller. The stories ran for over two years featuring over 200 people.
They consistently achieved record engagement rates on Facebook and Instagram — for a government department that rarely got any engagement at all.
The results
A server-crashing number of award nominations and widespread media coverage in the inaugural year.
The campaign ran without changes the next year — the ultimate compliment from a client who, like the country they represented, were never satisfied.