Great Eastern celebrates past and present

Singapore- Great Eastern Singapore has launched a new campaign comprising print, television radio and outdoor advertising, as part a year long celebration of its 100th anniversary.

The year-long campaign creative features old photographs set against present day settings to convey Great Eastern's progress and dedication to help Singaporeans enjoy better quality of life. The campaign features three vignettes to depict various life stages, namely 'Wedding', 'Vacation' and 'Birthday'. In 'Wedding', the vignette shows an old wedding photograph, set against a modern-day wedding scene where the bride in the photo is now the happy mother of the modern-day bride.  

Radio spots will air on local stations while the TVCs will run on local and cable TV, TV Mobile, and LED screens at Shaw House, Chevron House and Suntec Singapore. The TVCs will also be screened in cinemas in August.

Print executions will be featured at City Hall MRT Station and carried on double-decker buses travelling along Orchard Road and CBD areas.

Catalyst developed the creative work for this campaign, with media planning handled by Carat Media Services.

"I think the entire campaign not only celebrates the company's great achievements, but also helps to keep Great Eastern relevant and current in the eyes of consumers. By engaging director, Peter Bannan, to shoot the TV commercial and jazzing up the familiar Great Eastern jingle, we've managed to keep the brand forward-looking," Daniel George Wan, CD and managing partner for Catalyst, said.