Omnicom Group-owned agencies BBDO Singapore and OMD have tied up to launch an initiative to spotlight frontliners' efforts using testimonials of COVID-19 survivors. Titled "#BeyondTheCase", the initiative features a series of posters of the photographed survivors, accompanied by their personal testimony, and heartfelt messages of gratitude. The posters aim to show appreciation, and inspire and encourage healthcare workers and hospital staff around Singapore during this difficult time. It also aims to put faces and voices to reported COVID-19 case numbers, and take it beyond just statistics.
The posters were launched in tandem with the end of the Circuit Breaker period, as activities resume safely and the public return to take to the streets to witness these stories. The posters were placed at bus and taxi shelters situated near hospitals around Singapore. According to a press release, over 300 media spaces from Clear Channel Singapore were obtained by OMD. Some of the posters mention the heroic ambulance drivers, nurses, doctors, and even housekeeping staff who directly impacted survivors.
In order to maintain safe distancing measures while launching the initiative, BBDO Singapore partnered with Belgian photographer Jef Boes to conduct the "photoshoot". He shot each survivor through FaceTime on his iPad. BBDO Singapore worked with EG+ to create the final artwork.
Nick Morrell, managing director of BBDO Singapore, said this initiative is the agency's way of contributing to the efforts of frontliners. “It’s a beautiful collection of stories that will touch your heart, and hopefully touch the hearts of all frontliners and hospital staff who are doing such an amazing job. I’m proud of our team for helping voice the thanks of survivors. If it makes even just one of our wonderful nurses smile, it’s done its job," he added.
Chloe Neo, managing director of OMD Singapore, said it was quick to agree to the collaboration proposed by BBDO Singapore. As many of its staff have family members or friends who are working on the frontline, as do its clients and many Singaporeans, the initiative is a manifestation of deep respect and heartfelt appreciation from the agency for every frontliner, Neo added.
Meanwhile, earlier in April, BBDO closed its office in Malaysia and, as Marketing understands, has laid off 21 individuals and will exit the market over the next three months. BBDO was said to also reducing its Hong Kong presence to a small regional team, and will concentrate its creative resources and work from that market into Beijing and Shanghai. It is understood that 16 employees in Hong Kong have been laid off.
In an exclusive statement to Marketing, chairman and CEO of BBDO Asia, Jean-Paul Burge, said then that it is not going back to how things were but moving forward instead. As such, it has decided to realign its capabilities and resources with the expectations and demands it anticipates from clients in the future, and thus the potential for BBDO's business in the region.
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