Enterprise Singapore gives classic fairytales a business twist

Enterprise Singapore has unveiled its first integrated creative campaign, taking an unexpected creative route by weaving the growth stories of Singapore businesses into the fabric of classic fairytales.

Developed in partnership with independent creative agency The Secret Little Agency (TSLA), the campaign introduces "For where you’re growing", a refreshed brand platform aimed at redefining how growth is perceived and celebrated in Singapore’s vibrant SME ecosystem. With 99% of Singapore companies being SMEs and employing 70% of the workforce, Enterprise Singapore is keen to engage beyond the traditional B2B audience and shine a spotlight on the everyday challenges and triumphs of local businesses.

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Growth narratives often spotlight major milestones such as IPOs, funding rounds, or product launches. However, "For where you’re growing" challenges this notion by highlighting the often unseen, non-linear journeys of enterprise development. This includes moments of uncertainty, courage, pivots, and resilience that truly shape a business’s trajectory.

To illustrate this, the campaign features two brand films that cleverly retell familiar fairytales through the lens of real enterprises.

"Never doubt a duck" reimagines The Ugly Duckling to tell the story of Lucence, a Singapore-based biotech company making waves globally with its liquid biopsy technology for early cancer detection. The film follows an underestimated duck who, despite rejection and doubt, pursues a bold idea destined to change lives.

Similarly, "The mermaid’s market" channels The Little Mermaid to portray the journey of Tankfully Fresh, a second-generation family business that bravely leapt from traditional wet markets into the digital realm. It’s a tale of generational courage, reinvention, and conviction that resonates deeply with Singapore’s entrepreneurial spirit.

Beyond the films, the campaign deploys contextual out-of-home (OOH) and digital activations featuring bold statements about growth, inviting the public to rethink it not as a fixed destination but as an evolving journey where every step counts.

"For where you’re growing" is set to become the cornerstone of Enterprise Singapore’s wider communications strategy, supporting everything from everyday interactions with business owners to its flagship events. It marks a strategic pivot toward more authentic, relatable storytelling that champions the resilience and innovation powering Singapore’s SMEs.

“We champion enterprises of all sizes — from heartland businesses to global gamechangers. Growth isn’t always about moving faster or bigger; it can be about bouncing back, trying something new, or simply taking the next step. This campaign embodies our commitment to support enterprises at every stage, wherever they’re growing," said Alethea Nah, Enterprise Singapore’s executive director of corporate communications.

"Running a business today is tougher than ever. Our campaign needed to break through the enterprise marketing noise by telling stories that are both universally familiar and surprisingly fresh. Fairytales provide the perfect narrative device to capture the heart and humanity behind enterprise growth," added Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA. 

Enterprise Singapore is not the only Singapore brand to turn to timeless tales and folklore to add cultural depth and magic to marketing.

CHAGEE Singapore recently brought Alice in Wonderland to life with an immersive pop-up at VivoCity to launch its new Earl Grey tea series, blending British-inspired fantasy with an Instagram-friendly experience. The pop-up saw puzzle-solving activities, scent-guessing games and limited-edition Wonderland-themed merchandise including a Wander tag and a blind box charm keychain available with the purchase of two large tea bundles while stocks last. 

In 2022, POSB Singapore, together with TSLA, rolled out a three-part series that adapted classic fairytales into tales that teach financial literacy to children aged four to 12. 

The stories featured Alice, who learnt the value of sharing in Wonderland, Jill (instead of Jack) who learnt the virtue of spending and saving after being enchanted by Magic Beans, and finally concluding with Caleb and the Candy Factory, wrapping up the series imparting the values of saving, spending wisely and the joys of sharing.

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