NLB challenges creators to bring archival gems to life

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GOODSTUPH has been appointed as the creative agency for the National Library Board’s (NLB) latest campaign, “Be Inspired by history”. The campaign invites Singaporeans to tap into the wealth of historical resources from the National Library (NL) and National Archives of Singapore (NAS) to create original works.

At the heart of the campaign is a compelling brand film titled “Past meets present”, showcasing three creators who bring Singapore’s history to life in unique ways. Lim Yee Hung, co-founder of the WhatsApp discovery game HIDDEN, connects people with their neighbourhoods; Ho Yong Min, creator of The Urbanist Singapore, uses maps and photographs to explore the city’s urban evolution; and chef Hafizzul Hashim reimagines Southeast Asian heritage dishes at Restaurant Fiz through historical recipes.

The film illustrates how archival photographs, maps, and oral histories can spark fresh ideas, proving that history is not just to be remembered, but to inspire new creation.

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Beyond the film, the campaign includes a microsite featuring curated archival resources, and a creative contest encouraging Singaporeans to submit original works from short films and social posts to artworks and recipes, inspired by NL and NAS collections.

Submissions are open on YouTube, TikTok, Instagram, and Facebook until 23 October 2025. Prizes include an iPad Air (M3), Insta360 X4, and more, judged on originality, execution, and meaningful use of archival material.

Jimmy Yap, project lead and editor-in-chief of BiblioAsia, said, "For many years, NL and NAS have served as rich sources of inspiration for creatives and researchers alike. The 'Be inspired by history' campaign is our way of highlighting creators who are making interesting things using archival material."

"With the contest, we hope that more people will be aware of this treasure trove of information waiting to be explored and we’re encouraged that GOODSTUPH too were able to recognise the richness of our archives. Encouraging people to use archival material to tell new types of Singapore Stories is a great way to mark SG60 and NLB30, the 30th anniversary of the establishment of the National Library Board," he added.

In addition, the project reflects GOODSTUPH's passion for storytelling with purpose. "The collections hold the stories, textures and truths that shaped who we are — and when we revisit them, we don’t just remember; we reinvent. Because true inspiration demands creation,” said Jason Yong, creative lead at GOODSTUPH.

“With 'Be inspired by history', we wanted to create a platform that empowers creators to dig into Singapore’s collective memory and remix it into something original, personal, and new," Yong added.

The campaign will run across digital and social channels.

The NLB has been undergoing significant changes recently. In July 2025, it issued a PR pitch seeking a partner to provide comprehensive consultancy services, including media monitoring and analysis, issues and crisis management, and spokesperson training. According to a GeBiz tender seen by MARKETING-INTERACTIVE, the scope covers major NLB events and initiatives such as library openings, exhibitions, conferences, reading campaigns, digital offerings, and thematic collections.

The appointed agency will be responsible for developing and executing PR strategies, communications, and publicity plans—including social media efforts—to ensure maximum and sustained positive media coverage.

In addition to this PR push, NLB recently refreshed its visual identity. Starting April 2025, the statutory board unveiled a new logo and brand identity across digital and physical platforms, marking its evolution from a traditional library system into a gateway for lifelong learning, heritage preservation, and discovery.

The updated logo retains the iconic three-coloured “pages and pixels” from the original mark but reimagines them as a dynamic blue portal, symbolising NLB’s mission to invite Singaporeans into new worlds of knowledge through reading, learning, and exploration.

Accompanying the rebrand is a new brand promise, “Inspiring discovery,” signalling NLB’s commitment to go beyond books and embrace fun and exciting ways for everyone to explore Singapore’s past, shape the future, and better understand themselves and the world.

Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.

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