$STB and National Arts Councils runs grand finale of dance campaign trilogy with TBWA\$

STB and National Arts Councils runs grand finale of dance campaign trilogy with TBWA\

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The National Arts Council of Singapore and Singapore Tourism Board (STB) have released the grand finale to their dance campaign trilogy – "Together We Rise". This campaign is the last sequel to the campaigns of "Dance To A New Beat" in 2020 and "Be Drawn In" in 2021. Through the interpretation of dance, the campaign aims to honour all Singaporeans for their strength in character and spirit of togetherness to overcome adversity, as well as guide the audience to reimagine the travel experience Singapore offers.

Done in collaboration with TBWA\, the campaign also aims to celebrate the tourism industry for its unity and tenacity during the pandemic. In fact, the third trilogy, "Together We Rise", celebrates the very welcome shift in reconnecting again and capturing that feeling of togetherness. The dance in the film was choreographed by The Human Expression Dance Company, Singapore Ballet and O School.

MARKETING-INTERACTIVE has reached out to TBWA\ for additional information behind the campaign.

The first film, "Dance To A New Beat" was released in 2020 and was about signifying the transition that Singapore was going through after the nationwide partial lockdown. From modern HDBs to traditional Peranakan shophouses, the film spoke of Singapore's unique heritage, displaying the nation's spirit of innovation and creativity. At the same time, the film also aimed to tell a story of hope and Singapore emerging stronger from the pandemic.

Whereas the second film, "Be Drawn In" was about inviting international audiences to connect with the different sides of Singapore and to uncover new possibilities, as well as to encourage the discovery of Singapore through the arts and heritage. The film featured 30 local dancers performing at various artistic locations across the city. These locations included murals in Chinatown and Little India, the historic house of Tan Teng Niah and Bussorah Street. Furthermore, a different style of dance was introduced each theme of the location.

According to STB's director of industry marketing, Lilian Chee the dance trilogy was born through the inspiration to showcase Singapore’s local arts community such as musicians and dancers to the world. At the same time, also sharing messages of encouragement, hope and solidarity through these individuals' works. Meanwhile, the National Arts Council's director of performing arts, Serene Lim said it believes arts can inspire and connect people to build a creative society. Through this campaign and partnership with STB, the National Arts Council is witnessing how performing arts can showcase its distinctive multicultural city that is home to a vibrant arts ecosystem, explained Lee.

Meanwhile, on the agency front, STB has appointed BBH and Zenith to manage global creative and media duties respectively, following a pitch called last October which was managed by Ebiquity. TBWA\, STB's incumbent agency for integrated creative, digital and production services since 2016, did not pitch for the account. According to STB, the appointment was for an initial two years and three months with effect from 21 January 2022, with options for the contract to be renewed thereafter on an annual basis for three years.

BBH and Zenith, together with Digitas (digital, data and development partner) and Prodigious (creative production partner), participated in the RFP as a consortium known as The Shophouse. Throughout the process, STB said they stood out for their strong strategic thinking, creative ideas and agile application of insights in their strategy development and execution plans.

Meanwhile, former Singapore Tourism Board (STB) marketer Lynette Pang also joined National Arts Council (NAC) as deputy chief executive in December last year. In her new role, Pang will be responsible for developing arts and culture policies to nurture Singapore’s creative ecosystem, and positioning Singapore arts globally through international collaborations and partnerships.

Succeeding her to helm the marketing of STB is Chang Chee Pey, assistant chief executive, International Group. Chang is also a veteran who has been with the board for 24 years. As assistant chief executive, International Group, he oversaw an integrated network of 22 regional offices located around the world. Together, they actively promote Singapore as a compelling leisure and business events destination.