We, the woman of Singapore
Singapore has an abundance of outstanding women who contributes to society and serve our community. In this campaign, we hope to pay special tribute to women who embodies solidarity and resilience during the trying COVID-19 times.
We were commissioned to develop a campaign to encourage women to put their hearts and hands together in creating a symbolic action to show support in uniting women. The PETALS OF STRENGTH will be a visible sign of our unity and our mission to show appreciation to the amazing women in Singapore who've emerged stronger.
Video Execution
The campaign kicks off with a moving and emotive video highlighting the women in Singapore who've been inspirational. It shows how they served the community, improved social cohesion, or displayed community spirit. Beyond being just a heartfelt tribute to inspiring women, this video encourages Singaporean women to take up the mantle of being united, to contribute to their community in their own little (or big) way. The film ends with the featured women profiles holding a paper origami flower – creating a symbolic gesture we call PETALS OF STRENGTH. Through this simple act, they proudly show that they have been inspired and they're part of this movement. These films will lead a journey of rallying Singaporean women to create their own PETALS OF STRENGTH.
MARKies Award 2021 - Bronze Winner
