As the media partner for the 28th SEA Games, Singtel wanted to bring the spirit of making everyday better to the iconic event. So while the athletes got all the attention, cheering and credit they deserved for all their hard work, we looked at some of those who don't always get the attention they deserve. We began by asking six SEA Games athletes who inspired them to be extraordinary, and they told us incredibly moving stories of a group of unsung, everyday heroes. We then worked with the athletes to surprise these unsuspecting people and cheered for them in a way they’ll never forget. And neither will we.
The campaign reminded us that no matter who we are, we've all had help along the way. That thought helped rally Singapore to cheer for the SEA Games and all the everyday heroes whose dedication, teamwork, loyalty, passion, pride and respect inspires us all to become extraordinary.
The campaign reminded us that no matter who we are, we've all had help along the way. That thought helped rally Singapore to cheer for the SEA Games and all the everyday heroes whose dedication, teamwork, loyalty, passion, pride and respect inspires us all to become extraordinary.
The individual stories featuring the Singaporean athletes and the ones who inspired them.
Agency credits - Ogilvy Singapore
Creative Director: Shawnn Lai & Stephen Kyriakou
Senior Art Director: Loo Yong Ping (me)
Senior Copywriter: Roger Yong
Art Director: Nico Tangara
Agency Producer: Danli Lok
Production credits - Freeflow Productions
Director: Roslee Yusof
Executive Producer: Andrea Bligh
DOP: Alan Yap
Interview Production & Print Photography: Frame by Frame
BTS Photography: JiaJun Yew
Creative Director: Shawnn Lai & Stephen Kyriakou
Senior Art Director: Loo Yong Ping (me)
Senior Copywriter: Roger Yong
Art Director: Nico Tangara
Agency Producer: Danli Lok
Production credits - Freeflow Productions
Director: Roslee Yusof
Executive Producer: Andrea Bligh
DOP: Alan Yap
Interview Production & Print Photography: Frame by Frame
BTS Photography: JiaJun Yew
