For Where You’re Growing - Mermaid
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
Product/Service:
Enterprise Singapore
Client:
Enterprise Singapore
Brief:
Enterprise Singapore has launched its first-ever integrated brand campaign, marking a bold new shift in how the government agency engages audiences. Created in partnership with independent creative agency The Secret Little Agency (TSLA), the campaign introduces a refreshed brand platform: "For Where You're Growing." The platform reframes business growth as a journey shaped by everyday decisions, resilience, and reinvention—not just milestone moments. This redefinition sets the tone for a broader communications strategy targeting not just B2B stakeholders but also the wider public.
Solution:
At the heart of the campaign are two brand films inspired by the real growth journeys of local enterprises, told through fairytale allegories. "Never Doubt a Duck", based on biotech company Lucence, mirrors "The Ugly Duckling" as a metaphor for breakthrough innovation and persistence. "The Mermaid's Market", inspired by Tankfully Fresh, reinterprets "The Little Mermaid" in a story of digital transformation and generational change.
