An EV ready Singapore - The Movies
Can we get hyper realistic movie parodies to educate Singaporeans about how an EV ready Singapore is 'Coming Soon'?
CLIENT
Land Transport Authority - Singapore
COMPANY
The Secret Little Agency, Singapore (A part of the Mother Group)
ROLE
Sr. Creative, Writer, On Set Entertainer
Challenge:
Through rigorous policy changes and incentives, the Land Transport Authority (LTA) had just hit a HUGE milestone - of getting Singapore a completely EV ready nation by 2026. They wanted to celebrate this with the entire island, with a twist. They didn't want to do same-ol boring government PSA work. So how do we make a piece of factual information sound like the most awaited news of the island?
The Solve:
We picked up on the 'coming soon' aspect of the news and one fine day thought, "Hmmm... how about we make them into parody movie trailers?" because nothing gets Singapore going like a well made Singaporean film (which is a rare sight). The clients loved it at the first go. So we picked up 3 genres - Musicals, Thrillers and SingFlicks. We worked with an Australian director and a completely local cast to make magic! What started as a parody ended up being films that looked like actual movie trailers. And everyone loved it!
The Result:
For a brief moment in time, we made the entire nation do a double take wondering "Why is the Government making movies? And why are they so damn cool!?" The meme pages picked them up, the clients got a creative refresh and we set a new bar for what PSAs should look like.
Here's the proof of the pudding:
Film 1: One Charge - Thriller
Film 2: A Change Of Heart - Musical
Film 3: A Sustainable Ride - SingFlick
Fun Fact
Fun Fact 1: We first made 3 minute cuts of the films and then cut them into 45 second trailers, like in actual movies. The clients still retain the 3 minute cuts. Fun Fact 2: Jack Neo, Singapore's biggest star is actually a very very humble and creative person. #NotAllCelebs Fun Fact 3: I became good friends with Henry Thia.
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"This Can be very very funny lah!"
Jack Neo
Singapore's Shahrukh Khan