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BBH Singapore Takes You on a Musical Adventure through the Island of Sentosa

26/08/2021
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Martin Hong directs campaign鈥檚 hero film inspired of broadway musicals

Whilst vaccination rates are positively rising, and the talk of travel bubbles and green lanes have returned, Singaporeans are still longing for that overdue holiday. Home remains a multi-functional space and less of a peaceful abode for the family.

As the sequel to their 鈥楳ake Time for a Holiday!鈥 campaign last year, Sentosa Development Corporation (Sentosa) is back to reinforce the importance of taking a break, and asks Singaporeans to 鈥楳ake Time for More Holidays!鈥 by venturing into the undiscovered side of Singapore鈥檚 holiday island. 

Developed by BBH Singapore, the campaign鈥檚 hero film is this time inspired by the style of broadway musicals, and welcomes back Sentosa鈥檚 Island Boy character and introduces new personalities with an Island Girl and her family. 

Launched on 25 August for a period of three months, the multi-platform campaign extends to social, digital and OOH channels. 

BBH have been Sentosa鈥檚 creative and digital agency of record since 2018, this campaign is the final chapter in BBH & Sentosa鈥 retained relationship.  

Adeline Siow, senior creative, BBH Singapore, added: "For our final campaign,  we wanted to go out with a bang. From handmade costumes that had over 2000 faux feathers to the graceful dance choreography to humorous touches like the social distancing crabassador, this piece is the best way of ending on a high note.鈥 

Mira Bharin, Sentosa Development Corporation鈥檚 divisional director for marketing and guest experience, said: "It is more important than ever for us to take a conscious pause and step away from the stresses of daily life. The 鈥淢ake Time for More Holidays鈥漜ampaign is our effort to encourage Singaporeans to make time for a well-deserved break, and while at it, rediscover Sentosa鈥檚 hidden gems and various diverse leisure experiences. We take this opportunity to thank BBH for the team鈥檚 partnership and contributions in elevating the Sentosa brand in the minds of our guests over the past three years."

Ross Henderson, head of business leadership and managing partner, BBH Singapore, said: 鈥淚t鈥檚 been a pleasure working closely with the Sentosa team over the last three years and Make Time for More Holidays is a fitting tribute to how far the brand has come during this time. We are extremely grateful to the Sentosa team and proud of the work we created together during our tenure; we wish SDC and their new agency partners every success.鈥

As work-from-beach experts, BBH now find themselves with a plethora of specialist equipment that may be useful to future partners. These can be found for sale, to the highest bidder, .

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