spark the next
Client: Ministry of Culture, Community and Youth
THE brief
The Ministry of Culture, Community and Youth (MCCY) and the National Youth Council (NYC) wanted us to encourage youths to lend their voices to issues that matter and help shape Singapore’s future. So, they launched the SG Youth Action Plan, a platform for youths to be heard, be empowered, and be the change they want to see.
THE IDEA
We created non-advertising to advertise to youths.
Spark the Next is a campaign of experiential creations that were seamlessly integrated into the daily life of youths as they ate, slept, travelled and played — to rally them to step forward and take action in five key areas: inclusivity, sustainability, progress, confidence and care.
see how we kick off: the youth hangout
In Spark the Next: The Youth Hangout, we hijacked malls with interactive installations that got youths playing, interacting and snapping photos — and ultimately learning about each of our messages through their 5 senses.
the youth hangout: The Invisible Gallery
The Invisible Gallery invites youths to shine a light on a row of blank canvases with their phones for inclusivity. By revealing portraits and stories of profiles who suffered from unseen problems, we put them into the shoes of youths experiencing depression and poverty. The installation encourages youths to reach out to those who face challenges, and help them step back into the light.
the youth hangout: room for change
Room For Change welcomes youths to start sustainable habits from home. A closet that opens up to reveal the consequences of fast fashion. A digital dining table top that transforms to provide some food for thought about the harmful effects of plastic waste. And a computer desk that triggers a chain effect on multiple devices when you place a mobile phone on it — all to illustrate the importance of recycling electronic waste.
the youth hangout: youths-like-us
Youths-Like-Us features four statues of successful Singaporeans, before they became famous. When youths approach each life-sized statue, they will receive a “call” from the personality via an iPad, who encouraged them to define success in their own way.
an inspirational experience
We didn't stop there. We brought the four statues 'alive' by hosting workshops with the personalities from our Youth Hangout and gave youths a chance to meet and learn from them to gain confidence and progress on their journey.
Youths-like-Us: Masterclass
Youths-Like-Us: Fandi Ahmad’s Football Clinic
Youths-Like-Us: Michelle Chong’s Content Creation Workshop
Youths-Like-Us: Lennard Yeong’s Cooking Class
Youths-Like-Us: Eswari Gunasagar’s Acting Workshop
An intellectual experience
Hanging around in school? In 13 institutes of higher learning, Spark the Next: School Hangout invited youths to rub shoulders with their favourite DJs and TV personalities over a cup of bubble tea, while trading thoughts on the issues that matter to them and help shape Singapore’s future.
Watch the case film below:
AWARDS
MARKies 2020:
BRONZE, Most Creative - Communications / Public Relations
BRONZE, Most Creative - Out-of-Home