Singapore’s Bicentennial new film commemorates 700 years of history

A new film about the Singapore Bicentennial encourages citizens of the Lion City to think back on not just 200, but 700 years of history.

The one-minute film is the latest part of an ongoing integrated communications campaign led by J. Walter Thompson Singapore, that got off to a newsworthy start with the ‘disappearance’ of Sir Stamford Raffles’ statue earlier this year.

“What if we were to look at our history from a new perspective?” says the opening voice-over. “Go back to when it started. Not just 1819, but way backto 1299.” The film goes on to ask, “Why do we only know Raffles? How about the others?”

Thematically, this echoes a headline-making activation at the turn of the new year, when the iconic statue of Sir Stamford Raffles, at the site of his 1819 landing, seemed to ‘disappear’ against the CBD (Central Business District) backdrop.

Upon Raffles’ reappearance, it was joined by statues of four other important historical figures, Sang Nila Utama, Naraina Pillai, Munshi Abdullah and Tan Tock Seng, who contributed to the evolution of Singapore in its longer history.

Speaking about the campaign, Executive Director of the Singapore Bicentennial Office, Gene Tan said: “The launch film for the Singapore Bicentennial is an excellent outcome of our collaboration with J. Walter Thompson.

It delivers the Singapore Bicentennial narrative succinctly, and more importantly, presented history in a refreshing and interesting way, which will hopefully invoke thought and curiosity about the longer history of Singapore.

This follows the successful start to the year when we did a trick-eye effect on the statue of Raffles, followed by the appearance of four new statues.

That campaign sparked conversations and paved the way for us to engage a growing audience.”

The film concludes with, “So what do 200, no 700 years of history, say about us and what we can become?” followed by the overall tagline: “From Singapore to Singaporean.”

J. Walter Thompson (Singapore) Pte Ltd was appointed to lead the Ministry of Communications and Information’s (MCI) Singapore Bicentennial integrated campaign back in June 2018.

Issued in January 2018, MCI’s Request for Proposal (RFP) sought to appoint an agency “to conceptualise,develop and implement an integrated marketing communications and engagement campaign to encourage Singaporeans to reflect on our history and the values that have evolved with us, and participate in the Singapore Bicentennial.

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene