For the first time in Singapore, the DBS Singapore Gallery, part of the National Gallery Singapore, provided Singaporeans access to seminal works from the nation’s art collection. Home to the nation’s art masters and birthplace of independence, the former City Hall represents DBS’ unique ties to the country as the former Development Bank of Singapore. With the bank’s $25 million donation, DBS sought to share the Singapore story with people from all walks of life and to forge a stronger sense of national pride.
The DBS Singapore Gallery ‘Epic Moments’ campaign was designed not just as an advertising campaign, but a platform to bring people together in celebrating the nation’s milestones and the story of its people pertinent to the DBS Singapore Gallery. We would go on to invite people from all walks of life to partake as storytellers and instead of a conventional photoshoot, Instagram users were invited to join as “Instagram photographers” (insta-photographers). The creative output would be a Instagram-styled stop-motion video, representing the convergence of old and new techniques. In all communications – across digital, social, PR, outreach events and print – we invited everyone to join in our “#Stopmogram” (coined from stop motion and Instagram), a collaborative storytelling initiative.
Through research, we found that the DBS Singapore Gallery, as the former City Hall, already held many precious memories and significant moments, from national events like National Day Parade to personal moments like gatherings and photoshoots for bridal and graduation. Rather than reaching out to the mass, we targeted specific communities and brought them together where we facilitated an epic storytelling experience through the participants. It was a joint effort as told through by the people, for the people.
From storyboarding to on-ground activation, we had rounds of rehearsals and liaisons between several parties to bring the event to life. More than 130 people participated in the #Stopmogram activation spanning over 10 hours.
The campaign gained industry-wide recognition, scoring Best Campaign – Original Content in Mob-Ex Awards 2017 and Excellence in Sponsorship Activation in Marketing Excellence Awards 2016.
Production: BTS supported by Abundant Productions
Campaign Strategy, Event Activation, PR, Social Media, Community Engagement, Influencer Engagement