In most corporate exercises, a 25th anniversary is an opportunity to bring out the trumpets and toot your own horn. But we had other ideas. 

I came across this quote from the dean of the university: "To be a good doctor, you must first be a good human being".

It struck a chord and formed the basis for our campaign to start a conversation on the university's core beliefs and values. 

We proposed a short webfilm  about an elderly, ailing doctor coming to terms with his own mortality and the young doctor treating him. 

To get the conversation started, we posed the question "What makes a good doctor?" in outdoor and web collaterals with links to the webfilm.

Credits

Concept: Paul

Script: Ng Choo Seong

Director: Sling Ng

Production: Directors Think Tank