A brief about a generic message like 'reliablity' came across our table, and we found a simple human insight about why that matters to people. Because your network is what keeps your relationship strong every moment in-between every time you say goodbye, and when you say hello again.

With that insight, a simple film for Singtel Fibre became Singtel's most-successful brand-film ever. Without a huge media budget supporting it, this simple love story generated well-over 3 million views between facebook and youtube, and more importantly over 90% share-of-voice for fibre. It was shared over 4,000 times and liked over 12,000 times - unheard of engagement numbers for Singtel. Not to mention, it was the first time people talked about Singtel Fibre, and didn't talk about the service interruptions, lag or downtime. 

Instead, we had people dropping such gems as "No wonder I'm still single - I'm on M1."

Client: Singtel
Creative Leads: Stephen Kyriakou (copy) Loo Yong Ping (art)
Supporting Creatives: Leon, Linus, Seowfen and Jeremy
Producer: Danli Lok
Director: Boo Junfeng
Production: Zhao Wei Films
Soundtrack: 'Girl from Katong' by Serenaide

Fibre is usually a very tactical product category, where it's all about shouting your product, and about ISPs engaging in price wars. 

Instead, we decided that people already know enough about Fibre speed and price. So we chose to tell the story of our product and why it matters, through the story of John and Emily.

The print ad took the form of a movie poster, emulating the dramatic nature of our film.

For the film's soundtrack, we uncovered an old local hit - The Girl from Katong. We felt using a once-forgotten local track would help connect Singaporeans to our story,