When most people think of Temasek, they think of dollars and cents, not community stewardship. Last year, only 18% of the public were aware of any Temasek community initiatives.* Temasek wanted to change all that.
The SG music community has faced countless struggles over the years. After a boom in the 60s, new regulations muted the vibrancy of the scene, leaving people disconnected from local music.
We saw a good opportunity for Temasek to showcase their ability to not only helping its community by providing a platform for the youth to shine, it also can help to revive the long-lost local music industry.
Created from scratch, The Great Singapore Replay helped Temasek connect Singapore to its musical roots, give young artists a platform to shape the future of music and repositioned the brand as a community enabler. Singapore voted on the classics they wanted to hear reimagined and local musicians came together to give them a new spin.
The campaign documented one of the biggest musical collaborations in the country’s history and ended with a concert that brought the community together to experience the reimagined songs.