The Brief:
Build Temasek’s reputation as a youth enabler and a catalyst to help young people take centre stage and reach their goals.
The Insight:
Singapore’s boomers know Singapore’s music from the ‘60s but not the present. Young people today are familiar with artists from the present, but unaware of Singapore’s music history. We needed to bridge the gap to help future artists build the future of music.

The Solution:
We created an opportunity every emerging artist dreams of – the chance to play center stage. Singapore voted on the hits they wanted to hear reimagined, and our emerging and established musicians came together to give them a new spin. 

The Great Singapore Replay webisode series documented this journey of musical collaboration that bridged generations of music and led up to the much-anticipated final concert on September 9th, 2017.​​​​​​​

Interactive Microsite



Interactive Jukebox Activation




A final concert
brings the community – and generations together in a celebration
of Singapore’s rich music past, present and future.


The Result:
10 new classic Singapore hits, 750K+ video views, 16,000+ votes, 6,400+ concert goers, 8% website bounce rate, average engagement of 12.58%, and 59% spontaneous awareness of Temasek and TGSR. People surveyed by Black Box rate the TGSR campaign 8.7 of out 10. Awareness of Temasek community initiatives increased from 18% to 68%.


THANK YOU



Client: Temasek & National Arts Council
Agency: Zeno Singapore

Managing Director: Matt Collette
Executive Creative Director: Melanie Clancy
Art Directors: Wilson Foong (Lead) & Tan Ze Jian 
Copywriter: Dave Tai
Client Servicing: Ailsa Khee (Lead), Allison Thung & Connie Ho
Paid Media: Hisham.Zainal (Lead), Crystal Toh

Website Development: Make Studios
Video Production: freeflow productions

Audio House: Song Zu